BUYER FEELS FEAR TOO

Let’s assume you’re in a call and the call appears to be a perfect one. You’ve both hit if off well, the rapport is great, and the sale is progressing well with positive signal after positive signal in both the physical and verbal signals received, but as you come closer to the formal close, the prospect’s attitude changes. Now he’s unsure, critical and even cynical. Some even abruptly terminate the call for no apparent reason, while others may even simply ignore you.

The most probable reason for this is, the seller doesn’t know or understand the selling rules; the seller didn’t address the real issues and the seller didn’t probe well enough before the presentation began; all the seller did is build fear, not comfort.

And as the sale nears to a close, the buyer is thinking:

• “Am I making a mistake?”
• “Will I get my money’s worth?”
• “How do I know the seller is telling the truth?”
• “Should I talk it over with someone first?”
• “Am I acting with sufficient thought?” and so on.

The problem here is, when a prospect has doubt, they usually don’t want to do anything. But there’s still a way of correcting this situation – and most salespeople are too afraid to use it.. Because it’s a strategy borrowed from the military –

When under attack don’t defend – ATTACK.

Here the counter attack always catches the attacker off guard and for a short time those attacking have to defend until they regroup and attack once more. It should be that way in sales too. But here you attack where you know the defence is weakest – and your probing questions should have given you this information before you embark on the manner in which you will undertake the attack.

I’d now probably lead with,

• “You’re probably thinking to yourself, am I making a mistake is that right?”

Wait for an answer or a nod, then add (even if the answer is

• “What makes you think that?”

Then wait for an answer again and add

• “A number of our people feel that way at first, so tell me, what seems to be your primary concern?”

When that is answered you simply ask,

• “Anything else?”

… and repeat those two words until they have nothing more to say. If nothing more, those questions will get the sale back on track.

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