I was talking with a new salesperson when he relayed a sales call nightmare with a large hospital. He described the sales call of entering the domain of this seasoned buyer. He said, "It was like plunging in the dark waters of a hungry shark's feeding ground." It was unfriendly waters because the buyer's office seemed larger than life and the surroundings created the environment of power. The buyer began the conversation assuming absolute control over the conversation. The salesman was hit with a barrage of questions. The buyer wanted to know what the company offered, what made them different, what the return on investment was and other details of the offering including what the best deal was. When the buyer is a shark, the salesperson is placed on their heels as confusion and fear dominate them. The new salesperson felt like a rung out sponge for information. Unfortunately, the salesperson left the office with no information on the buyer's needs or opportunities.
Reverse the Power of the Shark with Questions The power of sales comes from good questions. One of my favorite rules for sales is this - "he or she who controls the questions, controls the conversation". The new salesperson was in a tough situation the minute they were hit with a barrage of questions. The salesperson never gained control and was taken advantage of. If the salesperson had asked one question of "why", they could have taken control and made a difference. Every salesperson must have a few shark proof questions and remember that they are on a quest for information. Questions are the power tools of effective salespeople. Here are examples of how to turn the tables on a shark. We have highlighted the key words in bold letters.
Examples: Why is that important to you? When are you looking to start? How would you like us to help? What are your goals for this project?
With a focus on controlling the conversation and gathering information you will reach a point when you have an understanding of the prospects needs. At which point you can provide answers. Remember, when you get into these tough situations, slow the pace and use the power of silence as YOU ponder the next power question. When an exchange of questions is performed correctly, the salesperson and the buyer have an opportunity to learn about each other. Next time you are in dark waters, ask the question that will save your sales appointment which may lead to a strategic partnership.
Steve Martinez implements sales management strategies with a focus on automating sales for printing organizations. Selling Magic teaches businesses how to automate and customizing ACT or Outlook with the best practices of sales management while integrating email marketing and technology for greater profits. http://www.sellingmagic.com
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