In my last ramblings we looked at overcoming the “no hurry/no desire to change from the current supplier or serviced provider” obstacle.
Today we will look at the key reasons salespeople don’t ask for the business.
In fact surveys conducted with the fortune 500 in the States showed that 62% of presentations finish without the salesperson actually asking for the business!
The number one reason people I train state for this is fear of rejection and embarrassment. This fear comes as a result of lack of sales processes which would naturally lead to asking for the business.
The first part of the sales process then is getting a referral to the prospect by a trusted advisor and just as important is the way the advisor positions you with their client.
One of the tools we develop for our clients is a positioning statement. This is a tool you give to your referrer so that they position you in the best possible way.
Having been positioned well the next step towards closing is doing your homework on the prospect. Your referrer will often help here as they are working in the best interests of their clients in helping you.
We have been positioned well with the prospect, we are well prepared with background information including possible issues we may have solutions for, we have our appointment, – the next step is to establish trust.
We hardly ever buy from people we don’t trust and of course if our prospect doesn’t trust us then they may not give us all the information we need to taylor the very best solution for their need or may in fact deny they have a need.
Some key ways to build trust are –
• Being early or on time
• Coming prepared
• Dressing appropriately
• Having the very best sales aids – pens, folders, business cards (not a good look when salespeople hand you their “dog-eared” business card!)
• Asking good questions (nothing upsets buyers more than poorly prepared salespeople with self-serving questions)
Now we have established trust with our prospect the next step is to uncover the need and help the buyer to recognize whether the need justifies our solution.
It has been found that 64.3% of salespeople start presenting their solution before the buyer recognizes the desire for a solution. This results in buyer objections which opens
a whole new minefield to manoeuvre through.
We will look into this further in my next article.
This Weeks Action Step –
Make a list of all the closing phrases you currently use in asking for the business.
Quote of the Week –
If you don’t close the sale you are working for the opposition
Brett Burgess is a Sales Trainer and Programme Developer for Sales Impact Group.