Get Information, Don’t Give it
By Phil Davis
When was the Battle of Hastings?
Do you know the answer?
Did you hear yourself thinking it?
Every time I ask an audience of salespeople that question someone always calls out “1066”.
How long do you think they had been carrying around that piece of information? When was the last time they got paid for knowing the answer? Probably a long time and regarding payment, the answer is always… “Never”.
That leads me to a goal I urge you to set for yourself: Sell Today and Educate Tomorrow
This is a difficult rule to learn and follow. As a sales professional, you may like to educate. After all, that’s your business. But, educating your prospect before the sale may not result in a new customer or client. And, since you probably spent years of toil to master your selling system, when someone asks you a question, you can’t wait to give the answer. Don’t do it.
Why are salespeople so quick to give away information? It is a natural tendency for salespeople to want to educate. That is true, but probably motivated by the fact that they don’t want to look stupid. Salespeople who don’t feel OK about themselves are even more likely to give away the farm. The prospect will turn them into Unpaid Consultants.
You are earning today exactly what you believe you are worth. Not a penny more or a penny less.
Preventing Buyer’s Remorse:
Buyer’s remorse is a risk you face each time you close a sale. These strategies will help you minimize that risk.
- Qualify, qualify, qualify Is the buyer in a position to buy what you’re selling?
- Sell the product, don’t hype it. Under-promise and over-deliver, not the other way around.
- Get objections out before the sale, not after it.Objections prior to the sale increase the likelihood of satisfaction after the sale. Before you close a sale, make sure that whatever might upset the buyer later is air and resolved.
- Involve the buyer emotionally.Create emotional involvement by uncovering the buyer’s pain and revealing how your product or service will reduce or eliminate that pain.
- Get a commitment, not just an order. A contract without a commitment is buyer’s remorse in the making. After the sale, ask questions focusing on commitment and what you can do to increase it.
- Help buyers plan for remorse. Rather than hiding from buyer’s remorse, bring it out in the open.
- Get an agreement on actions in case buyer’s remorse sets in. Make a contract with your client about what they’ll do if they begin to question their decision.
- Describe what happens once the contract is signed.Make sure there will be no surprises or rude awakenings.
- Follow-up Use e-mail, phone calls, cards, letters and visits. Remain visible and accessible.
Phil Davis of Vancouver, provides a suite of integrated sales, sales training, marketing and other important business services to individuals and businesses alike.
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