Selling is a Conversation…

…with an Intention and an Outcome. As Featured In the ASID Newsletter: For sale professionals everywhere. For us to consider that selling is a conversation is a big deal by itself. But really, that’s what it is. It’s a give … Continue reading

Cultivating Confusion

For sales professionals, everywhere

Let’s start with a basic assumption: our job as a salesperson is to make it easy for our customers/clients to buy. With that as a starting point, let’s look to see where anything that doesn’t forward that result is located and can be eliminated.
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I had a great coaching call today with Cindy at The Amish Connection in Albuquerque. She said that she was struggling to close people who were ‘getting confused’ by too many things to consider and unable to make a decision. In another post (Fishing for Minnows), I identified the actions that will have buyers focus on less important elements at the expense of more important ones. When that happens, confusion reigns and the opportunity to close diminishes.

The role of the salesperson is to encourage the buyer’s decision making ability by guiding their actions so they get the result that they want. Talking too much about too many disparate factors and issues, as Keep-It-Simple-2-862x287well as incorporating too many elements, cultivates confusion and the sale disappears.

Ask yourself: am I the obstacle or the vehicle to the sale? Am I adding confusion that didn’t exist earlier by making this process too complicated?

Keep it simple. Keep silent when they are thinking. Keep them focused on the goal and what is most important to them.

Now, go sell something.

oxo,

Jody

 

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Fishing for Minnows

For sales professionals, everywhere

If you don’t know what is most important to your buyer – what their motivating factors are, what is essential to them – you will fall prey to elements that are ‘nice to have’ but not critical, and will lose the sale.Fishing at sunset on the Donegal coast (© John Rafferty Photography)

Imagine if you asked each buyer ‘what are the 3 most important things to you about this?’ and wrote down those answers, focused your actions at satisfying those qualities, knowing that there may be other factors that matter, but don’t matter much.

Unless you focus on the essential, you will get distracted by less important elements and give them weight that they don’t deserve, and seek to satisfy all of them, which is a veritable impossibility.

And when your buyer strays into the shallow waters of less important elements, it is your job to bring them back and refocus their attention to what matters most. Less important elements will not make the sale, but they can break it if they are given too much time and attention. I call it ‘fishing for minnows,’ and you can call it that too, with your clients, when they start to quibble about stuff that just doesn’t matter, after the most important things have been achieved.

Now, go sell something.

oxo,

Jody

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