How to Get Through to Almost Anyone with Soar Selling

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David and Marhnelle Hibbard have just released Soar Selling, a new book designed for anyone in sales.  And, in my opinion, all of us are in sales and can benefit from learning the techniques in books like this one.  The subtitle is, “How to Get Through to Almost Anyone-the Proven Method for Reaching Decision Makers,” but it’s more comprehensive than that subtitle suggests.  It’s a must read for anyone in the world of selling.

I recently had the opportunity to ask David and Marhnelle about SOAR and their observations of the world of selling.

First, what does the SOAR acronym stand for? Soar Selling

It stands for “Surge of Accelerating Revenue” because when organizations install SOAR… revenue ‘surges!’ – It’s about driving net new business.  Through years of training sales, we have seen client attrition in organizations, mergers, economic shifts, loss of major accounts, etc….as a result, it is critical to consistently drive new business to protect base revenue!  So SOAR is about driving strategic call activity to potential new clients.

As your subtitle suggests, you have methods for getting to decision makers in this book.  It’s impossible in a quick interview to delve into all of the tactics and methods for doing that, so we will briefly touch on that and then hit other areas.  What have you observed is the biggest problem for sales people reaching decision makers?

Multiple, but one of the primary is their “mindset.”  Salespeople often approach making the call with an attitude of “TRY” or even worse…“I don’t think I’ll get through – I’ll probably get blocked or the receptionist is out to get me.”

Mindset and attitude figure prominently in your teaching.  Tell us more about mindset. 

“If you think you can or your think you can’t …either way you are right.”  We teach the techniques of getting through and there is a specific formula SOAR reveals; however, the power of mindset and strategic SOAR mechanics ends up defining results!

A One-Word Question to Improve Results

Photo by Ksayer1 on flickr.

One of the questions I always ask a customer is why.

Why did you choose us?  I love to call new customers and ask.  I’ve done this hundreds of times throughout my career.  In all of those conversations, I’ve never had a new customer not want to tell me the “why.”  And I learn valuable information with each phone call or visit.

It’s such an easy thing to ask.  I’m not sure why everyone doesn’t make it a habit.  Like most things, it may be easy to do but it’s also easy not to do.  I know when I fall out of the habit, I lose a valuable opportunity.

Almost always mentioned is the professionalism of the company’s representative.  It may also be the service, the product, or the price.  It could also be driven by a negative experience with the competition.

It’s important to listen and understand why customers are buying from you.  It can inform your corporate strategy.  You may spot a trend.  You may learn that you have strengths you didn’t even realize.  You may even develop new services because of the feedback.

Almost invariably on these calls I find other benefits:

  • Developing new relationships
  • Hearing about issues I wouldn’t have known about
  • Learning about employees who have gone above and beyond

If you’re running a business or in a leadership position, take the time out to make a few calls.  Ask the question.  Then, just listen and take notes.  I’m willing to bet you will learn more than you thought possible.