Wednesday, December 24, 2008

Rules 10-12 From The List

10. Keep the buyer saying Yes.

Get the buyer used to agreeing with you early and often so that it comes to them naturally when it's time to close the deal. This is accomplished by phrasing your sentences so that there is little choice but to respond in agreement. Just ask them to agree with you on the obvious as your conversation progresses from introduction to information gathering to solution delivery to close.

"You're looking to save money, right?" "So, if I showed you that my product could help you save money, then you'd probably be smart to do business with us. Is that correct?" "Because, from what you've told me, I think I can help you save X percent. Do you agree?"

Creating a pattern of harmony breaks down the initial tendency towards objection that arises the moment someone feels they are being sold. Guide their thought process to acknowledging the value of your proposition, and you'll find that the focus stays on how to work together rather than possible reasons that you shouldn't. Make it easy to say Yes.


11. Position yourself as an educator/authority. Be an industry advocate/evangelist.

The core tenet of the consultative sale is that you are here to help, not sell. This means making it clear that you are an expert or 'consultant' specializing in delivering the most relevant information and advice pertinent to your product, so you better damn well know your industry (rule #1), or at least your piece if it, better than the decision maker. Otherwise, you're just another rookie tasked with pitching them on a solution you haven't made the effort to understand.

Make it clear that you intend to do your research before teaching while displaying a knowledgeable sympathy for their situation. "How do you plan to deal with X" is a great question. Or, phrased another way, "Now that X is behind us, are you looking to adjust by Y?" It should be apparent that you are a person who stays current on relevant issues and how other decision makers are adjusting to compete.

Use specific examples if you can. "Company X just folded because they failed to react to Y. I'd like to help you avoid their mistake by working with my company." Nobody wants to get caught unprepared, so they'll want to work with someone they can rely on to be in the know.

Establishing credibility reduces resistance. Take the time to learn how the prospect is approaching the decision pertinent to your product, and explain as an informed expert why it makes sense to do business together before the opportunity has passed them by.

12. Destroy all acronyms and words with negative connotation.

Some words just should not be spoken by a working sales professional. The most glaring being alphabet soup understood by only a handful of industry insiders and words that automatically frame anything about your product in a negative light.

Possessing a working knowledge of industry jargon and acronyms does not mean that you are obligated to use it without provocation. Understanding what it means to be an XLC PCU converter with a 5-BTSU rating is a display of competency. However, challenging the prospect to express their understanding of the same is a quick route to avoidable alienation. It makes you seem self-absorbed, not educated or likeable. If you must get into technical talk early, start with the most basic level of understanding and work your way towards more advanced intricacies. You want to get into the dirty work with mutual understanding instead of jumping there without company.

'Can't' 'Won't' 'Don't' 'Shouldn't' "Couldn't' 'Wouldn't' - These are all words that bring people to a condition of negative thinking. A place you don't want to be during the sales process. If they do sneak their way out of your mouth, make sure it's about the competition or an alternative solution. Instead of admitting what you can't do, suggest what you can do. Instead of acknowledging your limitations, focus on your relative strengths. "There's no sense even discussing X without adequate Y" or "What we can do is X, which means that Y is not a concern." Prepare yourself with a reply for every challenge to your product's capacity that shifts the spotlight from a weakness to strength. You control the conversation, so don't trap yourself into an adverse exit by alienating the prospect through unfamiliar language or acknowledgement of your own inadequacies.

No comments:

Post a Comment