She Agreed But…

Lessons from a Failed Sales Consultation

• She Agreed But…

• Lessons from a Failed Sales Consultation

• Get Permission

• Problem

• Listening

• Benefits

• Action

• The Disease of Neuroplasticity.

Cassie was referred to Bert by her accountant. 

After he heard that she was interested in estate planning, Bert asked if he could tell her about his business. She agreed.

He then launched into a detailed explanation of what he does. 

He asked her to complete a questionnaire and suggested they meet at the same time, same day next week.

Although she said “yes,” did he secure a new client?

Being agreeable and amiable, she consented without much thought.

As a classic Number 4 Buye, Cassie dislikes conflict.

Number 4* Buyers feel that “No” suggests a difference of opinion and spells opposition. 

As a result, they usually respond with a lukewarm “Yes.”

Afterward, they replay the interaction, reconsider their answer, and usually don’t keep the appointment.

A “crisis” appears at the given time and they cancel or they outright fail to show.

Before you get ghosted, consider these lessons from Bert’s example.

1. Get permission.
   

2. Probe.
   

3. PListen.
   

4. Present Benefits.
   

5. Confirm the Next Step.

Get Permission

Unless otherwise instructed, most people dive into sales conversations without any preliminary conversation.

They assume that since the person on the phone or seated in their office has agreed to be questioned. 

By seeking your prospects’ permission, you give them respect and put them at ease.

Unless they have met you socially or professionally, you’re a stranger to them.

Furthermore, speaking to an attorney with your expertise is also a novel situation.

They will be much more forthcoming when they understand the format and have agreed to participate.

Here are some ways to proceed:

• With your permission, may I ask some questions?

• To understand your situation better, may I ask you some questions?

• Do I have your permission to ask some questions?

• Before we get started, is it okay to ask some questions?

Bert wisely asked for permission.

Little did Cassie realize the conversation would become a one-way street, once she consented.

Problem

Identifying the emotional reasons behind people’s problems is the most important part of a sales conversation.

Without strong reasons, prospects don’t act.

They stall.

Having secured their permission, it’s time to ask questions.

First, you want to get background information about their situations.

An easy way to begin is to ask, “What brings you here?”

Other questions you might ask include:

• When did you first notice this?

• How long has this been going on?

• What have you done so far?

Although prospects may have some ready answers, probe more deeply into what they say.

A good rule of thumb is to ask at least 3 times. This approach helps you delve into their feelings.

People buy based on emotions and justify it with logic. By encouraging them to talk about their feelings, you help them get invested in a solution.

Between questions, add some Interest Comments. These short phrases indicate that you’re paying attention.

Besides showing that you care, Interest Comments also keep the conversation from sounding like an interrogation.

State the problem using the clients’ exact words. You’re more likely to get their agreement when you do.

In Bert’s situation, he bypassed this area entirely by assigning it to a questionnaire.

Although he may have intended to use it during their next meeting, his omission in asking Cassie questions during the initial conversation prevented her from forming a relationship with him.

She would have connected with him if he had engaged her to talk more.

Number 4* Buyers usually hire an attorney because he or she seems like a friend.

Listening

Throughout the problem-finding phase, you are practicing active listening.

Here, the old adage comes to mind that God gave us two ears and one mouth. Use them in that proportion.

Active listening is a skill that requires exertion and concentration. 

Your heartbeat increases and body temperature rises when you engage in active listening.

In fact, you may even sweat.

One of the biggest mistakes made in sales conversations is responding quickly to a subject area you know well. 

If you’re inexperienced, you often seize the opportunity to give a dissertation demonstrating your expertise.

This is exactly what Bert did.

The result was he lost Cassie. Her eyes glazed over as he recited information that lacked meaning to her.

Benefits

Because you listened carefully to your prospects, you formed a good idea about what they need and want.

Before discussing your services in-depth, confirm the problem.

With their consent, offer your solution.

State the benefit or result they will receive by working with you.

Remember that everyone has tuned their radio dial to WIIRM — What’s In It For Me.

Hence, focus your services on the benefits rather than the features.

For some prospects, this is enough to satisfy them to hire you.

For others, they need more details.

If so, explain the process.

Outline the next step in working together.

Use trial close questions to test their readiness to continue.

• Does everything seem in order?

• Have you followed what we discussed?

• Does working together make sense?

• Are you ready to move forward?

• What are you feeling about our working together?

• Shall we schedule our next meeting?

Bert presented the features of his service rather than the benefits.

He failed to explain the value of the questionnaire in addressing Cassie’s concerns.

He assumed that she would work with him but never ascertained this.

Action

Every sales conversation ends in just one way — the next step.

Consequently, you don’t have to “sell” your services; you focus on the next step.

Bert concluded his meeting with Cassie by suggesting they meet the following week.

He accepted her “Yes” as her agreement to go forward.

A better way would have been to ask her directly, “What would you like to do next?”

Have your prospects state in their own words what action step they plan to take.

This will increase the likelihood of their compliance and save you the aggravation of a hole in your calendar.

If you’re ready to excel in sales conversations, talk with me.

–

To your sales success,
Nancy Zare, Ph.D.
The Sales Whisperer and Author

I show service-based professionals how to turn 50% of their prospects into clients so they can enjoy a lifestyle business.

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