The Buyer’s Trap

Sales Mastery, Sales Training
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It takes two to tango, and here’s a dance that’s been going on for a very 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 the buyer is leading the dance, and salesperson is being manipulated.

So this is your wake up call.

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.

Step Buyer’s Process Seller’s Process
1 Hold out the carrot – “I’m thinking about making a change.” Find an interested or  “qualified” prospect –(“They’re thinking about making a change.  They must be qualified.”)
2 Collect information – “Tell me about your company.

How much does it cost?  How about getting me a proposal?”

 Provide information/proposal – “Here’s what we can do for you.  Blah, blah, blah.”

 

“Be happy to get you a proposal.”

 
Proposal is delivered.
3 The prospect stalls for time, cleverly avoiding a commitment – “I need some time to think it over.” Ask for the business – “So what do you think?  Are you ready to move forward?”  “Not yet? Okay, I’ll call back in a few days.”
4 Shop for alternatives – “I still need a couple more weeks.” Follow up politely – “You said you’d be ready in a couple of days. Have you decided yet?”
5 Ask for more time – “I haven’t made a decision yet.” Pester – “Have you made a decision yet?”
6 Disappear – don’t return calls Give up – (“This is a waste of time – again.”)

 

How do you know if you are being seduced into the buyer’s trap?  Here are just a few indicators.

  • 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.

This is a very powerful system and keeps the prospect in total control…and it’s costing you money.

Self-Study Assignment:  Look at some of the deals you are currently working on.  How many are being conducted by the prospect’s “rules?”