Selling is an Away Game with Lance Tyson #274

Lance Tyson is the author of the highly acclaimed book, Selling is an Away Game: Close Business and Compete in a Complex World. Lance is entrepreneur known for training sales talent for some of the biggest names in professional sports and entertainment. In this episode Lance and Pat babble about prospecting using the buyers point of view, how to use a blended approach for setting appointments and how sales is half science and half art.

What Makes Sales an Away Game

Lance views selling from the buyers point of view. You’re competing in their space on their turf making it an away game. Buying has changed. Buyers have other means of obtaining information about your products and services. They no longer need to go through you. They have the upper hand on sales professionals and it’s best to sell within that context.

Look at your own personal buying experiences. When you buy things online, do you check out reviews before purchasing? Probably. We all want to make a wise buying decision. Sellers may consider these questions “objections’ but that’s a misnomer. The buyers are not objecting to your product, they just have questions!

Common objections include: cost, price, value, and budget. Value is always perceived in the buyer’s mind so it’s imperative to discover those perceptions. The seller must understand the market and buyer intimately.

- What do they value?
- What do they desire?
- What experience do they hope to attain?

Speed Moves Actually Slow You Down

Everyone is in such a rush to get an appointment. According to Lance, the new ways of communicating has actually slowed down appointment setting. There are a new set of rules of engagement. It takes 6-8 touches to get contacts and 6-8 touches to get an appointment. Use a blended approach ( email, call, social media texting) and have a process. Consider health care. There is a clear repeatable process checking you in, evaluating and sending you out the door. Sellers should do the same.

Sales is half art and half science. A sales process will set you free.

How To Connect with Lance Tyson

Here are links to find Lance online and his thoughts on how selling is an away game.

This is the Tyson Group
Lance on LinkedIn
Email Lance at lance @ tysongroup.com
@lancetyson on Twitter

Lance and I mentioned how we both love the book How to Win Friends and Influence People by Dale Carnegie

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