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!
Excerpted from You Can't Teach a Kid to Ride a Bike at a Seminar, by David H. Sandler © 1995, David H. Sandler. All rights reserved.
If you want to find other useful articles on sales click on this link.
Happy selling!
(C) Copyright Sandler Systems Inc, 2006 Regards Marcus Cauchi Managing Director S.A.L.T. (Europe) Ltd The Experts in Lead Generation, Conversion & Retention Sandler Sales Institute, 180◦ From Traditional Sales Training©
Sandler Sales Institute® - Licensed Franchisee Guerrilla Marketing® - Licensed Master Practitioners Mob +44 (0) 7876 616 983 Tel 0845 458 1237 (UK Only)
London1.Sandler.com
Sales Training London: You Can't Sell Anybody Anything Until They Discover They Want It - To learn more about this author, visit Marcus Cauchi's Website.
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Marcus Cauchi
(Visit Marcus's Website)
Marcus Cauchi is London's first licensed
Sandler sales trainer. 19 years in direct
sales, he's sold physical products,
services and intangibles with varied
success. Over 16 years he left behind over
£56 million in deals he could have won,
but did because he didn't know any
better. He thought you had to qualify for
needs, present the benefits of your
solution, trial close, follow up with a
proposal or further information and the
close. He learned the hard way that when
you "pitch" a prospect lies to protect
himself. When you present and answer his
questions, he'll steal your ideas. When
you close, he'll mislead you or defer to
a higher authority (boss, wife, CFO) and
then when he's got you to document in
writing (proposals) and give away your
confidential pricing, he'll shop that
around your competitors to get the best
deal. When you follow up for a decision,
he'll give you unlimited access to his
voicemail and hide. Marcus teaches
counter intuitive selling. Average clients
increase revenues by 100-1100% in a year.
He's probably not for you though as it's
difficult and expensive.
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