Written by Sean McPheat |
Is it possible to oversell to the point where you actually lose the sale, causing the buyer to change his or her mind?
In a word, YES!
Here are four common ways that you can actually lose a sale after it’s done and dusted!
#1. Continue to push benefits after a buying decision
The prospect has said “Yes,” and made the decision to buy. However, the sales person continues, usually while writing up the order, to push the benefits of the product or service. This can often cost you the sale.
You have to remember that features and benefits are not solutions. They are only solutions and only matter to the buyer if they solve a problem. When the buyer agrees to make the purchase, he or she has determined that the problem for which the product solves is so bad that it outweighs the cost of the product or service. That is an emotional conclusion, not a logical one. However, as you continue to push benefits without also reemphasizing the problem, you force the buyer to THINK more logically, and buyer’s remorse can set in before the ink is dry.
It is good to continue to reiterate that together, you and the buyer have solved the problem, but do not just push benefits.
#2. Bash the competition
The buyer already agreed to buy, and the sales person, now feeling victorious, begins to bash the competition in an effort to put more cement on the sale and completely shut out the competition.
This usually comes across to the client as fear and uncertainty. If you truly were not worried about the competition, you would not be talking about them so much. The customer begins to wonder if the competition may be better.
#3. Reassure the buyer
The buyer agrees to the sale and the sales person begins to do and say everything to make the buyer feel confident that their decision is a good one. The sales person tries to assure the client that they made the right choice.
While a bit of reassurance is necessary, it is very easy to overdo this. Don’t go on and on. The more you tell someone it is the best thing to do, the less they believe it. Know when to shut up.
#4. Try to justify
After the prospect has chosen to become a customer, some sales people feel the need to try to justify certain aspects of the product, price or contract. This additional form of attempted reassurance can be detrimental. Remember that the TRUTH needs little if any justification. Do not try to PROVE things AFTER the sale.
They say that talk is cheap.
However, too much talk can be extremely expensive!
Have you got any other examples of overselling? I’d love to here them.
Originally published: 15 February, 2012
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