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So often in sports we learn about how one team prepares for the other. They watch the films and listen to the interviews that are conducted by the media to see if they can pick up a couple of clues or tendencies that will lead to a victory. In some cases, teams have been accused of filming their opponents’ practice to see if they can achieve a competitive edge.

Most individuals have tendencies; they are predictable. People are comfortable with what they know and tend to follow a pattern. In selling, the goal of a top-level performer is to uncover these patterns and use them to their advantage.

In some of my earlier articles I talked about the concept of Game Theory. Loosely defined, Game Theory combines probability and outcomes to enable the user to choose the best or most likely path for success. In selling, I would like to encourage the same with a little time spent in “pre-gaming” for the sales call.

Pre-Gaming

Good chance if you are a sports fan, you have arrived early to the ballpark or venue to enjoy a beverage or something hot off the grill. You purposefully got to the game way before it started so you could enjoy the “pre-game” festivities. So why not do the same thing in selling to increase your performance?

The Weekend Ritual

Make preparation your ritual over the weekend to ensure your upcoming week becomes that much better. With a little due diligence and preparation you can increase performance (is that a “Captain Obvious” statement). As a matter of fact, over time if you practice what I am about to suggest, you can predict within an 80 percent accuracy rate how your sales calls, conversations, meetings and interactions will begin and end. Some say, the most important part of any interaction is the beginning and the end. Just think if you could project with an 80 percent accuracy rate how great that would be, how much better your performance could be.

Starting over the weekend, think about the conversations you will be conducting in the upcoming week. Think to yourself “How will they start?” “What will be said after the pleasantries?”

My guess is that you will be able to predict how most of your calls will start. If you can predict how the call will start, that is equivalent to a sprinter getting out of the starting blocks clean. Knowing how conversations will start provides an empowerment that will exude confidence and presence. It enables you to take control of the conversation and separate yourself from the rest.

However, your pre-gaming doesn’t end there. Once you determine the conversation and or presentation you will deliver, it is incumbent upon you to anticipate what type of a response you will receive. Will it be receptive or unreceptive? Either way, you need to know how to keep the conversation going. Last, but certainly not least, how will the meeting end? It is with high probability the customer will make one of four comments at the end of the call. Ironically, three out of the four comments will indicate an interest, but postpone any type of action.

Most conversations, roughly 75 percent, end with the customer “Futuring” you. Futuring is when the customer (prospective or current) indicates interest but lack a substantial level of commitment or action to move the relationship forward.

Entering the Playing Field

You can be just like the athlete walking on the field for the game. That athlete is filled with high hopes and expectations, but they are prepared for the battle. They know what their opponent will do. If they can execute, they will be one step ahead.

If you prepare like the athlete for the big game, you can stay one step ahead of your customer. If you know what they will say at the beginning and the end, you can prepare yourself for a better outcome.

If you take the time to recognize that your customers are not original thinkers, you can be way ahead of the game. What do I mean by an original thinker? Because your customers are too busy just trying to get through their day, they don’t place full attention to the reason why you are there. Because of this, the customer makes very predictable and neutral comments. These comments are easily recognizable and expected. Knowing this will occur, you can take control and alter the beginning and end of most conversations to your advantage.

MANA welcomes your comments on this article. Write to us at [email protected].