All this occurs when salespeople use confusing terminology, dominate the conversation, speak too fast, and make prospects feel inadequate. It’ s the perfect prescription for rejection.
Set the Stage for Success
Productive sales calls don’ t just happen. They are carefully choreographed to give the salesperson an edge in getting the order. The first step is disarming the customer, neutralizing a prospect’ s natural reaction to become defensive, to clam-up, or even to get away.
The task is to figure out and focus on what customers want, what they are looking for, and what satisfies them. Why is this important? They are trying to decide if the salesperson cares or just wants to make a sale.
Issue a Challenge
It may sound odd or strange, but this is what it takes for prospects to clarify their thinking and commitment to making a prudent purchasing decision— and avoid experiencing buyer’ s regret.
It’ s time to ask what some may consider a risky question.“ Are you sure this is what you want to do?” is a necessary question, one that helps prospects clarify their thinking. If the answer is“ no” or“ I’ m not sure,” then it’ s time to stop and probe until the concerns and doubts are explored and resolved to the prospect’ s satisfaction. This is how trust develops and what it means to be a sales consultant.
Stay With Them
No one wants to feel ignored, abandoned or rejected. Yet, this happens when a salesperson makes an“ exit” after deciding a prospect isn’ t going to buy. When this occurs, prospects react negatively and get even by badmouthing the salesperson and the company.
Even so, it’ s easy to avoid. Let them know you appreciate the opportunity to help them, but you also recognize it doesn’ t always work out. Do it correctly and there’ s a good chance should they leave they will be back or refer others.
Second Guess Yourself
It’ s tough to recover when you’ re put on the defensive while making a sales presentation. Even if you’ re fast on your feet, it’ s difficult to think clearly, let alone to organize an effective response.
The way to avoid getting caught with the unexpected is to second guess yourself. Lay out possible objections and anticipate possible responses and disagreements that could undermine your proposal. Show their deficiencies and explain why your position is the best solution.
Focus on Why, Not What