How many times this week has a prospect given you an excuse, biding time or a non- committal response? Why do they do that? Worse, how come you’re taking those excuses and what’s that costing you (money, time and emotional aggravation)? Real world application: do a personal pain funnel. Ask yourself the pain funnel questions and come up with the answers. Are you committed to do things different?
The motivation for this topic came as a result of preparing for my talk with my Sandler colleagues during the recent Sandler Conference in March. In the “20 Technique Barriers” (out of No Guts No Gain material) number 17 on the list is: “Bailing Out, Accepting Excuses and Put-offs vs. Rock Solid Agreements.” Our job as professional salespeople is to create a mutually respectful environment where you and the prospect can agree to:
- why you’re meeting (UFC)
- understand the pain/ gain (the why) reasons
- impact of those reasons
- consequences of action/ or not taking action
- the willingness to invest in those reasons
- the decision process (other players, timeline, how to proceed) after you and the prospect have seen your solution, or the proof of concept.
Nowhere in this equation is there a place for salespeople to end a conversation without knowing where they stand. Why is it so many salespeople end meetings with phrases such as “looks good, we’ll get back with you,” or “we’d like to think about this and call you back,” or even possibly, considering, maybe and other such wish washy non- commitments?
Well, there are many reasons for this and we’ve discussed them before. Rather, for this blog, let’s take a look at the focus and solution.
Focus #1: become an expert on “What’s the real problem here?” How do you do this? Step one is nurture, or reward the prospect’s statement; such as “Frank I understand you’re considering this, and I appreciate that.” Step two is ask a clarifying or direct question (what do you want?), reversing the question for the prospect’s further meaning behind their statement or question. This would sound like “But when you say you’re considering, what have you heard or seen that makes you want to do this?” The simple answer is the prospect must tell you (yes, really sell you) on why they would want to continue. Too many sales people don’t understand this principle.
Focus #2: if people buy emotionally, and they do, stop selling features and benefits. Here’s your question:”What would have to be your belief and conviction if (fill in the blank….) my solution could take care of this problem? Let’s take the “I’m considering” situation again from the prospect. “Frank, if you had real belief and conviction that my product could help you would you do this?” Here is your answer, if Frank can tell you then you have a future. If Frank struggles and cannot tell you, then you don’t have a future. May as well close the file and go for no.
How about you? Do you want to do it the old way and be held hostage to their indecision, or use these two principles and get rock solid agreements? You pick.
Good Selling,
Jim Dunn
Sandler Trainer
