For most people just about everything you’ve ever been taught about sales or selling is wrong. Things like “Always be closing” or “Close early and often” or “Every “No” is one step closer to a “Yes”” have been taken so far out of context it’s no wonder the average person has a bad impression of sales people.
Too many people trying to sell their products or services don’t listen and think that sales is all about overcoming objections and closing. Well, that’s only if you are doing it the wrong way.
I know I’ve talked about this before but this is vitally important if you want to make more sales without creating pressure or stress for both you and your prospect so I am going to talk about it again.
Stop using old-school battlefield styles sales tactics and start helping your prospects buy when they are ready to buy. In other words; “Get out of the way and let them buy“. The old adage; people love to buy but hate to be sold is true so why fight it. Help them buy.
Ask yourself what problems your clients are trying to solve. How can you help them make the best decision for them? Even if it means they don’t buy now or maybe not ever. What’s best for them?
If you are going make a presentation don’t make it all about you. Believe it or not nobody cares how great you or you company are. What they care about is will what you have solve their problem?
How well do you know you prospect’s or client’s challenges? Can you describe their pain, you know, the problems that have them worried or keep them up at night, better than they can? When you can they will know you understand and that you are the expert.
If you can’t then you need to do your homework and start asking your prospects and clients what their greatest fears and worries are. Then determine if what you have to offer solves the problem. If it doesn’t what do you need to change so that it does? If it does what do you need to change about how you present it so that they know it’s what they need?
How can you help them figure it out? The simplest way is by asking questions and caring what the answer is. You show you care when you listen and ask probing questions to really understand their situation. You prove you’re just a salesperson and that you only care about the sale when you pounce on the first problem they mention and start selling and overcoming objections like it’s an Olympic wrestling match.
If you, or your company, is doing marketing the right way then you should only be working with prospects that are a 7 or better (1 to 10 scale) in terms of being ready to make a purchase. If you determine someone is a 6 or lower they should be put back into your marketing process to maintain top of mind awareness until they raise their hand again indicating they might be ready to move forward.
If you are cold calling you will need to do a proper analysis to determine if they have a need that they want to solve now or not. If they do you move forward if not you move on but you put them into a nurturing process so they come back to you when they’re ready.
You will find that when you align your sales process with your prospects needs instead of trying to get them to align with your sales process you will make more sales in less time with less pressure or stress for both you and your clients.
Share with me what changes you are going to make of questions you have about how you would implement this in your sales situation.
Did you know that according to recent research 49% of all leads are never followed up on?
Why do you think that is?
From the clients I’ve worked with it seems there are several reasons.
If you dig deep you will find that there are more reasons people don’t follow up on their leads but I have found these 3 to be the most common. If you aren’t following up on all of your leads figure out why and fix it. You will find that many of the leads you aren’t getting to are the ones just waiting to sign up.
Let me know what challenges you’ve had with following up on leads and while you’re at it tell me what you’re going to do to solve the problem.
I was talking with a good friend of mine last night and we had a good laugh at how new salespeople do when they first start compared to a month or so down the line. What we were laughing about is that with very little information they are able to go out and start making sales but in no time at all they learn a lot more about their industry and their own product and their sales drop like a rock and they don’t understand why.
What they don’t realize, because it happens gradually, is that as they get asked questions they don’t know the answer too they learn the answer and then since one person asked everyone must want to know so they add it to their presentation. When they started they didn’t know enough to talk much so they had to ask questions. They could only talk about what they were taught so they naturally talked less and listened more. Now that they have learned so much in the last month they are doing all the talking and they are no longer making as many sales.
How does this apply to your situation? If you’re struggling with signing up new clients take a long hard look at your process. Who’s doing all the talking? How many questions are you asking? Are you assuming you know their needs as soon as they mention a problem other clients have had? If you do make that assumption do you jump into presentation mode?
Simple solution: Go back to the basics and properly qualify. Don’t tackle surface issues. Instead ask questions about the issues they bring up so you really know what the underlying cause of the problem is and what it’s costing them to continue like this. Then, if you are going to start presenting keep what you have to say limited to the problems you uncovered. When you do that you will find you’re signing up clients again and it’s because you didn’t confuse them with a bunch of information they didn’t need and since you were laser focused on their needs they will know you care about them and that you can help them.
So, Stop Selling And Make More Sales. 😉
If you have questions about this or you want to share how you’ve experienced this very same thing leave a comment. We’d love to hear from you.