The following excerpt is taken from Chapter Four of David Sandler's book - You Can't Teach a Kid to Ride a Bike at a Seminar.
Becoming a good professional salesperson requires the same type of training that other good professionals endure. Athletes, physicians, college professors, fire fighters - you name the profession, and the people at the top pay a price every day to stay there. The price they pay is they’re conditioning.
Conditioning is a way of life. It's a set of rules, sometimes philosophical, but always practical. Follow the rules and you'll always be conditioned to make the best use of the system. Through the years, the Sandler Sales Institute has charted the success and failure of thousands of sales professionals. We've documented that those who become top sales performers, and those who remain at the top year after year, condition themselves daily for success. They follow ten basic conditioning rules that are important for every salesperson:
Stay on the Right Side of the Trouble Line
1. Stay on the right side of the trouble line. Salespeople have a choice to make every day. They can either be on "Pay Time" or "No Pay Time." Trouble occurs, however, when you spend too much time on the "No Pay Time" side of the line.
Pay Time is from 9:00 AM to 5:00 PM, or whichever part of the day or night is best for presenting your product or service to prospects. This is that special time when prospects are inclined to see you, when you call on referrals, set appointments, and service your customers.
No Pay Time is important, too, but it's set aside for planning, conditioning, learning more about your product or service, and attending meetings. No Pay Time usually occurs after 5:00 PM and before 9:00 AM.
Don't Confuse Pay Time & No Pay Time
Many salespeople confuse Pay Time and No Pay Time, but top salespeople always know the difference between the two. They recognize that too much time spent on the left side of the line will almost always result in poorer sales performance. The goal of top performers is to stay on the right side of the trouble line.
When you perform No Pay Time activities during Pay Time hours, you create a worse problem than simply hurting your sales performance. If you're supposed to be doing one thing, and you know it, but you do something else, two negatives occur:
- You feel guilty because you're violating your conditioning; and
- You're less productive because you're doing the wrong thing.
- Do you see how that leads to trouble?
If you want to get to the top of your sales profession, be consistent. Condition yourself to stay on the right side of the trouble line and make your Pay Time productive.
Reprinted from The President’s Club Report, © Sandler Systems, Inc. All rights reserved.
Copyright 2012 Sandler Training and Insight Sales Consulting Inc. All rights reserved.
John Glennon is the owner of Insight Sales Consulting Inc, the authorized Sandler Training Licensee for the Interior of British Columbia. He can be reached at [email protected], toll free at 1-866-645-2047 or view his website at www.glennon.sandler.com