Have you ever felt drained after a heated conversation with your buyer, boss or colleague after trying to convince them that your point of view was the correct way of seeing things? That feeling of being drained is an indication that you were too attached to the outcome and that you lost your focus on trying to understand the other persons point of view.
It is easy to become emotionally involved in the outcome of your sales results, but is it really effective? In short, the answer is no. Sales should be emotional for the buyer but not for you the seller. If you try to hard to “sell” people on your way of thinking it comes off as desperate, pathetic and self-centered. As a sales professional you must retain your credibility and give your buyer the impression that you could live without the sale.
Do You Always Say Yes?
Ask yourself this question. How many times you have told a buyer that your services were NOT a fit for them? Imagine going into every negotiation having to say yes to everything. The number one rule of negotiating is to communicate and retain your ability to walk away.
There are plenty of reasons that you may effectively tell your buyer “no.” Here are some of the reasons to disqualify yourself…
- When you are not talking to all the decision-makers
- When the buyer will not let you talk to a third-party decision-maker
- When the buyer tells you the lowest price will get the job regardless of quality
- When the buyer openly disrespects you or your company
- When the buyer wants you to do the job the wrong way
These are only a few of the reasons that you may not be a “fit” for your buyer. Remember that even the best sales people lose 20% of their opportunities. Just ask yourself to evaluate if there was ever an opportunity to begin with. By doing this you are building valuable credibility with your buyer. Essentially you are communicating to them that you will decline to participate if your are forced to do things the wrong way.
Won’t You Lose The Sale?
Won’t this push prospects away from you? Would you rather purchase something from a desperate sales person on their last legs? Or would you prefer to buy from a successful sales person who is doing great and who other buyers obviously trust and like? I think the answer is clear.
To avoid the trap of becoming emotionally attached, think of yourself as a scientist of sales. Every call is an experiment and you must remain neutral to get the correct analysis of the experiment. Question your buyer with an open mind knowing that there could be four outcomes that you will hold yourself accountable to.
Here are the four outcomes to a presentation:
- They may not want, need or like the presentation you have made of your services and they could tell you no.
- They may love your presentation and then they will say yes, they want to buy from you and extend your relationship.
- You could allow the buyer some additional time to decide and make an appointment to return to get your final answer.
- Finally, if the buyer says “Don’t call us, we’ll call you” you could tell them that you are disqualifying yourself. You are doing this based on the truth. Face the facts that if they are not comfortable with inviting you back into their home to get your final answer face-to-face, they are probably just trying to get rid of you but they are too polite to tell you what they really feel.
See what happens when you try to tell your buyer no. The magic is that if you have developed respect, honor and trust between you and them, they will begin to sell you instead of the other way around.
In short, if you are too attached to what you need, you will most likely NOT focus on what your buyer needs. When you absolutely have to get the sale, you will probably never get it. Stay detached and retain your credibility.