SKILL


How to Bait Your Sales Hook RAY DREYFACK


Let’s say right out in the open: It’s OK to lure a customer away from the competition. That’s right. Have no qualms about it. But do it the right way or it could backfire on you like a snapped slingshot.


Let’s assume you’re on the phone with a prospect. The first objective, says one sales consultant, is to keep the buyer from hanging up on you. “This calls for a friendly, affable approach rather than a confrontational one.” The idea, the consultant stresses, is to get the prospect to talk about your competitor’s pros and cons as op- posed to your own. Ask open-ended questions. By raising the buyer’s abil- ity to talk about the current vendor,


8 | SEPTEMBER/OCTOBER 2026 SELLING POWER © 2026 SELLING POWER


you’ll lengthen the interview. Try this: “I’m curious to know: What do you like about XYZ’s service, and what do you dislike?” Answer: “Well, their product quality is excellent, and their delivery com- mitment is reliable. But their billing department leaves a lot to be desired, and their returns policy is aggravating to say the least.” Congratulations! You are well launched on the road to successful


account transferral. Just remember these guidelines: 1. Never blast the other guy. 2. Agree wholeheartedly with the prospect about the importance of your competitor’s virtues. And no less wholeheartedly about the seriousness of his shortcomings – pinpointed not by you, but by the buyer himself.


3. Carefully assure the prospect that your company delivers not only an excellent product but that the entire team, including billing and returns, is an integral part of the sales process and that you will personally follow up on all orders to be sure the cus- tomer is satisfied with all aspects of the delivery.


No one ever said luring customers


away from an existing account was easy, but it’s always worth a shot. So throw your line in the water and wait for a solid bite. 


EDGE CREATIVE / SHUTTERSTOCK.COM


Page 1  |  Page 2  |  Page 3  |  Page 4  |  Page 5  |  Page 6  |  Page 7  |  Page 8  |  Page 9  |  Page 10  |  Page 11  |  Page 12  |  Page 13  |  Page 14  |  Page 15  |  Page 16  |  Page 17  |  Page 18  |  Page 19  |  Page 20  |  Page 21  |  Page 22  |  Page 23  |  Page 24  |  Page 25  |  Page 26  |  Page 27  |  Page 28  |  Page 29  |  Page 30  |  Page 31  |  Page 32  |  Page 33  |  Page 34  |  Page 35  |  Page 36  |  Page 37  |  Page 38  |  Page 39  |  Page 40  |  Page 41  |  Page 42  |  Page 43  |  Page 44  |  Page 45  |  Page 46  |  Page 47  |  Page 48  |  Page 49