It takes two to tango, and here’s a dance that’s been going on for a long time.
The leader is the prospective buyer, and his salesperson “partner” eagerly follows in perfect rhythm.
This scenario is played out tens of thousands of times every day, to the point that it has become conventional wisdom that this is just the way selling is done.
But now it’s time for salespeople to
WAKE UP!
A closer look at what’s happening shows that this process gives the buyer a huge advantage. It demonstrates how the buyer fights for control because he distrusts you (after all, you’re a salesperson), turns you into an “unpaid consultant,” and accomplishes his objectives 85% of the time.
How do you know if you are being seduced into the buyer’s trap?
- You get put-offs instead of decisions and your sales cycle seems endless.
- Your closing rate is about 20%, or lower.
- You’re never really sure of what will happen next.
- You’re frequently being asked to drop your price to get the deal.
- You seldom have access to the real decision maker.
- You’re frustrated because selling isn’t as easy as you thought it might be.
What can you do about it?
Change your approach. Get a better sales process. (See Common Sense Sellingâ in Core Competency # 37.)
Self-Study Assignment:
Take a few minutes to examine some of the deals you are currently working on. How many are being conducted by the prospect’s “rules”? How is that affecting your ability to succeed? The sooner you recognize how powerful the prospect’s system is, the sooner you will begin to change your approach.