"Give me 6 hours to chop down a tree, and I'll spend the first 4 sharpening the axe" - Abraham Lincoln.
Sometimes we have to slow down to speed up.
This is especially true in the frantic fire-fighting environment of sales.
A friend of mine, the RVP of Sales at a high-growth technology company, told me the other day that his team is 100% a victim of “Constant-Firefighting,” which you may remember is one of the four horsemen of the work culture apocalypse.
In the halcyon days of hockey-stick growth, the name of the game was efficiency. How many calls could you make? How many emails could you send? How many LinkedIn DMs could you fire off? Churn through them as quickly as possible because it’s like fishing with dynamite, right? It’s just a matter of time before someone bites.
Yeah, well, as you know, those days are over. Buyers don’t want commodities. They don’t want to be shuttled through a sales process to become customer #4378, receiving the same “unique solution” as the 4,000+ customers before them.
No, buyers want a set of beliefs. They want to buy into a product or service backed by values they can identify with. They want an experience, not a commodity. They want to feel heard and like they are getting a truly custom solution for their needs.
The only way to offer this customer experience is to listen. And to listen to someone, you have to slow down. When people are buried in an avalanche of emails, Slack messages, and the Chinese water torture of urgent but not important tasks, they feel like there is no time to listen.
They’re still prioritizing efficiency over effectiveness.
Efficiency means chopping as hard as you can in the same spot, over and over again, until the tree falls over.
Effectiveness means swinging an axe with a blade so sharp that you only need one or two well-aimed swings to bring the tree down.
Prioritizing efficiency blunts your axe — burnout, low morale, and regrettable attrition.
Prioritizing effectiveness sharpens your axe - developing yourself, learning new skills, practicing them, and ultimately feeling more fulfilled.
How do you prioritize effectiveness over efficiency?
That’s like asking, “how tall is a tree?”
But let’s use the specific example we’ve already discussed to give one possible answer to this important question. Let’s go back to my RVP of Sales friend. His team is constantly fire-fighting. They have to plow through calls as quickly as possible in the hope of getting to an interested buyer.
What if, instead, they adopted the pre-shot routine of a pro-golfer?
Eight steps for teeing up sales success like a pro golfer.
One of the top sports and golf psychologists, Dr. Bob Rotella said it best, “Your pre-shot routine is like your wingman on the course.” If a seller could adopt a wingman for every sales call they lead, they’d be far more effective in each interaction and be able to rely less on brute-force efficiency.
Step 1: Pick a Target (Research your Prospect)
Jack Nicklaus used to pick two targets - a long-distance target like a specific tree and a short-distance target 6-8 inches in front of his ball.
Similarly, gather information about your prospect. Understand their industry, the challenges they face (long-distance targets), and the role they play in their organization (short-distance targets). This will allow you to assess the "terrain" and develop a strategic approach to the call.
Step 2: Choose the Right Club (Identify the Solution)
Golfers select the right club for each shot, considering distance, wind, and obstacles. Similarly, know your solutions inside out to be confident of finding the one that best fits your prospect's needs. Understand their pain points and match your product or service to address those challenges effectively.
Step 3: Visualize the Shot (Set a Clear Objective)
Golfers visualize the shot before swinging, envisioning the ball's trajectory and landing point. In the same way, set a clear objective for your call, whether it's to qualify the prospect, book a demo, or close a deal. A clear goal will help you stay focused and drive the conversation forward.
Step 4: Practice Swing (Rehearse Your Pitch)
Before hitting the ball, golfers take practice swings to warm up and feel confident. Rehearse your pitch and anticipate common questions or objections. This will help you maintain control of the conversation and ensure you sound polished and professional.
Pro Tip: This is NOT a time to get mechanical. You should not be thinking things like “Ask this question before that one,” or “Listen for mention of competitor X,” etc. No mechanical swing thoughts, simply positive thoughts about conversation tempo and smooth transitions.
Step 5: Address the Ball (Establish Rapport)
Golfers position themselves in a comfortable stance before taking the shot. Establish rapport with your prospect by finding common ground, showing empathy, or offering a genuine compliment. Building a connection will help your prospect feel more at ease and open to your pitch.
Step 6: Take a Deep Breath (Stay Calm and Composed)
Golfers often take a deep breath to calm their nerves before the shot. In through the nose fully. Out through the mouth slowly. Similarly, maintain composure during the call. Stay focused, listen carefully, and respond thoughtfully. Remember, it's not just about what you say but how you say it. A calm demeanor instills confidence and credibility.
Pro Tip: Take a deep breath before a call and then execute. Do not “stand over the ball” for too long, as this will allow your mind to wander and tension to set in. For 99% of sellers, this will create doubt, worry, fear, and a myriad of other negative emotions. Instead, visualize the target a few times and then pull the trigger!
Step 7: Swing for the Green (Make Your Pitch)
With everything in place, it's time for the golfer to execute the shot. Present your solution confidently and passionately, highlighting the unique value it offers to your prospect. Address their concerns, answer their questions, and demonstrate how your product or service can help them achieve success.
Step 8: Follow Through (Nurture the Relationship)
A golfer's follow-through is crucial for ensuring accuracy and control. Similarly, nurture the relationship with your prospect after the call. Follow up with additional information, schedule the next meeting, or thank them for their time. Maintaining a strong connection will set the stage for future opportunities.
Bringing it all together.
Notice how the first four steps take place before the call, but as Mike Tyson said, everyone has a plan until they get punched in the mouth. Steps 5, 6, and 7 are really where it’s at in developing the two cornerstone skills of modern work - adaptability and resilience.
Following the routine of pro golfers can tee your team up for success as they approach each call with confidence and strategy. Remember, a pre-shot routine is your wingman on the course. It will help you feel like you have Bones or Stevie Williams by your side. Find a pre-shot routine that works for you and stick with it.