S.A.L.E.S. Is Not a Dirty Word
by Dave Yoho
November 12th, 2020

Making It Easier for the Prospect to Say “Yes”

Sell is a four-letter word (like care). If that word or the actions of some salespeople seem reprehensible to you—be cautious. In your effort to produce best practices, you may overlook the selling concepts that build rapport rapidly and eliminate many price objections which make it easier for the prospect to say “Yes.”

To achieve a better understanding of rapport and how it (or the lack of it) can and will affect your attitude, consider the following:

Rapport can only be accomplished by understanding some of the core processes that go into structured selling. If you’ve been selling for some time, you’ve dealt with prospects who want to acquire products or services such as those you offer. I guarantee at some time you have heard expressions such as:

  • We’re looking at two or three other companies (and we are going to get at least three prices);
  • We’re not ready to buy now. We’re looking to get ideas; and
  • We know your company, and we’re familiar with your work. We want you to know that the price is very important.

Whether you like it or not, these statements enter the inner thoughts of the salesperson and may cause him/her to believe erroneously that they need to shorten or refine what they were prepared to present.

When you’ve completed a review of the project, done your homework, made a presentation and presented your price, the following statements may have been made by the prospects:

  • This costs more than we had anticipated;
  • We may have to “back burner” this project and/or we may be moving soon;
  • We are getting other prices;
  • We want to talk it over with our lawyer, accountant or a family member or acquaintance;
  • Leave us your card, and we’ll get back to you; and
  • We’re not ready to move forward, but you are a great salesperson.

Statements such as these (and similar) are not necessarily true. So why do people say them? And why do salespeople hear these and buy into them or allow them to affect their thinking and approaches?

Modern sales training can equip salespeople to have a greater understanding of what is said, why it is said and how to respond positively. Ask yourself: Are these hurdles or barriers to your ability to close? They are certainly not objections. They could even be buying clues. (Perceived objections are often signs of interest.)

Frequently the issue of price appears to be a barrier, and salespeople find it convenient to blame the loss of a contract on price issues. Here is a statement that we developed over the course of 50+ years of research:

“There is seldom a cold, rational, dispassionate buyer who buys solely based on a lower price or lesser quality. It requires trust to be established, needs to be uncovered, and a cooperative feeling between buyer and seller based mostly on rapport.”

Remember, selling is a science. Presenting the price is a step that emphasizes creating value that equals or exceeds the price quoted.



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