Times are tough. More business owners are learning how to sell. Many are looking for “tricks” to close the deal. Don’t fall for this. Sure, you can make a couple of sales this way - but it’s not sustainable. Over time, manipulation and pressure never wins. It’s dishonest and shows a lack of integrity, which people are very good at recognizing. Especially in today’s market. You can’t con people into supporting your company.
In the “golden age” many owners banked it that their product or service was good enough to attract customers without outside help.
If you started your business just before the worst years, during them or after them, you likely met The Great Recession. Many joke that history books will gloss over the period as a footnote.
Other owners got caught up in perfecting launch details. Many learned in time that without customers and revenue, a fantastic product and business model is useless. Sales makes or breaks a business. It’s surprising to learn how many owners treat sales as secondary, not primary.
There’s no way one short article could teach you everything about sales. But there are several situations that most salespeople face. Good responses in these moments often make or break a sale.
The Person with Authority to Buy
Every salesperson hits a phase in the process when they wonder who can buy. If you’re struggling to close the deal, it may be because you need the person with authority to buy. Often the one you’re talking to isn’t it. He or she is an influencer. Their job is to get you to the one who can.
The meetings you need to have with an influencer depend on the buying cycle. For shorter-cycle products, like one might find at the used car lot, it’s faster. A strong example: A 17-year-old who browses your lot at his parents’ request. Ask for his parents’ phone number. If he won’t give it to you, drop him and pursue better prospects.
But for longer-cycle products, like a new phone system for a mid-sized company, you’ll be less direct. Several meetings with procurement, IT and others happen before your chance to sell to the real decision-maker.
When you realize your contact isn’t who you need to talk to, ask. Try something simple like, “Who else is involved in the decision-making process? Should we talk to them?” It’s far less awkward than insulting the person who set you up with them, such as, “I only deal with real decision-makers.” Even receptionists have turned a small prospecting effort into a huge payday, so be respectful and work your networks at all levels in the companies you’re targeting.
When Someone’s Interested or Not
How do you tell when someone’s interested or not? A sure sign is when they ask lots of questions. People who don’t care don’t ask questions. Don’t be scared when they raise objections, either. Objections are really just concerns. If someone doesn’t believe you can handle their order volume, show them you can.
Try not to take rejection personally. In some cases, maybe it wasn’t rejection at all. Sometimes it’s not a final answer. Take this less as a no, and more as the customer questioning your ability to meet his or her needs. Ask enough questions, and you’ll find what they need. Use that to get their business.
The hardest case is the person who won’t make a decision. No questions asked. No objections raised. No obvious rejection. Maybe they don’t trust you. Don’t chase them. Make yourself useful. Be their advisor. Work hard to become their go-to in the industry, not just a company that hits their price point. They may buy from you later. If you’re sure your contact answered without real negativity, following up at least once to offer help, support, or friendship can put you first in the buyer’s mind.
Another common situation: How long should you stick with a prospect who seems interested? There’s no easy answer, since everyone handles sales at their own pace. Don’t give up on hot leads, but remember: Other clients won’t wait forever. Early on, do something uncomfortable: Ask when they think they’ll make a decision. It gives you an answer that avoids having to wonder later. Asking keeps you focused, and makes sure you know where that potential buyer stands, either as a lead worth pursuing or someone you need to forget.
Asking a potential buyer what his schedule looks like is a common strategy. So common that your customers will be very familiar with the question. Asking more creative questions can get the same answer in a less saleslike way. For example, say you’re selling a new phone system. By asking about the company’s goals, the buyer might reveal a need to get three more staffers on the phones by the end of the fiscal year. Any client who can predict future goals into the fiscal calendar has deadlines by which he or she needs solutions. When you identify those needs, offer those solutions.
Follow-up is about timing. Back to the car lot for this one: A buyer brings their son by because he’s just turned 17. The parents say they’ll buy when he turns 18. You’ll have to find out what they want and check in about it every three months.
A Full Proposal
A prospect wants to see a proposal. This catches plenty of salespeople off guard. Is this a sign he’s ready to buy? Maybe, but that depends. Some customers drop a proposal request to get you to go away. Proposals can take hours to produce. But you can spend that time talking to other prospects who will buy. Sometimes, when someone wants to see a proposal, what they really want is a quote.
Yes, some customers are focused on price. It’s unfair, yet companies bend over backwards to offer a perfect proposal.
For either the seller or the buyer, feeling stuck is frustrating. When you feel stuck, it may be your best chance. Ask what they’re trying to accomplish, why and by when. Don’t hesitate to ask about what they need to feel confident making the purchase. This gives you the criteria you’ll use to craft a custom experience for them, and puts them at ease.
When clients push back about giving details of their needs, don’t take it personally. Tell them you don’t want to waste their time. Explain that what you really want to do is find out what they need, so you can bring a tailored solution that meets their needs, rather than presenting a generic bid that your rivals have already offered. Make yourself unique.
About Delancey Street
Delancey Street is a premier, and award winning, business debt settlement company that helps business owners nationwide. Our goal is simple: help you escape debt in a safe and legal manner. Based out of New York, we can help in 49 of 50 states. We tell you how it is; because your business and future is on the line.
