How Beliefs Can Sabotage the Sale

Our family had just bought an adorable new puppy. The problem was, every time the door opened, the puppy would run out, almost get hit by a car, or get lost in the neighborhood. You can imagine the anxiety and angst of hearing screeching tires or looking for a lost puppy with crying kids. We decided the answer was to buy an invisible fence.

My wife called a local company. We budgeted up to $2,000 to buy and install the fence...it just wasn't worth the time and emotional anxiety looking for the puppy when he snuck out.

Our checkbook was open on the table when the sales person came over.  He proceeded to deliver a detailed and professional presentation to my wife, including company history, product specs, competitive comparisons, samples, and an $1,800 installed price. He ended this presentation by producing a list of satisfied customers and said, "I understand that this product is a big investment and that you and your husband probably want to do some more research. Why don't you call some of our satisfied customers?  You'll find that we have the best quality and customer service. I'd love the opportunity to earn your business and will call you next week to follow up."

When I got home that night, I asked my wife if she had bought the fence. She said no, he is going to call next week. I asked, "What happened? We need that fence now!" She told me that she was going to call the references he gave her and check in with other customers.

Now his sales manager probably wonders why he can't close deals any faster.  And I'll bet he tells him: "I've been in this industry for over 20 years. We have the most expensive invisible fence around, and believe me, you just can't sell this product on one call". The prospect needs referrals to help convince them

In reality, the only question the sales person had to ask my wife was "What happened that made you consider an invisible fence?" She would have broken down and cried as she signed the check. The lesson learned is: A salesperson's beliefs lead to their actions, which drive their results. Often, salespeople get in their own way.