Selling a Hesitant Buyer
There’s not a sales person out there that hasn’t delt with a hesitant buyer. Even when you’ve felt that you’ve done everything right in your sales presentation; given the information about your product, answered the customers questions, have gotten positive feedback (head nods in agreement with you), etc., you end up with no sale and leave wondering what the problem is. This is a common scenario for many sales people, but you might wonder what can be done to change the situation.
“If a prospect or customer is hesitatant to commit, then either the salesperson hasn’t offered enough value or there is a hidden objection that needs to be uncovered,” according to a quote by Andris Zoltners, professor of marketing at the J.L. Kellogg Graduate School of Management at Northwestern University found in the article, “An Uncertain Situation,” published in the November/December 2007 issue of Selling Power magazine. The sales person needs to be persistant and ask more questions that are open ended to discover the real objection and over come it.
Maybe the sales person didn’t provide enough information, or create a sense of urgency to the buyer. According to Sales Consultant, Myers Barnes, “One way to create a sense of urgency is “to use reverse engineering, which means starting with the commitment and building backwards. (e.g. If a customer wants a certain delivery date, start with what needs to take place in order for that to happen and get the customer to sign to commit to the process.)” He also believes there are four things customers need to have answered before they will make a commitment, which are listed below:
Four things customers need to have answered before they will make a commitment:
- Why should I buy this from you?
- Why should I buy from your company?
- Why should I buy your products?
- Why should I buy today?
Are your sales people asking these questions to make the sale?
Thanks for reading!
Barb
Posted in Marketing on December 5th, 2007 by Barb | |
