What are the reasons why you wouldn’t buy?
20 May 2011
Guided Selling enables sales reps to also ask the questions that they would rather not ask
Many sales reps for products and services to business recipients use the word: “buying signal”. When the purchasing party requests a demonstration of the product, that is seen as a buying signal. When the purchaser asks the price: buying signal! If the management team gets involved: buying signal! When the purchaser would like to pay a reference visit to an existing client’s location: yet another buying signal! Sales reps are often so driven by success that they are keen to hear buying signals. When multiple buy signals are perceived, the chance percentage automatically rises in the forecast.
Buying signals are misleading
Now, I’m the last person who would claim that buy signals are not important. But they are misleading, because they only tell part of the story. That fact is borne out, as well, because despite all of the buying signals given off, the deal still cannot be made. That 80% sales probability remains in the forecast for months.
Difficult question
It is important, therefore, for sales reps to ask a question that they would rather not ask. That question is: “What are the reasons why you wouldn’t buy?” That is an uncomfortable question for many sales reps to ask. They are so focused on the buying signals that they don’t want to see the risks. Being the optimists that they so often are, sales reps often would rather hear positive news than negative news.
Uncertainties above water
To actually be able to land that deal, it is important for the reasons why a customer wouldn’t buy to be brought to light. After all, it is precisely those uncertainties that the customer is still wrestling with. And if those uncertainties cannot be resolved, no deal will be reached!
A realistic forecast
With Guided Selling, the sales process as well as the sales dialogue can be given shape, which also enables you to make a conscious inventory of the risks. Guided Selling helps the sales rep ask the questions that they sometimes repress, which increases the chance of winning the order. That comes from the fact that the sales rep is showing interest in the concerns and questions that the buyer still has, and the sales rep appears to be geared towards resolving those concerns. That in itself increases the chances of closing the deal! Moreover, by asking questions that you would normally avoid, a more realistic forecast is created, which is no longer based on a positive interpretation of buying signals that are rounded upwards, but instead are based on a systematic inventory of opportunities and threats!
Otto van der Tang is Managing Director at Sofon - supplier of sales support software. As Otto has a lot of contact with clients, he has a clear insight into how companies that deliver customer-specific products and services can realize improvements within their sales and quotation process.
Comments
No entries
