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<\/img><\/a><\/p>\nMore often than not, though, after a long day of chasing quarry, we get a nibble, then\u2014to ensure the prey does not get antsy and pull away\u2014we continue feeding it line. We want to ensure it has properly taken the bait and that we\u2019ll get a solid hookset. And while this approach requires patience and resolve, it\u2019s very effective for dealing with tough prey that don\u2019t easily fall for simple tactics.<\/p>\n
Salespeople, too, are well aware of this approach, often referring to it as strip-lining. A lead is forced to make a quick decision that will dramatically alter the shape of the negotiations. For example, when faced with a prospect who complains about the features of a vehicle they\u2019d previously expressed interest in, a car salesman may say, \u201cMaybe this isn\u2019t what you\u2019re looking for. Have you tried [a competing brand]?\u201d<\/p>\n
At that point, the prospect will typically say one of two things, both of which alert the salesperson where the potential customer stands in the process:<\/p>\n
- \n
- \u201cYes, I have looked at the competition, but they didn\u2019t have what I was looking for.\u201d<\/li>\n
- \u201cMaybe you\u2019re right. I think I need to do more shopping.\u201d<\/li>\n<\/ol>\n
Upon hearing the first answer, the salesperson knows the prospect has <\/i>likely done her homework and wound up here after narrowing down her options. This means she\u2019s being coy about her interest in the vehicle, but is likely ready to negotiate.<\/p>\n
If a salesperson hears the second answer, they can rest assured the prospect is not ready to buy and is likely wasting their time.<\/p>\n
When working to qualify difficult prospects, the saying, \u201cTo be forewarned is to be forearmed,\u201d certainly applies.<\/p>\n
The Typical Difficult Sales Scenario<\/h3>\n
- \n
- Your prospect expresses interest in a product or service.<\/li>\n
- Soon after, he complains about the features.<\/li>\n
- The salesperson counters: \u201cMaybe this isn\u2019t what you\u2019re looking for. Have you tried [our competition]?<\/li>\n
- Now the salesperson will generally hear one of two responses:\n
- \n
- \u201cYes, I have looked at the competition, but they didn\u2019t have what I was looking for.\u201d\n
- \n
- Now the salesperson knows the prospect has likely done his homework.<\/li>\n
- He\u2019s here after narrowing down his options.<\/li>\n
- He\u2019s being coy about his interest in the product or service, but is likely ready to negotiate.<\/li>\n<\/ul>\n<\/li>\n
- \u201cMaybe you\u2019re right. I think I need to do more shopping.\u201d\n
- \n
- The prospect is not ready to buy and is likely wasting his time.<\/li>\n
- The salesperson needs to move into a passive role.<\/li>\n<\/ul>\n<\/li>\n<\/ul>\n<\/li>\n<\/ul>\n
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<\/img> <\/p>\nDifficult doesn\u2019t mean impossible<\/b><\/h2>\n
There are two key things you have to consider when working with difficult prospects, says Bruce May, co-founder of Axix Group and an expert who teaches the nuances of the sales and marketing process.<\/p>\n
\u201cFirst, you must know where are they in the buying process\u2014are they shopping around? Are they really ready to buy?\u201d he says.<\/p>\n
From there, the job becomes knowing what personality type you\u2019re dealing with. While sales professionals break down personas to varying levels to better gauge the best approach for moving forward, the real key is to understand what negotiation style works best with the person you\u2019re with.<\/p>\n
\u201cYou simply have to be smart about managing the buying process,\u201d says May. \u201cIf you can open up and be entirely transparent, a lot of time you can [change a difficult sale into a willing one]. You educate them by being honest: \u2018I simply want to make you aware that this is how we do things here. Maybe you weren\u2019t aware, but this is how we approach a sale with all of our clients.\u2019\u201d<\/p>\n
This approach, he says, has a way of getting everyone on the same page and allows the sales process to move forward with fewer objections.<\/p>\n
