Most of them out there with a sales career hate rejection and find the whole sales process extremely frustrating. They have their reasons:
ü The anticipation a lead triggers in the sales cycle is that of revenue (Read commission) and if that does not materialize, the efforts go waste
ü They cannot handle the price war with competition
ü They are ill equipped to manage objections effectively
ü It is time consuming and the gap is wide between lead and deal
And the reasons continue.
There is a whole crowd out there who firmly thinks, they can win the order only
ü If their company agreed to give that discount
ü If their product had that feature - that extra tray or pin or needle which competitor’s product had.
ü If there was something extra or incentive for the client that is offered for free, along with every purchase.
ü If there were enough positive reviews online
ü If company image is gets better in the reputation scale
And the excuses continue.
Being in sales for a considerably long time across industries, the few simple acts that work for me are
I. Do not Sell, Just Pitch
ü People love to buy however they hate to be sold. What is new about this? – Once you switch focus from product to people, you will automatically know whether to pitch or not.
ü When you just pitch, you act as a facilitator, the torch bearer showing the path, not pushing them to walk on that road.
ü How do you feel when the same person tells you the very same thing (to buy) every time he meets you – You feel great or guilty or disgusted? You take a call if you want your buyer to feel that way about you.
II. Establish the need
ü Do this right the first time and do this with utmost honesty to build trust - You are done for the moment.
ü You establish need not by providing a dozen answers but by asking the right questions.
ü Your role is to just assist the buyer to think about the needs he is likely to have today, tomorrow and day after.
ü You need not control the decision making process, you just have to influence their thinking patterns and horizon – Are they able to see that far where you know they will need what
III. Position your product/ service
ü You offer your product or service as solution and leave it at that.
ü Once you have appropriately established the need or critical pain points, step III is a natural drift and the most predictable conclusion to the first connect.
ü In all probability the buyer will be eagerly waiting for the solution you have
IV. Do not follow up
ü I know this last bit contradicts age old advice to follow up.
ü The simple rationale is - the one whose need is more severe should ideally be the person/ entity to follow up.
ü If you have established the need well in the first place, they will follow up and if you have not done step II right, your follow up will face a flat response.
Do you know your client enough to make the right pitch?