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David Sandler said, "If you live a straight life in an unstraight world you're going to get killed." Yet salespeople get (metaphorically) killed daily by selling in a straight line.
Salespeople sell in a straight line when they are attached to the outcome of their interaction with their prospect, typically closing a sale, instead of being attached to the process of (dis)qualifying
There's something to be said about children who continue to ask "why" about everything. When they ask and you respond, and they ask "Why?" again, it means they don't have the complete answer to their question. They will continue to ask until they understand the entire concept or until the adult gets frustrated.
In business, asking "Why?" five times can produce the same quality understanding to prepare for better results.
Common complaints we hear often in business:
Have you ever talked yourself out of a sale? Selling is not about telling. It's about helping the prospect relate to your product or service to the satisfaction of their wants and needs. It's also about helping them discover needs of which they were previously unaware. How do you accomplish this? By asking thought-provoking questions and then listening, really listening!
All too frequently, salespeople schedule appointments...and then forget about them until the day before the scheduled dates. Do you? Is preparation a last-minute activity often consisting of nothing more than a quick review of the notes from the original phone conversations when the appointments were scheduled...and perhaps a review of the prospects' web sites, advertising, or marketing materials?
Can you answer the following questions about your next prospect appointment
Prospects like to play games with salespeople. The purpose of games prospects play is to make a salesperson feel not-OK.
When a salesperson feels not-OK in front of a prospect, they are more likely to give up their time and information in the hope that their prospect will make them feel OK again.
Some of the games prospects play with salespeople are:
Why Don't You, Yes But - your prospect rejects every one of your suggestions with some version of "yes, but" (e.g. "we'd love to implement option A, but our budget was cut last week.")
The two words that are guaranteed to trip up most sales people are "better" and "value." The latter we'll talk about in another post.
Typically the "better" trap is set by a prospect at the beginning of a meeting. After introductions and polite conversation your prospect says, "so tell me how you are better than my current supplier."
If your instinct is to jump to a features-and-benefits presentation, STOP! There is no way for you to answer that question and have any chance of closing the sale.
There are three reasons why your prospects set the "better" trap
A common death trap salespeople fall into is having "happy ears," meaning, they tend to hear what they want to hear. In actuality, what they (salespeople) heard does not reflect the real intent of what the prospect said.
Why do we think that by asking a question we'll hurt the prospect's feelings? What you need to remember is that that you are not responsible for how a prospect reacts to a question that you ask.
Clients share with me daily the questions they've avoided asking for fear of upsetting the prospect. Sometimes they get frustrated with themselves because they feel they lost a sale or an opportunity of a sale because they lacked the guts to ask questions. They would rather bite their tongue than ask a question that they think might make the prospect uncomfortable
After any amount of time in dealing with salespeople, you're bound to come across some overzealous characters — those people who treat a prospect more like a rabid predator than a professional. Nobody wants to deal with a salesperson who is obviously waiting to pounce, so you do the only thing you can do to shake them off the scent of a sale — you lie.
Acronyms, industry buzz-words, technical jargon — we've all used them at one point or another in our jobs. But if you've been using them when you're first getting to know your prospect, you may have made a big mistake.
We don't ordinarily think of sales as one of the "helping professions," but maybe we should. People tell their problems to psychologists and clergymen. They pour out their hearts to their neighborhood bartender. But they tell their troubles to sales professionals, too, so we should develop our "helping profession" skills.
I have often noticed, when a sales pitch is going well, how the conversation resembles what I understand a therapeutic session to be like. That is the way it should be, if the salesperson knows what he or she is doing