Duh.
Well, hold on a second. Don't translate the title of this final post on 5 Really Important Sales Concepts. Every sales person has been taught to 'Ask For the Business', 'Always Be Closing', 'Get The Sale'. The problem with these exhortations is that sales people translate them into 'get a yes'. Which is different than getting a decision.
Sales people struggle in getting decisions because they are afraid to hear 'no' or their sales leadership has not given them permission to get a 'no'. If you don't get a 'yes', then typically the next alternative is 'think it over' or any one of its relatives:
- Showing it to someone
- Getting additional proposals
- Going to committee
- Have to look at the numbers
- Haven't met with my current provider yet
All of these are rotten alternatives to a no. You lose sleep. You make unreturned phone calls. You get more delays. You lose confidence. You lie to your manager telling them that you 'think' you're in good shape, should close now any day, they liked us, they loved the proposal, it just has to...
Makes you sick just thinking about it, doesn't it?
So, here is the 5th of 5- Get a decision. Prior to making your presentation, you have to make your pitch as to what happens next. It sounds something like this:
Let me review to make sure I understand what we need to do next. First, you want me to come back and provide you with a solution to all of these problems we've discussed today that are costing you lots of heartburn and money. Next, you want me to provide you with a solution within the guidelines we established relative to your investment of time, money and resources. And the third item is an assumption. I assume you want me to be able to answer all of your questions at that time. Does that sound about right?
Good. I need for you to be in a position to tell me one of two things, either one is ok. Can I share that with you?
Good. When I come back and fulfill my part, I need for you to tell me 'yes, this makes all the sense in the world, let's do business' or tell me 'no, we aren't doing business'. I would rather hear yes, but no is ok. What objections do you have to that process?
This WILL NOT eliminate objections. It will just move them up in your process and give you the chance to deal with them prior to presenting instead of afterward. You deal with them now and you either eliminate them as a qualified prospect and don't present or you present to a qualified prospect and get an answer.
I promise you it is better than a 'think it over'