SALES TIPS FROM STRONG CLOSER READERS
Sales Language You Can Live Without
Many sales texts, originally written in the 1970s and still in print today, offer these closing lines, which flat out do not work today:
The Trial Close
“Mr. Prospect, if I can show you a way to do X and Y and Z, will you buy from me today?”
Almost any buyer will respond to this ploy with: “No, I’ll buy when I’m ready to buy!”
The Cold Call Letter
“I’m writing today to introduce myself and my company and to give you an overview of our product line.”
Prospects have lots of friends, and lots of vendors for that matter. They are not that interested in being “introduced” to a new salesperson or hearing about another company’s product line. They are only interesting in hearing how you are going to make their life better.
Paraphrasing the Objection
“In other words, Mr. Prospect, you are concerned that our product won’t hold up as well as the one you are using now. Is that right?”
This kind or paraphrase just reinforces the objection. It can lead to the prospect digging in his heels, because you’ve tipped your hand that you’re about to tell him he is wrong. Better than the paraphrase is to ask a series of open-ended questions that get to the heart of the concern without challenging it, starting with: “Oh, why is that?” Get to the core issue, and you know what your real answer needs to be.
The problem with most standard techniques is that experienced buyers have heard them a million times. Just look your prospect in the eye and talk like a human being rather than a basic sales training text, and you’ll get much farther.
Degulles, McLean, VA