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The Truth Behind Linear Selling: Why It Can Make Prospects Run The Other Way

Written by: Ari Galper

Article Overview: Sean works for a major telecom company.

The Truth Behind Linear Selling: Why It Can Make Prospects Run The Other Way

Sean works for a major telecom company.

During one of our coaching sessions on how to master Unlock The Game™, he told me, "I've been diligent about following the sales process that my company believes is required
to make a sale -- but, for some strange reason, my prospects don't want to fit into that process.

What am I doing wrong?"

Sean's comment struck me because it spoke to years of traditional selling programs that promote linear selling -- moving prospects along from one step to another until
they say yes -- as a "guarantee" of sales success.

But there's an inherent conflict here.

Linear selling says that you have to impose a predetermined structure on building a relationship -- but that's by definition an unstructured process!

Suppose that the "next step" isn't what the prospect wants?

"Wait a minute," you might say. "What matters most is that I put as many prospects as possible into my sales process, and hopefully some of them will turn into sales."

If you're thinking that way, it's definitely time for you to consider a different way of thinking.

Of course you can make sales using linear selling -- but you'll never know how many sales you're losing week after week because you're wearing the "blinders" of traditional selling.

If we fail to tune in to the natural rhythm of trust-building when two strangers become involved in developing a relationship...or if we try to force prospects into our process, we make the relationship about us and not them, whether we intend to or not.

And prospects sense that and pull back, because structured, linear sales processes don't recognize the human elements required to build the relationships that ultimately lead to sales.

Before a sale can happen, prospects need to feel that you're comfortable moving at their pace and their process.

If you try to force changes in that process, you'll only set off alarms that will pigeonhole you with the negative stereotype of "salesperson."

That's why I advised Sean to work on becoming aware of the milestones that prospects set and that will guide his path to a sale.

He needed to learn to build enough trust with prospects that they would feel comfortable telling him the truth of their process and their decision making path.

"I totally accept the principles behind what you're saying," Sean then told me, "but I need to know more specifics about what to say and do in a sales situation." Here are some suggestions I gave him:

* Integrate trust-building language into your conversations with prospects
so they'll feel comfortable telling you where they are at in their process.
For example, saying "Where do you think we should go from here?" invites
them to tell you the truth, while "Why don't we set up a next appointment
to discuss our next steps" gives the impression that you're trying to take control.

* Rather than asking prospects overtly what their decision making process is,
use softer language that they can understand from their perspective, for example,
"What specific gates do you anticipate you'll need to go through as you consider
the proposition of purchasing the software to solve the business issues we discussed?"

* Don't probe or "fish" for prospects' "pain" as part of your sales process.
Prospects have learned through long experience that the appearance of caring
is usually a verbal ploy designed to move the sale forward according to the
salesperson's agenda. Instead, speak genuinely and with sincerity to what you
know their core business issues are. You can find out what these are by getting
in touch with customers who have already bought your product or service and asking,
"What three or four business issues drove your decision to buy our product?"
Chances are, your new prospect will be dealing with similar concerns.

Consider these ideas, and try these practical suggestions. They helped Sean
feel better about letting go of the old ideas he'd been taught.

Maybe they'll do the same for you.

To Your Success,

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Article Tags: alarms, blinders, game, human elements, inherent conflict, natural rhythm, negative stereotype, pace, pigeonhole, prospects, relationship, relationships, sales success, salesperson, sessions, strange reason, telecom company, two strangers



Related Forum Posts
Top sales skills - Qualifying Fast to Avoid Wasting Sales Time Do you chase after your prospects until they tell you yes or no? Do you ever tell your prospects "No", as in "No, I am not going to sell to you"? There are many things in selling that you do not and will not be able to control. The one thing that you do have control over is your time and how you choose to use it. Motivating Prospects Qualifying goes beyond budget, authority, and need. You want to sell to prospects who *want* to buy from you. Finding prospects that need our products usually is not difficult. Finding those who really want our products though can be very hard if we wait for them to come to us. Selling to People Outside Your Comfort Zone Most salespeople who are "people persons", already think that they are good at this. Let me ask you a question. When you last lost a sale, how was your rapport with the key person who decided against you?
Re: Quote of the Day - "The only people witho - Thanks for sharing this Evan, there are some very powerful quotes in there, I particularly like this one:- You are now at a crossroads. This is your opportunity to make the most important decision you will ever make. Forget your past. Who are you now? Who have you decided you really are now? Don't think about who you have been. Who are you now? Who have you decided to become? Make this decision consciously. Make it carefully. Make it powerfully. regards, Mal.
Re: Email Etiquette - [quote="jvprosperity":24jznj58] The P.S. suggestion is good but it depends on the type of communication (e.g. Autoresponder series verses one off emails to Clients or Prospects)[/quote:24jznj58] Andy, You are right. I was mainly referring to Auto Responder emails. To end a normal email, I attach signatures. Takuya
Me Too - So.... - I write. Its a form of 'pull' marketing that suits me, though I'm quite an outgoing person. I know all the stuff about it not being me, 'they're just not ready yet'. Truth is I'm not good with rejection and will walk if I get too much of it - so I do it differently. Each to his own I guess. Still, I wish I had the guts to do those 500, just to say 'I did it'! Will read that article!
List of a few legitimate online business - Well My main methods to make money so far are adsense,affiliate marketing and freelancing and I think these are some more sites that can help me to make some more money.Your reviews are welcome: ::linkworth dot com>This site is awesome and offer lots of ways to make money. ::mturk dot com>complete simple mini task and get paid ::microworkers dot com>complete simple mini task and get paid ::shorttask dot com>complete simple mini task and get paid ::istockphoto dot com>sell stock photos ::eHow dot com>Make money writing ::Bukisa>Make money writing ::Associate Content>Make money writing ::Triond>Make money writing ::fiverr dot com>$5 freelancing job ::cpalead dot com>make money by completing offer ::peerfly>make money by completing offer


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