The more you understand who your prospect is, the better you will understand how to help him. That goes without saying, right? Learning about people is ‘bonding and rapport’. When you walk into someone’s office and they ask you if you’d like a cup of coffee, do you know what you are going to say? You ask, “Are you going to have a cup of coffee?” It may sound trivial, but how do you know whether or not the prospect even likes coffee? What if they hate coffee? It’s over. You think you are there for a 1-hour presentation and it took 15-seconds to screw it up. You have to be careful. Selling is a fine-edged business. The difference between making a sale these days and losing a sales is only a matter of inches.
It’s OK to bail out a prospect. This day in age, prospective clients have done their homework even before you meet them. Unfortunately industry buzzwords are all the rage. I can’t remember how many times I have been to a company’s website and after reading what a company did, I still had no clue what they were all about. Been there? Can your prospects say the same thing about you? Even if they can’t, don’t expect them to understand buzzwords they may pick up from your competitors. In laymen’s terms, what do you do and how can you help me? At this stage, sales people are so quick to want their personal needs met that they forget what they are doing. There is no such thing as a bad prospect. There are only bad sales people.
Selling is such a simple exercise. If you can come out of a sales call and everything is completely understood, then you have it made. Record your calls sometime and play it back. I guarantee, you will see how easy it is to screw up a sale. Average sales people will never take responsibility for losing a sale. They blame the prospect. If your prospect has a hard time understanding what you do, tell them a story about how they are not alone. We all like to think our problems are only unique to us. Not true. When a prospect comes to you and says “I have this problem with ‘X’”…“Mr. & Mrs. Prospect, that is not unusual…everyone that we talk to has the same problem.”. Your prospects will love you for it. Don’t go, “You know, you are the first person in 27-years to tell us this.”
In closing, you can’t handle stalls and objections. Why would you want to? Only one person can handle stalls and objections…and that is the prospect. You don’t get paid enough to know how to handle stalls and objections. A prospect tells you, “I don’t want to pay ‘X’”. Dale Carnegie tells you, “You are really gonna love it. Best ‘X’ in town.” Try this on for size. The next time a prospect tells you, “I don’t want to pay ‘X’”. What do you say? You are a nice person…you tell the prospect “OK, don’t pay it”. And shut up. Not another word. Let the prospect justify why they don’t want to pay for ‘X’. In reality you don’t know how they came to that conclusion in the first place…so let them tell you.