Why ask Why?

I am a big fan of MediaPost. Their articles are insightful and very much to the point. One article that caught my eye was this one published yesterday from Ari Rosenberg.

Aimed at Sales Managers, it asks why us Managers ask- "Why?" when a deal is lost (It can even be when one is won).

After a loss (particularly a large one) your team member(s) feel pretty bad. They had high hopes- a great sales plan was built, a package pitched, a few meetings occurred and things were looking positive. Then, the client says no. Drats. Your team member asks why and is given an answer (usually) about budget and other sites etc. The Rep. has to take it to their Manager. The dance begins.

The Manager asks- "Why?"

Embarrassed, the Rep tries to explain the situation. By and large, you, the Manager, have a preconceived notion of their efforts:

"He/she never closes anything."

"They probably did not follow up."

"I knew that plan was flawed."

In psychological terms, this is a one sided (and negative) conversation. The Rep. is on the defensive and you are now having to chastise them for their loss and plan on what you are going to say to your boss who is about to do the same to you. How can we break this cycle of negativity?

It starts with you the Manager and a very simple thing- planning. Many of us chase our tails looking for quick scores. This short sighted thinking does not allow for failure. In fact, it can be a recipe for one.

Every Rep. needs a pipeline. That pipeline needs to be approximately 3 times their goal. That pipeline is made up of an account list. That account list should include:

Client Name/ Agency of Record/ Contacts/ Year on Year Spend/ Purchased Products

This list should then be taken and a plan built for each client. Yes, a plan. Plan who the Rep. is going to speak with and when. Develop what type of plan the client needs. Figure out how this is going to be done and when. If you are selling more long term products, this plan should be in 6-8 month cycles, or even a year. If your business is much more fast paced, make it quarter by quarter or month to month.

With a client plan in place, your Team has the confidence to pitch your product suite and more importantly, they have confidence in themselves. As the Manager, you assisted them in building this plan and know they have done everything in their power (since YOU helped) to try and win the account. Sure, you will loose some, but you will also win some as well.

A new quarter has begun (and is almost half over). Are you blinded by your goal? Chasing your tail? Stop, take a breath and come up with a plan. Be a team player- don't keep covering yourself and please stop asking Why? You should already know....