Skill
Counter Your Prospect’s Buying Strategy KERRY L. JOHNSON
Have you ever done a great job of solving your prospect’s problems – only to find out he or she eventually bought from someone else?
When you’re booking an appointment from a telephone conversation, do you find out quickly how he will decide to give you an appointment – or, when you do see him face-to-face, how he will decide to buy your product? Your prospects are more likely to buy
from you if you first know how they’ve made buying decisions in the past. And, once you learn to ask the right questions, you can acquire this infor- mation quickly. If you do ask the right questions, your prospects will let you know, in advance, how they will buy.
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SUPPORT YOUR COMPETITION Let’s take a few different situa- tions. Does your prospect already have a vendor? If you sell carpets, does your prospect already have a carpet? Will you have to compete against somebody else your pros- pect is currently using? One rule of thumb is to never criticize competitors. Not only is it basically unacceptable to downgrade other professionals, but, chances are – if you do criticize your competition – your prospect will defend that vendor,
whether or not he likes the salesper- son or his or her services.
Of course, when talking about com- petition, you can use such phrases as, “Are you getting the satisfaction you want from your present vendor?” This may work, but be careful – your prospect may see this as a criticism and defend the competition. A better way to discover a great deal about your prospect’s relation- ship with his or her current vendor is by using such phrases as, “You use GPS Business Services? I’ve heard they are a good company. What do you like most about GPS?” Your prospect may reply, “The counselor is truthful. He’s a good negotiator and he works very hard for me.” Then you can say, “Sounds like you’re very pleased with him.” By using such
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