May, whose knowledge of sales and the sales process seems limitless, shared three tips for getting to the core of the issue with difficult\u2014but worthwhile\u2014prospects, and closing the deal.<\/p>\n
You need to understand where your prospect is coming from<\/b><\/h2>\n
\u201cYou have to understand consumers\u2019 points of view\u2014where they are coming from,\u201d says May. \u201cIf you don\u2019t already have it, communication training can be invaluable. That puts you in control of the conversation, allowing you to manage it effectively every step of the way.\u201d<\/p>\n
You need to understand where your prospect is coming from #sales<\/a> <\/i>[TWEET THIS<\/a>]<\/p>\n
One thing the best salespeople are expert at is seizing what\u2019s really holding up the sale. It could be price, features, sales tactics, or a host of individual features.<\/p>\n
Whatever it is, your job is to find the objection, get to the bottom of it, and move the sale forward.<\/p>\n
Salespeople Must Ask Questions and Truly Listen to Answers<\/h3>\n
- \n
- Your questions help:\n
- \n
- You fully understand the needs of the customer<\/li>\n
- The customer relax, believe you, and trust you<\/li>\n<\/ul>\n<\/li>\n
- To listen effectively:\n
- \n
- Ask questions and focus on helping the customer.<\/li>\n
- Actively listen when speaking with the customer.<\/li>\n
- Do not interrupt.<\/li>\n
- Pause before you reply and carefully considering your customer\u2019s words or answers.<\/li>\n
- Question for clarification.<\/li>\n<\/ul>\n<\/li>\n<\/ul>\n
![\"\"](\"https:\/\/www.salesforce.com\/ca\/blog\/wp-content\/uploads\/sites\/12\/2023\/10\/take-on-tough-sale-002.jpg?strip=all&quality=95\")
<\/img> <\/p>\nIn the wildly popular book Decisive<\/i>, authors Chip and Dan Heath share some research that highlights a favorable approach to this scenario. It\u2019s called the \u201cOne-Percent Solution.\u201d The person dealing with pushback has one goal: to find the one percent\u2014a small but important objection\u2014that\u2019s holding back the other 99 per cent from moving forward. Once you find it, you\u2019ll smooth the path to successful negotiations.<\/p>\n
Don\u2019t be afraid to ask for the sale<\/b><\/h2>\n
We\u2019ve all heard the phrase \u201cget out of your own way\u201d as it pertains to business. According to May, the same applies to sales.<\/p>\n
\u201cIf you\u2019ve managed the sales process effectively, if you\u2019ve communicated effectively, if you\u2019ve understood the customer\u2019s challenges\u2014including understanding how your solution addresses those challenges\u2014you don\u2019t have to ask them the sale, you give them the sale,\u201d he says.<\/p>\n
Too often, says May, salespeople don\u2019t realize when the negotiations are over and the person on the other side is ready to sign on the dotted line. Remember, he says, that it\u2019s less about leading a horse to water than it is figuring out the right water hole for the horse you\u2019re negotiating with. If you lead them there, they\u2019ll gladly drink.<\/p>\n
Credibility and trust are the real closers<\/b><\/h2>\n
How to Build Trust with Customers<\/b><\/h3>\n
<\/h3>\n
- \n
- Don’t say anything nice about your product\/service.<\/li>\n
- Focus on being helpful in every interaction.\n
- \n
- Tell them about results other clients achieved.<\/li>\n
- Talk about their critical business issues.<\/li>\n
- Share ideas, insights, and information that would be beneficial to them.<\/li>\n
- Ask questions.<\/li>\n
- Make sure they have no doubts that your intent is to provide value to them. <\/li>\n<\/ul>\n<\/li>\n
- Be truthful, even when it hurts. <\/li>\n<\/ul>\n
![\"\"](\"https:\/\/www.salesforce.com\/ca\/blog\/wp-content\/uploads\/sites\/12\/2023\/10\/take-on-tough-sale-003.jpg?strip=all&quality=95\")
<\/img> <\/p>\nIt\u2019s never adversarial or argumentative; it\u2019s all about helping the prospect get what they want and need<\/i> #cdnbiz<\/a> [TWEET THIS<\/a>]<\/p>\n
- Your questions help:\n
- \u201cYes, I have looked at the competition, but they didn\u2019t have what I was looking for.\u201d\n