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What is the difference between a professional fighter and a
street thug, other than preparation and skill? It’s the setting
of rules and arrangements for a fight that separate the two.
It’s a clear understanding of what is going to happen, how it’s
going to happen, and when it’s going to happen. It brings
civility and respect to a violent and confrontational event. A
thug is someone who usually fights in an underhanded way. They
look to take an opponent by surprise or use dirty tricks to best
them. Sales people can be broken down into the same two
categories as well, professional confrontation and thug tactics.
If you’re going to fight, fight up front and fair.
Thug tactics are usually employed in acts of desperation. It is
a result of frustration and a feeling of powerlessness. When
does that happen in a sales process? Typically, it is toward the
end when it’s becoming painfully clear that the prospect does
not plan to buy from the salesperson. That’s when salespeople
make unreasonable concessions and promises that they can’t hope
to deliver on. Those are the thug tactics, hiding deficiencies,
making unrealistic claims, and looking to tamper with the
decision making process to put the salesperson in the best
light, whether it’s true or not. This is a bad way to do
business. Even if the salesperson manages to pull the wool over
the prospect’s eyes they can’t hope to form a valuable
relationship. It’s based on lies and misinformation. Sooner or
later the new client will discover these things and is bound to
be dissatisfied with the vendor. It’s a recipe for disaster to
get clients that will leave with a bad impression and feel used.
So if you’re forced to fight, be up front about it. How? Just
like a professional fighter, set some expectations up front.
What you expect from the prospect and what they can expect from
you. Salespeople usually have a common set of issues that come
up that cause fights. Budget, time lines, product or service
appropriateness, competition, incumbent suppliers, etc. are all
common examples. Handle those right from the get-go with
prospects. Tell them the common problems that come up and your
biggest fears about how they can turn out badly. The prospect
can then either let you know your fears don’t apply in this
case, or that they do. If they do, talk it through, at least the
confrontation is dealt with early and can save time. At best it
can be resolved and overcome. While salespeople should never
pick a fight, they should always be on the lookout for one. As
soon as it’s identified, it’s time to confront it. Most
salespeople deal with a fight or two. The sales people that deal
with these issues professionally and honestly are the ones who
gain valuable clients.
© Sandler Systems, Inc. All rights reserved.
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