One Size Doesn’t Fit All
George Bernard Shaw once said, “The only person that behaves sensibly is my tailor. He takes new measurements every time he sees me.
Listening to the sales efforts of many so-called sales professionals makes it obvious that the majority of them are not tailors. In fact, when they look at a prospective customer they are looking to get away with “the shirt on their back”.
In previous articles, we have looked at tactics and strategies for moving a sales conversation forward.
- You made sure you were “turned on” and ready to sell.
- You acknowledged the invisible wall that your prospect put up to protect themselves form pesky salespeople and earned their trust with your elegant rapport skills.
- With the lines of communication open, made sure that you grabbed the prospects attention and created some interest so they were hungry to hear your presentation.
- You have earned the right to continue the sales conversation!
What You Say and Do Next Will Make or Break the Sale
For most sales people the fun part of the sales process is the presentation. It is the opportunity for the salesperson to show and tell. They are the center of attention and in control of the situation where they showcase their expertise, their knowledge and their grasp of the customers problems.
However, getting the sale means you have to take the time to measure!
Your goal is to create an exact fit for your customer and an exact fit requires your review of those unique individuals’ requirements every time you get an opportunity. Each of your potential customers comes with their own requirements, the fit they are comfortable in and the look that they like.
Although a sales conversation should never be about what you think they should like, do not be afraid to give your opinion when it is appropriate. If a customer asks for your thoughts give them. Include the reasoning behind your comments and examples with past comments. This is where the customer expects to benefit for your experiences and expertise.
Those new to sales enter into every sales conversation with the belief that any fit is better than no fit. This just is not the case if you are taking a long-term view at your business. A seasoned professional sales person is always comfortable disqualifying a customer. When you know you cannot provide what the customer wants and needs tell them. Be honest and up front with the customer. If appropriate, tell them why you can’t help them and word of mouth advertising will start working for you not against you.
A good tailor may remember your name. A great tailor remembers your name and your measurements. Make sure to find out exactly what solution you prospect might have been using before you start any sales call. This is especially true if you are dealing with an existing customer. Use customer relationship management software to track and manage the details so you have them at your fingertips next time you get the chance.
How do you do this?
Be an Aggressive Listener. Aggressive listening gives you the chance to expand any conversation, clarify the real meaning of the words that the prospect uses and gives you control of the direction the sales conversation takes.
Aggressive listening means you are empathetic to the emotional state of the customer and that you read body language as well as spoken language. Being in tune with the non-verbal communication your prospect offers allows you to recognize when you may be losing a prospects attention and an easy method to reconnect.
Here are some simple “Aggressive Listening” skills that will give you an exact fit.
- Clarify Assumptions – What are you assuming about the prospect? Their needs and wants? The amount that they may have budgeted for a solution? How about the timing, Are they ready to buy today? What preconceived ideas do your customers have about you and your company. Question every assumption, even the minor ones. Assumptions that are not clarified are the number one reasons for an stall at the end of the sale.
- Stay on guard for your prospects hidden agenda. Be on the lookout for an emotional plea from your prospect. Comments like, “trust me on this one”, “would I lie to you?” “If you really want to know what’s going on talk to me” should set off alarms for you. Direct the conversation back to the solution that you are working on. The customer reluctance to return to the sales conversation lets you know that you might be dealing with the wrong person and that you need to re-evaluate the entire sale.
- Ask questions if you do not understand what your customer is saying. Most people fail to ask questions because they are afraid they will look ignorant. Guess what your prospect loves to talk about them self so give them the chance. Ask questions to clarify any point that you are not sure of.
- Pay attention to how comments are made and questions the quality of their communication. Actions speak louder than words. Be aware of the voice qualities when you are talking to your prospect. Listen for changes in volume, pitch, tempo, timbre and speed. If you notice that these qualities change when the prospect is talking about a particular subject, ask for clarification.
- Question words that are not specific. Ask for the details. Three types of words can directly affect your ability to get the details. Words like they, them, it and there are called vague words. Whom specifically are they referring too? What specific item did they mean? What was the exact location?
- Question generalizations and absolutes. Common expressions like “everybody, always, must, have to, would, should, always, and never” need clarification. Ask your prospect what they mean when they say “everyone” or why they think something is a “must”.
Are all of these questions a guarantee of a perfect fit? No. However, if you take the time to measure every customer you will be remembered and refereed. As a professional sale person it is your job to fit the close not make them.
