The Sales Myth of Hot Streaks and SlumpsThe challenge with most sales people and teams is that they are not consistent and that means inconsistent sales results. Extensive data and research into thousands of sales transactions continues to prove the same result:
Make sure to take the Executive Challenge at the bottom of this page!Take the Executive Challenge and determine which sales person should never be sent to sell you. Compare your own preferences and Client Types to the sales person results in the Sales Person Comparison Executive Challenge and decide which one would have the best chance to make a sale with you and which would fail. Sales slumps and hot streaks are a myth. Using Client Types an executive can pull back the layers of sales results to really see what is happening for each sales person. This gives the sale manager the ability to control the sales and sales management. The example given below is a real salesperson but is typical for all sales people. These results a from one month for a salesperson in time share sales we will call Mike. When extending the results out to four months, the same pattern continued for this salesperson and hundreds of others researched in different industries.
Mike is a good salesperson in his industry based on his averagesThis would be good sales numbers for Mike in the timeshare industry. He is doing well and many sales managers would leave him alone to not mess up his hot streak this month. Of the 35 people he saw he was able to sell 20% of them for an average sale volume of $12,757.14. If you average his success and failures together then he is likely to bring the company an average $2,551.43 in revenue for each prospect he sees.
Looking below the first layer of dataThe below chart breaks out the same results from Mike into two categories of buying style preference in the Client Types system , Head and Heart.
Mike actually only sells half of the population wellMike is more than twice as effective with Heart preference buyers as he is with Head buyers. Further, his likelihood of seeing a cancel on the sale is much higher with the Head preference. This probably means his sales technique is more heavily focused on emotional appeals and personal stories and he does not do a good a job of focusing on the numbers and measurable benefits. His personal approach may also come across as more casual and less professional and those with a Head preference tend to prefer an expert, professional appearance. Other people on his sales floor do not have his problem with the Head preference and have much better numbers on this preference. When Mike randomly sees clients with the Head preference, the company is losing sales.
Looking below the second layer of dataThe below chart breaks out the same results from Mike into two additional categories of buying style preference in the Client Types system , Future and Past/Present.
Mike can’t sell well to 3/4 of the general population (he was “lucky” that month)Mike has amazing results compared to his industry and sales floor when you look at the quarter of the population that has both a Heart and Past/Present preference. These kinds of clients are very focused on personal stories, service and a history of loyalty from the company. He is still showing a challenge with those with the Head preference in this view but the more significant problem is now obvious. He is not successful with those clients who have a Future preference tbat need to see how it will benefit them in the long term. Mike is probably not helping them imagine the future vision or the long term logical benefits. Those with a Future preference also dislike it when someone treats them like they are similar to other people and want to feel unique. Other sales people on this sales floor did not have Mike’s problem with the Future Preference. For this month Mike was lucky that he did not see very many people with the Future preference, but next month he might not be so lucky and the company could lose a lot of sales.
Over time across multiple preferencesThe below chart shows Mike’s results over 4 months breaking out many of the key client preferences. Each color section is a combination of preferences broken out.
Mike has similar results over 4 months losing many potential sales for his companyDuring this time frame the company went through a normal industry sales and marketing “slump” for the time of year with less prospects seen and lower results. Mike’s results with the Future preference did not improve much over the 4 months and he was very lucky that he did not see very many clients with the Future preference. His results continued to be strong with clients that had both a Hear and Past/Present preference. With this additional detail it is also clear that he sells those with the Fun Motivation very well and continues to struggle with many of the other preferences and motivations.