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When you really want (or possibly need) to close a sale,
it’s easy to drop into “convincing” mode. You begin to sound
like the stereotypical “high-pressure” salesperson explaining
the benefits of the various features of your product or service
and “justifying” the costs.
These are precisely the things
you shouldn’t be doing. Why? Because, when you drop
into “convincing” mode, you talk too much --- which will
decrease your chance to closing the sale quickly, or perhaps
closing it all.
Less is more
--- relevant. Prospects don’t need to know everything about
your product or service, only those aspects that directly
address their concerns, problems, issues, goals, and
objectives.
Overloading
them with additional information may raise doubts or bring to
the surface additional elements they need to “think about.”
During a sales
call, the objective is to help prospects discover how you can
help them solve their problems, meet their challenges and reach
their goals, not tell them. Learn to educate with questions and
third-party stories.
Also, recognize
when the sale is made, and then stop “selling.” Salespeople who
talk too much soon become victims of the 5/55 rule --- they make
the sale in the first 5 minutes of the meeting, and then spend
the next 55 minutes “buying” it back.
Once the
prospect has made a buying decision, trying to reinforce the
decision by adding additional information will most often do
more harm than good.
© Sandler Systems, Inc. All rights reserved.
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