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In this episode where we’re going to talk about how to control the sale, by giving away control. A great sales rep has a handle on every deal and makes sure that all bases are covered. But that doesn’t mean leading the conversation by the hand, it actually means letting the deal take the path it will take. In this episode we’re going to discuss a different path.
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In the dark days before the internet, when sales people gave presentations to an audience they were like mechanical toys. You would wind them up and they would start talking and talking and talking until finally they were wound down. It was painful for audience. In those days, the sellers had all the knowledge of the product and market place, the meeting room transformed into a one room school house. The seller was the teacher, and the buyers the kids. The kids listened. Maybe once in awhile they held up their hand with a question. The sellers did most of the talking, spewing facts and figures like a fire hose. It was all the prospective client could do to drink up the information. They would take notes like good students. Trying to get a handle on what to buy.
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Despite the fact the sellers have never been wiser, savvier and better informed this still happens today. and it’s commonly known as Show Up and Throw Up,
Shifting the Control of the Sale
Have you ever been a victim of show up and throw up? Are you guilty of doing it yourself? It’s great that sellers are excited about their products and services. It’s great you want to share all the facts and figures. I love the that gun-ho attitude. But truth be told you’re not serving the needs of your prospective client if you’re doing all the talking.
I remember this one one I was working a trade-show with a new hire. We would stand at edge of our booth and pass out handout cards as the attendees meandered up and down the aisle. Every so often we would generate some interest and the conference attendee would be curious about our product. The new hire was surprised how I would just chat with them. And then they would leave, maybe we would get their emails, maybe not. She asked me “Why didn’t you bring them to the computer monitor and start showing them all the great things we can do? All you did was ask them lots of questions” It’s a good question.
I explained that what I was doing was trying to surmise if they were in the market for our product. I was trying to find out if they were shopping, and if so understand their time line, and their budget, how they are going to decide , etc…. And you can’t ask these questions outright so I commonly would ask about their current product, if was it causing them troubles, was it creating pain, were there unmet opportunities and desires that stopped them from innovating, servicing their clients, growing profit and reducing costs.
What I was doing was qualifying them to see if they were a good fit. But I did it by shifting the conversation from one, of me doing all the talking, to them doing all the talking. The same thing can happen in a presentation or a demonstration or on a cold call over the phone. Asking questions is key to generating interest and kindling curiosity. I’ve come to realize that people like to buy, they don’t like to be sold.
People want to feel like they’re in the driver seat. They want the sense that they’re the ones asking the questions, making the decisions and using their time and energy as they see fit. So what do I recommend? Shift the emphasis of your first interaction away from telling. Instead ask guided questions to control the conversation. Your goal is to give the clients the illusion they’re in control. Again people like to buy, they don’t like to be sold.
The Illusion of Control
By you asking questions, let prospective clients do much of the talking. Let then think they’re running the meeting. And to a certain degree, you are! Your building an agenda designed around their needs, their desires. Once their needs and desires are uncovered, you can address their concerns one by one. What you’re doing is getting them, to sell themselves, on you! This is what we call giving them the Illusion of Control.
Asking great questions is pivotal in qualifying your customer, creating interest, enrolling them on the value of your product and service. So it’s a bit of a paradox, and I’m not talking about two mallards: the more you give your prospects control, the more you control the sale. So today let’s go out and ask some questions. Let’s learn what people fear and desire and see if maybe, we can help them out.
Housekeeping
Now if you would like to get a transcript of this podcast make sure to go to the show notes at www.salesbabble.com/23 And while you’re there, don’t forget about the opportunity to enter the contest for a free copy of Geoffrey Moore’s Crossing the chasm. I’ve received a lot of positive feedback on the podcast and you’re not listened to it I highly recommend you place that in your queue. To enter the contest it’s really quite simple. Go to www.salesbabble.com/contest and enter your contact information. If you haven’t listened to that episode, take a moment and download it on Stitcher or iTunes.
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Ken Thoreson, is a strategic sales skills management author and speaker. As president of Acumen Management Group, he consults and coaches companies and organizations on implementing processes that grow sales and predictability.
