Do you sell from a platform at any time? That is, make any kind of presentation to prospects, speak at seminars, or deliver an introduction to yourself and your company at networking events? Most of us at some time in our business lives have to tell people what we do in the hope that they will be interested enough to buy from us.
Obviously, apart from taking the time to prepare well and to match the expectations of your audience in the way they perceive you through dress, language and demeanour, be very aware, also, of the kind of atmosphere you are generating - what is needed is a committed attitude to the vested interests of your listeners, but what is not wanted is an attitude that is too emotionally attached; any kind of needy or salesy attitude will alienate you from your audience. The position I take when I’m talking to a room full of prospects is that I’m strongly committed to the individual who has to take the buying decision, but I’m not married to what that decision is.
At that point in time when you are delivering information to your audience, you are giving them everything they need to know to make their decision, including all the background and the beneficial outcomes in their lives that come from making that purchase. You might also be offering them some form of limited but valuable offer that will only last a few days or go to a limited number of people. All these offers make it clear to your audience that you are offering something with a great promise of value, and that they can trust you and your integrity to deliver that promise absolutely.
However, through all of this you remain totally unattached to the decision they decide to take. Your own emotional desire for them to buy should be well under control, and your attitude should be that you don’t mind if they say ‘yes’ or ‘no’, in fact it would be better to hear ‘no’ as at least that is a decisive action which frees both parties from ‘maybe’s’ and hanging on for a further decision. What you’re giving your prospects is the complete freedom to make their own decision and your trust factor in their eyes will improve as they haven’t been subjected to any unwanted pressure caused through their own indecisiveness and doubt.
When your clients leave “thinking about it” both of you are left in limbo and that indecisiveness is bad for everyone.
I have worked a lot with the Sandler system of selling, which gives both parties an exit at every stage of negotiation – before every stage of the buying/selling process you agree permission between you for either of you to say ‘no’. It’s a wonderful feeling of release from what can sometimes feel, from the seller’s point of view, an inferior position. And is more likely to produce a positive result than pressurised selling.
So don’t try to control the outcome of your prospects’ decisions. Give them proof that you are a trustworthy individual with a believable brand who has given them the facts, and then leave them to make their decision. They will feel released and you won’t feel demeaned.
(Pic: russelljsmith cc2.0)
