Maintaining control of the sales process

Words of Wisdom / By

“Brevity is a great charm of eloquence.”
Cicero

One of the biggest mistakes poor salespeople make is that they lose control of the sales process at various stages. There are many ways they accomplish this. Here are just a few of the common ones for your consideration:

  1. They quote price too early in the process- just because the prospect has asked for a price doesn’t mean they need it or want it right away. Prospects who want you to go to price early are generally price shoppers and my not be worth a great deal of your time. Price is a function of perceived value. If you have not had a chance to build value resist the tendency to give or quote price.
  2. They don’t ask enough questions early in the sales process. They just ramble on and on. These salespeople feel or believe that people buy because of the various features of their product or service. Everyone’s reasons for buying your product/service are unique. Resist the need or tendency to give information before you get information. Poor salespeople have a tendency to move too quickly out of the question mode and into the presentation mode.
  3. They send out literature or emails full of information when asked, without first qualifying the prospect. Billions of dollars of litter goes in the trash every year. Requesting literature is often just a ploy or tactic to get rid of you. You think, “Ah ha… they want information.” They are thinking, “Finally I have got this idiot out of my life.”
  4. They deliver proposals to the prospect’s door and then just wait patiently for an answer. To buy or not to buy, that is the question friends. Proposals and responses to RFP’s are not always what they seem. Before you jump through hoops make sure that this is not some technique to put you through the ringer for nothing or some other agenda.
  5. They fail to set appointments that are convenient to them – always bowing to the customer. Successful salespeople are very busy just like anyone else in any other profession who is successful. I can just see it now, you telling your dentist when you can or will see them rather than them telling you what their openings are.
  6. They lug equipment to demonstrate in the prospect’s office rather than getting the prospect to visit their office. This is O.K. if you are in your 20’s but as soon as you get into your 50’s it can get a little tiring.
  7. They don’t get deposits and hope the prospect will pay someday. One of the best ways to bring the trust issue or lack of it to the surface, if a lack of trust is going to eventually blow the sale, is money. Asking for deposits or full payment in advance is quite normal in most purchases. Tell me you can drive your new car off the lot or move into your new home before you have paid for it or made payment contract arrangements.
  8. They leave ‘will calls’ when telephoning a prospect. The assumption here is that buying from you is the most important thing in their life. Please, if you are trying to sell me something don’t expect me to do your work for you.

I could go on but I am sure you get my drift.

Control is one of the key elements for success in sales. Successful salespeople understand that control is not manipulation, but is in the ultimate best interests of the prospect or client.

I will bet you have a prospect right now, as you are reading this, with whom you have lost control. You are waiting for this prospect to respond to your offer, appeal or whatever. I know because I teach this stuff and I am guilty from time to time of making the same mistake. How do you get and keep control? It is simple, but not easy. The best time to get control of the sales process with a new prospect is in the early stages of the relationship. It is very difficult, if not impossible, to get it back later if you don’t get it early. One of the best strategies is: get information before you give it. Questions always come before your presentation, pricing, literature, etc.

Successful salespeople determine not only the buying habits and payment philosophy of the prospects and clients they have, but also the respect they receive and the manner in which they are treated by these prospects/clients. I have some great clients. Their behavior makes me want to do an even better job for them. I also have a few difficult clients. Guess what? They told me they were going to be difficult in the early stages, of the relationship by their behavior. Some of you may have some clients you wish you didn’t have. Right? Pay attention to early signals and remember: you and I have what our prospects want and need – solutions to their needs and problems. So keep control of the buying process.