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.
Another great resource for anyone doing inside sales is http://www.salesbuzz.com.
Michael Pedone is an expert at cold calling and his training is excellent. I have hired him several times to train my sales teams and I’ve trained over 1,200 sales people.
I think it’s always a good idea to continue learning especially when it from a pro like Michael Pedone.
Do yourself a favor and go sign up for his newsletter. He always puts out great stuff.