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The Most Important Word in Sales

Most of you think “yes” is the most important word in sales. But I’m going to surprise you. The most important word in sales is “next.” In this last episode of our mini-series about the structured sales process, I’ll tell you two times especially when you should use “next” to your advantage. #1. During […]

James Shepherd

May 24, 2018

Most of you think “yes” is the most important word in sales. But I’m going to surprise you. The most important word in sales is “next.” In this last episode of our mini-series about the structured sales process, I’ll tell you two times especially when you should use “next” to your advantage.

#1. During your campaign. One great temptation during a campaign is to become enamored by all the prospects who express interest in your value proposition. You’ll find many people are interested. They’ll say, “Yeah, I do have that problem. I am looking for a solution to that.” But remember that a lot of those people will not buy from you! You may come to the end date of your campaign saying, “Oh Wow! My campaign for pizza shops is over, but I still have seven pizza shops who are interested. I should probably focus on that for another week and try to get everything I can out of it.” NO, you shouldn’t! Move on to the next campaign. Sure, you’ll still try to sell those seven. But do that while you’ve moved on to your hair salon campaign or whatever the next one is.

#2. When you’ve made a sale. Fantastic! You closed the deal. Now is the time to make another sale. Just next, next, next. Keep going. Keep making sales. Don’t sit in your car for an hour watching Netflix shows to celebrate. (And be sure you DID make the sale. Or did someone just show interest? That is not a sale. You should realize those are two very different things!) Even when you’ve closed a deal keep moving to the next business.

Whether the “next” is a next action step or next prospect or letting that prospect go, “next” is so important. Or even on the campaign level, be asking, “What’s the next campaign.” Start on that one tomorrow. Of course, still make some follow-ups. But start accomplishing the next objective.

Always remember the most important word is sales is not “yes.” The most important word in sales is “next.”