Anyone who reads this blog knows I’m interested in the sales process—perhaps because I was never that good at it and even found it pretty distasteful at times.
Colleen Stanley, who writes for Rain Today, recently wrote about how to fix an outdated sales process. Her suggestions resonated, because the techniques she trashes are the ones I was taught to use ago during sales training at Dictaphone. When she commented that it’s “truly amazing that more salespeople have not been physically thrown out of prospects’ offices,” I had to chuckle. It never happened to me, either because I had truly charitable prospects or because the receptionist headed me off before I had a chance to practice them.
Here’s what not to do:
- You work hard to “overcome objections,” not realizing that with every objection you knock down, your prospect backs further away. Better by far to introduce a discussion of the truth. You may not get the sale the first time out, but you’ll have begun to build a relationship.
- You use “leading questions.” C’mon now, if someone asked you, “Ms. Jones, if I could save you 50% on your XYZ bill, wouldn’t you buy, and buy today?” wouldn’t you be likely to LOL?
- You sell features, benefits, and advantages. That’s not a particularly helpful way to respond when a prospect asks you why you’re different. Better, as Ms. Stanley points out, to talk about the types of clients you can help.
- You are unfailingly cheery and upbeat. Now, on the face of it, there’s nothing wrong with that except it may come across as fake, and it can be a true turn-off to introverts. Be authentic and have the astuteness to adjust to your prospect’s communication style.
Simple, but not easy. Still, I think putting the effort into learning to sell a new way is worth the time.
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