Written by Sean McPheat |
4 May, 2012
For some reason, many sales people still feel that they and the prospect are on different sides of the issue. Many sales professionals today still suffer from the outdated thinking that selling is a battle; a contest.
The whole though of “winning the sale” is an obsolete concept. Yet, you hear it all the time, sales people and management talk about winning or losing the sale. The thought is that if you close the sale, then YOU won. However, if you do not close the sale, then the prospect won.
The inherent problem this type of old-fashioned, smile & dial era thinking is that someone HAS to lose. The sales person and the prospect are on different sides of the fence. The prospect does what he or she can to NOT buy, by offering objections. The sales person in turn, does what he or she can to overcome those objections and WIN the debate.
To reach a level of true success in the world of professional selling, you need to understand you and the prospect are not on different sides. You are on the SAME side. There is no debate
A Shared Goal
You and the prospect want the same thing: for the prospect to make the best decision. When the prospect objects, it is not a problem just for you. It is an issue for you BOTH. Approach the objection with the understanding that you need to help the prospect deal with the issue so that you can BOTH get what you BOTH want. Be careful not to think that you want different outcomes. When you do so, you create an adversarial attitude in your mind that becomes evident to the prospect.
You Either Both Win OR Both Lose
There is no win-lose situation in professional selling. Either you both win or you both lose. When you view the close as a win-lose scenario, it affects how you think. If you believe that only you lose and the prospect wins if the prospect does not buy, then you can only think in terms of yourself.
As you are closing, beginning to persist and overcome objections, in the back of your mind you will be thinking about your paycheck. You begin to think of your commission and pride and not the loss to the prospect. This is only natural if you are thinking that you must WIN. This feeling comes through loud and clear and the prospect feels that you are pressuring them for your own good and not for their benefit.
Persistence Is Welcome
However, when you believe that if the prospect does not buy, THEY will suffer even worse than you will; then your persisting takes on a different tone. When the prospect feels that you are persisting because you genuinely believe that it is in THEIR best interest, they then understand and appreciate your persistence.
The sales process is not a fight. It is a dance, where you must gracefully LEAD your partner across the floor.