Losing a sale can be disheartening, especially if you lose it for reasons you aren't even aware of.
Traditional selling approaches tell us that sales are usually lost because of some element -- price, features, benefits -- having to do with our product or service.
So, when we sell, we naturally focus on what we're selling because we feel we have to differentiate our product or service so prospects understand what we're offering that's unique.
But...what if focusing all your energy on WHAT you're selling is actually the main reason WHY you're losing sales?
"Not possible!" you say. No?
Let's hear, in my client Ryan's own words, what happened to him.
His story will help you realize why you may be losing sales without really understanding why.
Hi, Ari, It's been a while since we've been in touch, and I'm sure you were frustrated working with me because I was so engrained in traditional sales thinking. I have to admit that it has taken me quite some time to shift my selling mindset.
I just wanted to let you know that I've finally unlocked my brain -- and consequently the game!
Here's what happened.
Recently, my VP of sales strongly "suggested" that I push for a close with the largest account that my company had seen. We were all anxious for them to make a decision, but I knew that they needed to reach a few more milestones in their own processes first.
I tried to convey this to my VP, but the suggestion became a demand, and we proceeded down "our" path of techniques and whatnot to convince them to go with us. Of course, I had the VP on every call after this.
At the end of the day, they decided to go with someone else.
When I asked them for feedback, I got a real wake-up call.
They said that at first they felt as if I really understood their processes and problems. Our prices were a little higher than our competition, but what stood out was my approach to understanding them and not pushing the sale.
They felt as if I really had their best interests in mind, so they heard me out. But when I started to push for the close, they saw that I was just like everyone else who sells, so they had to make their decision based on price, instead of on the value of our relationship.
The relationship, and consequently the sale -- which I invested many hours developing-- died the moment I put on the pressure. By using traditional sales techniques, I wound up sacrificing the relationship and the sale.
This experience was what I needed to unlock my brain and realize the impact of traditional selling techniques on prospects (or should I say, "people").
I finally feel as if I've found the missing ingredients that make selling a natural, productive experience that will actually bring me sales instead of losing them.
Ryan's story points to a very important lesson: if you don't have an approach that is a perfect balance of nonaggression and effective penetration of your prospect's core needs, you'll end up asking yourself time after time, "Why am I losing sales, and why has selling become so painful?"
You can risk the relationship and lose the sale, but with a different sales mindset, you don't risk anything at all -- because you can preserve the relationship, and make the sale.
About the Author
Ari Galper is the founder of Unlock The Game™, the only selling program that completely eliminates pressure from the selling process. His Unlock The Game™ Sales Program has helped thousands of entrepenuers and sales professionals worldwide. Visit http://www.UnlockTheGame.com to take a Free Test Drive!
Written by: Ari Galper
Sensational Sales Letters Still Sell - Marcia Yudkin With the rise in popularity of email, last year's anthrax problem and ever-increasing postal rates, many people assume that direct mail is dead. Not so! Postal sales letters delivered by mail carrier rather than digital networks still have an...
Sales Vs Marketing - Santosh Pania From a view point of a persons not involved in sales or marketing , sales & marketing are considered as one function. But the deeper you go in this field you will realize how different this two functions are and how bitter these personnel can...
Why Am I Making No Sales? - Michael Hopkins A few weeks ago one of my Ebook Times subscribers wrote to me asking why she was making so few sales despite having a steady stream of visitors to her sales page...
Introduction: A few weeks ago one of my subscribers wrote to me asking...
The Sales Letter Plan: How To Create A Basic Roadmap To Success - Robert Boduch
A sales letter plan can make all the difference.
Outline your sales letter before you write and the writing is much easier. You’ll stay on target and craft a stronger, more persuasive piece as a result of your plan.
Planning is the key to...
How To Use The Telephone To Find The Right Person And Make The Sale - Ron Sathoff and Kevin Nunley The telephone is probably the most personal and powerful selling tool ever invented. You can reach almost anyone anywhere in the world in a matter of seconds. You can be helpful, personable, and immediately respond to questions, concerns, and needs....
Are You Risking The Relationship for the Sale -- And Then Losing the Sale Anyway?
