A Conversation with Bill McCrary, CEO of Strategic Partner/Sandler Training SC

Selling is part of virtually every business, and the process can involve a high level of rejection and stress. It takes continued upgrades in technique, technology and morale to keep a sales team operating at peak levels.

We sat down with one of Columbia’s most respected sales and management coaches, Bill McCrary, to get some practical advice on how to sell more effectively. McCrary, CEO of Strategic Partner/Sandler SC, mentors business owners to help them hire a stronger sales force and increase margins. He also leads seminars and is a frequent keynote speaker. Sandler SC has offices in Columbia and Greenville.

Midlands Biz:
What are a few of the most common mistakes salespeople make that hurt their effectiveness?

McCrary:
Great question. First, I would say making excuses. Are salespeople blaming the economy, their bosses, or maybe their company for a lack of results? Second, I would say price weakness. Salespeople have to believe in their price and stick to it rather than taking a low-ball offer. How many trillions of margin dollars have been given away over the years by salespeople who don’t believe in their prices? Third is having a strong need for approval. Business development is fraught with conflict: prospecting, qualifying, contract negotiation, and closing, for example. That’s just business! Many salespeople, though, get uncomfortable and bail out without asking the tough questions needed to close the sale. Salespeople must look at how they react under pressure during that moment of truth. Lastly, I would add that three big DON’Ts in sales are using buzz words, talking down to people, and being aggressive rather than assertive.

MidlandsBiz:
What are some good, thought-provoking questions you can ask a sales prospect?

McCrary:
I like to call these three questions “’PPF’” for past, present and future. These questions help me gain valuable information every time I use them.

Past: How did you wind up here at ABC Company?

Present: What are you working on now?

Future: What’s on your radar screen for the future?

MidlandsBiz:
Every business goes through ups and downs. What would you tell a business owner to help him get out of a rut when business is down, or perhaps just flat?

McCrary:
Without a doubt, we all have ruts or times when we feel uninspired, but what distinguishes the best from the rest is how we react to down periods. First of all, I would say quit comparing yourself to average. It’s easy to fool yourself and make excuses if you set the bar too low. You must find a way to compare yourself to those who are doing things right.

Second, know where you want to go and lead the way. Ask yourself if you are providing real leadership and strategic direction for your company. Is the new business you are going after just low-hanging fruit? Are your sales people just order takers waiting for the phone to ring? If so, it’s time to set a new strategic direction.

MidlandsBiz:
I have heard you give the advice, “know your metrics.” Please tell us more about what that means for business owners.

McCrary:
Every business owner has to ask himself or herself a critical question, “What quantifiable evidence do I have that my business is growing and will meet my expected achievement?” If there’s no clear answer, then that business owner doesn’t know what performance indicators he or she should be measuring, let alone how a business is performing against them.

MidlandsBiz:
Another tip you’ve offered is, “Don’t use discounts as a crutch.” Talk about why that happens and why it should be avoided.

McCrary:
It can be easy to fall into the trap of accepting new business at lower margins. Why? Because our salespeople tell us they need to get their “foot in the door” to land new accounts. Guess what happens next? It becomes awfully hard to raise prices on those accounts later. Salespeople use discounts as a crutch to close new business, and the bottom line can suffer as a result.

MidlandsBiz:
How can you have a sales force of top performers? How do you build a team of winners?

McCrary:
First of all, don’t accept mediocrity. If you have employees who are underperforming, requiring more supervision than the rest of your staff, let them go. I believe you’ll see company morale increase dramatically.

Second, be clear and definite about your expectations. Make sure your best salespeople know these two things: what you expect of them, and how you’ll measure their achievements. And be specific. Once you communicate your expectations, employees should be able to achieve your desired outcomes without constant supervision. If you have to manage your people too much, you probably have the wrong people (like I said, don’t accept mediocrity).

Third, when a bold move is needed, don’t flinch. For one of my clients, his single most effective move was firing his top salesperson—a jerk who was constantly complaining about other staff. My client had been afraid to let him go and possibly lose those accounts. However, after he was gone, everyone else felt relief—even some of the clients, none of whom left.

Bill McCrary is the founder and CEO of Strategic Partner, a sales force development company and authorized licensee of Sandler Training.  Sandler is the global leader in sales and sales management training with 275 training centers in 23 countries worldwide. You can contact Bill at 803-771-0800, www.sp.sandler.com or [email protected].