Many salespeople assume that the buyer has the same expectations
that they do. They tell the prospect about their product or
service, see if there is a fit, and then they sell the product.
Problems
can arise from this because the buyer often has an agenda that
rarely matches the salesperson's agenda.
The buyer is looking
out for his own best interest and often views the salesperson as
a threat. It's not uncommon for buyers to think that salespeople
are trying to convince them to buy the most expensive product
they have. When they feel this way, their goal is to undermine
the salesperson by proving that they don't need the product or
service.
To avoid this
problem, set expectations early with your prospect to ensure
that you are both on the same page.
Many salespeople feel they can't just lay out an agenda and
expectations because they fear it will upset the prospect (or
scare him off).
To put him more at
ease, tell him that you want to speak with him about your sales
process. Invite him to share his agenda so that you have an idea
of what he wants to cover. This enables both of you to create an
outline that satisfies both parties. Instead of the prospect
looking to find a hidden agenda, he is following a plan the two
of you have set. You become teammates working together to
satisfy a common goal – to discover whether or not your product
or service is a good fit.
Sandler Systems, Inc. All rights reserved.
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