3 Things Sales People can Learn from Super Bowl LI

Just about everyone I know that has even the remotest interest in the NFL falls in to one of two categories: They either LOVE the New England Patriots or absolutely HATE them with a vengeance that is usually reserved for the most evil of criminals. The mere fact that this team was playing in Super Bowl LI was an apocalyptic circumstance that demanded all sane people cheer for their opponent.

By now almost everyone knows New England staged one of the greatest comeback victories ever in big game sports. Down by 25 points with just over 23 minutes remaining in regulation time all the Patriots haters were rejoicing. It looked bleak for New England, no doubt about it. What happened after that will be debated as either the biggest comeback to win a Super Bowl or the biggest collapse to lose a Super Bowl. Either way there are important lessons for sales people to pay attention to from those final minutes and overtime.

Lets pretend the Vince Lombardi Trophy is your sales quota and the two teams are competing sales executives for the top of the sales board. The season and playoffs to this point were merely a way to identify the top two and have them drive to the end of the month knowing they need to out sell the other on Super Bowl Sunday

I have seen this situation on sales teams many times, I've been the sales person that is behind the other drastically and fighting the uphill battle. I've been the sales person that jumps out to an early lead and needs to bring it home in a close race at the finish. The key, as the Patriots clearly illustrated, is to never lose focus. never give up and to never stop believing.

Understand the Objective

It seems obvious the objective is to win, but how? When an extra point was missed with just over 17 minutes remaining many New England fans may have felt the universe was conspiring to ensure an Atlanta victory. Down 19 points with just over a quarter of football remaining and having scored only 9 points in almost 3 quarters, the task of catching up seemed impossible. Someone on the New England side did the math - three scores ties the game. That became the objective.

Leverage Strengths

Again, this seems obvious but look at the reality of what happened. New England has possibly the greatest quarterback of all-time in Tom Brady, so when the chips were down they went with their strength. In the fourth quarter alone New England passed 22 times and ran 3 times. They stayed true to their short and middle distance pass plays and did not throw a "Hail Mary" pass in "hopes" of success. In Tom they trust.

Never, Ever Give Up

It would have been easy for the Patriots to fold like a lawn chair when the score was 28-3 for Atlanta, the Patriots did not. They chipped away at the lead and every member of the team on the field contributed. They played every down with the belief that they would prevail.

The same process will help sales people succeed against their monthly, quarterly and annual targets, moving them towards the top of the sales board. You need to understand what the objectives are (quota), you need to leverage your skills and training to build a sales funnel and close the deals that are closeable, focusing on what is immediately possible and not a long shot. Most of all you should never give up until the final whistle blows and the month is over.

New England did just that. They finished strong and played to the final whistle. As a sales executive, will you play to end, drive to the top of the board? Or will you be happy to achieve quota and just coast to the turning of the calendar?

** Disclaimer: I am, and have been for many, many years, a fan of the New England Patriots football team. 

The Voicemail Paradox

How many times have you called a prospect or suspect and leave a voicemail? Better yet, how many times do you get a call back from that voicemail? It can be the most frustrating part of the day for any business development rep, calling and leaving voicemail after voicemail after voicemail. Never getting to hear their own phone ring because not a single person is calling them back.

Leaving effective voice mails is both an art and a science, much like selling itself. It is a skill that can be mastered, and there are a number of rules that need to be followed.

Less is More

Have you ever received a voicemail that went on and on? Did you listen to the whole message? Most people have an attention span of under 45 seconds when it comes to voice messages so I coach sales people to stay under 30 seconds. The catch is you need to say something that will interest the prospect enough to call you back, in as few words as possible. Leaving an entire 3 minute elevator pitch or value proposition will not get you a call back.

Regardless of your product and target market you can craft a creative and compelling short voicemail. Doing A/B testing is always a good idea. For some an ultra short vague first voicemail works best:

"Hi John, it's Paul. Sorry I missed you, I can be reached at 202-555-1212." 

Others require a bit more detail:

"Good morning Sandra. This is Anita at ABC Company. We provide specialized sales training that will increase the number of qualified appointments your sales teams make every week. We believe in our program so much we will guarantee the results. Call me at 202-555-1234 to learn how this program can increase your sales!"

Try a couple versions and track results to determine which will work best in your industry.

No Filler Words

This is one that drives me crazy. Listening to voice mails full of "ums" and "ahs" and "ers". If you are going to call a prospect you should know exactly what you want to say to them or their voicemail when connected.

Other words that fall in to the category of filler words include (but are not limited to):

just-basically-almost

virtually-somewhat-somehow

relatively-might-maybe-closely

should-probably-likely

Avoid these at all costs as they will weaken the impact of your message and reduce the chances of the desired call back.

Be Confident

Nothing encourages a immediate deletion of a voicemail more than a voice lacking in confidence and energy. Smile when you talk, stand up, move around if possible. Speak with volume (not shouting) and authority. Prospects can hear your smile, your energy and your excitement.

Be sure that your confidence does not grow beyond that in to arrogance or smugness. Speak slowly enough that the prospect will be able to write down your number the first pass through and not have to listen to the voicemail again.

Time of Day

Take the time of day in to consideration, remembering the goal is to speak to the prospect. If you know they will be available in the morning call then. The best voice mails are the ones you don't have to leave because you reached the prospect on the first call!

Any tips or tricks you use in your prospecting to increase call back rates? Leave them in the comments below.