No client or prospect likes to be pressured. The days of a ‘canned’ sales pitch are well gone. The clients and the prospects that we serve are well placed and very experienced to make choices. In fact I would go so far as to say that they expect choices to be provided as well as your recommendations as part of any professional service.
All of us have seen the ‘push’ approach in sales; customers today are inclined to back away from any ‘pushy’ salesperson unless ‘desperation’ is part of the buying equation.
Choices give a client or a prospect the respect that they deserve; they also have a feeling of trust when the choice process is implemented.
Here are some rules to help you with this ‘golden rule of selling’. See if you can improve the approach that you make in client contact and with your business presentations:
- Choices help you close the sale. In fact, the client will ‘close’ themselves with the choices you provide if you plan them well.
- Show the client just what is available today and how easily they can purchase.
- Show the client how the various options that you offer can be implemented. Make it easy for them to move ahead.
- Make clear recommendations based on 3 or so options that you put forward.
- Tell some stories about other clients and prospects that had similar challenges and just how they solved their problem in a positive way.
- Have plenty of pictures and graphs to support your marketing material. Facts and figures should always be supported by graphs and pictures. Clients tend to believe what they ‘see’, rather than what they read.
- Key questions will help the client handle challenges. Questions will help them move through an issue and look at a method of resolve.
- Big negotiation problems can be handled by the use of a ‘Freudian Slip’ process. You simply ask the client lots of questions around and about their problem. Soon they will be giving you the answer that they need to make a purchase.
- Provide some testimonials to give the client or prospect some comfort as they move towards an agreement or final decision.
All of this is based on common sense. There is no need to ‘push’ your products and services through to a sale. Offer alternatives to your clients and prospects and show them how easy the choices are. Give them the ‘logic’ to move ahead. Allow real trust to develop as part of the client contact process.