You Can't Sell Anybody Anything… Until They Discover They Want It!

Guest post by: Andrew Wall
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Firing Salespeople: Plan for "Organized Turnover" - By Andrew Wall

Despite what most traditional sales trainers tell us, it’s very difficult to convince people that they want or need something that they're not already asking to buy. Our experiences at Sandler Sales Institute have demonstrated that when we try to force-sell our products or services, all we do is evoke feelings of defensiveness in our prospects. Unconsciously, the prospects "defend" whatever it is they already own or use. Under those circumstances, prospects won't make a "new" decision.

The use of SSI’s Reversing techniques can lead prospects to "discover" that while a previous decision was a wise one, a "new" decision can also be beneficial. Be patient. Let your prospects "discover" a better way – and that your product or service is it.

A professional salesperson knows when to close the deal. The pro knows better than to pressure the prospect. People love to buy, but they hate to be sold. Consequently, the professional salesperson leads prospects to close to themselves. They do so by using a Sandler technique called Negative Reverse Selling.

How does it work? It’s simple, really. When the prospect nibbles, the salesperson lets out a little more line. Instead of moving toward the prospect’s interests, the salesperson moves away from it.

Consider this example of Negative Reverse Selling:

PROSPECT: I think I like what you're saying.

SALESPERSON: Interesting. Based on what you have been saying up until now, I would not have guessed you had any interest in my product. What did I miss?

See the subtle reverse? The loosening of the line? Instead of moving in for what looked like the obvious close, the salesperson gently moves away, all while setting the hook a little tighter. Now, watch the line tighten up as the prospect responds:

PROSPECT: Maybe you missed how I see your product solving my problem.

SALESPERSON: Great, but I’m still a little confused. Could you tell me more specifically just how you see the fit?

PROSPECT: Sure. I’ll use it by…

Do you see what's happening? The prospect is closing himself! What could be easier?

To sell like a pro, learn to set the hook only when you hear the prospect buy. Even then, one more gentle reverse won't hurt: "Mr. Smith, just what would you like me to do now?" When Mr. Smith speaks, the sale is closed. Now that’s exciting!

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Firing Salespeople: Plan for "Organized Turnover" - By Andrew Wall

About the Author: Andrew Wall

RSS for Andrew's articles - Visit Andrew's website
Sandler Training is a Global Strategic Management and Sales Training organization. With over 220 training centers around the world, hundreds of thousands of individuals and thousands of companies have embraced the Sandler Training Strategic Management and Sales principles to take their business to the next level. Sandler Training works with clients that may be as individual as entrepreneurs to global corporations to provide a “breath of fresh air” to their Business Development and Management activities. Andrew Wall is the owner of the Milton Sandler Training center. Sandler Training Canada recognized Andrew’s business with the Award of Excellence 2007 for Canada. If you are serious about embracing new Behaviors, Attitudes and Techniques to catapult your business to the next level, then contact Sandler Training at 905-864-9915 or visit www.wall.sandler.com.
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