Clearing Away Our Prospect's Intellectual Smoke Screen
Hamish Knox
Helping entrepreneurs sustainably scale their sales so they can exit for their number, not the number they're told to take
Our prospect's have been trained that they can dodge a salesperson's question by giving a good-sounding non-answer because the salesperson they're talking to is merely checking (mental) boxes on their pre-call plan so they can go back to their boss and say "I asked all the questions you told me to and they didn't work."
David Sandler said that professional salespeople get paid on the information that they *gather* not the information that they give so to differentiate ourselves from all of the other salespeople our prospect speaks to we need to clear away the intellectual smoke screen our prospect throws up when they don't answer our questions.
For example:
- Scene-
Many salespeople, myself included, have a mental "got one" moment then move on to the next question instead of pausing and considering what the (non) answer our prospect just gave really means. What it meant for me, in the words of a colleague who was coaching me at the time is, "you're dead" (which I was, I just didn't know it yet).
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We can only gather information if we have rapport with our prospect so in this case we probably don't want to snap back with "that wasn't my question." That response can be used in a different context, but that's a separate article :)
To keep gathering information we could ask a "similar but different" question like, "fair enough, if you like what you see how does the money move on your side?"
That question is similar in that we're still talking about our prospect's budget, but we're asking about a different side to their budget so our prospect is likely to respond.
Clients of ours who asked that question often learn that there's another group or department that holds some of the budget for the project and that their prospect's typical payment terms don't fit with their cash flow plans.
To differentiate on *how* we sell not what we sell we must stop accepting our prospects' non-answers at face value and dig beneath the surface to get to the truth so we don't end up in heartache and tears later in our sales cycle.
Until next time... go sell something.
President at Scottsdale Sales Training (Sandler) ?? Helping growth-oriented Presidents, Owners and CEOs increase revenue, shorten sales cycles and hire better performing sales teams ? 30+ years in the sales field
3 年As you shared, “My Biggest Fear” can be used to accomplish so many positives while talking (Sandler called it an Interview) with a prospect. Old school sales pushed the humor behind “never assume,” highlighting ass/u?/me. As you and I have discussed, assuming can be a great way to reveal some of the content behind the prospect’s “Smoke Screen.” It has to be done correctly, though. By that I mean, “you must assume out loud.” Put your thoughts out on the table, openly and honestly. Could sound like, “It might not be the case here, I get the feeling that you plan on taking whatever I offer back to Horace so they can simply match it. What are the chances of that?” As we suggest, “If you feel it, say it.?” Thoughts are things and often when you’re thinking it, they’re thinking it. Take advantage of the common topic and deal with it. As an aside…You’re important to me..Rookie & DHS!
CEO at Maximum Performance Management (Sandler) ?? Helping Sales Leaders & their teams master the Art of Sales and start closing more deals ?? 25+ years in the field ?? Unlocked Growth for 1000s of Sales Professionals
3 年Hamish Knox my favorite Sandler rule
Driving Double-Digit Sales Growth through Sales Training, Proven Process, and Sustainable Professional Development. Our Clients are More Successful!
3 年IMO the prospect's spoke screen comes from a lack of rapport or a mismatch of expectations. Salespeople get paid for their sales interactions, prospects don't. We need to step back and work to get their guard down. Let them take the conversation where they want to go while you work to understand why they took the appointment, what they are in search of, and how you might help them. If you can't connect with them and get those answers, no harm-no foul. Time to find another prospect.
AVP, Western Canada - Pillar Capital Corp - bridge financing, transition capital, restructuring options and ABL in support of Western Canada’s entrepreneurs. Equipment & real estate financing and capital.
3 年Great post Hamish!