I have seen many “sales prevention” techniques used to great effect over many years observing as a sales manager, sales coach and network leader.
When someone says “no” there is usually a good reason. That reason may be staring right back at you when you look in the mirror. It is as important to know what can prevent sales, as it is to know what to do to influence them positively.
You might be looking at 100s of thousands in sales revenue lost! Make sure you learn from others’ mistakes and don’t prevent your sales happening.
Albert Einstein once described insanity as “doing the same thing over and over again and expecting different results”.
Sales Prevention Technique Number 1
‘A poorly-communicated confusing solution’
Many people unsure about what they have to offer talk in such a way that does no justice to them, or their business.
It is vital to be able to articulate clearly and concisely the value your business offers to the specific client you are talking to.
The more complicated and confusing your explanation, the more likely someone is to say ‘No’.
When we are buying expertise or a product designed to help us in our business, we don’t want to know all the details – we just want to know how it can work for us.
If you are not clear yourself, it is hard to be clear with the customer. It is about being selective in what you say and don’t say.
Sales Prevention Technique Number 2
Very few people are really good listeners. Only hearing what you want to hear with a head filled with your own agenda – or with your own worries about being good enough – will never enable you to engage with what is most important to the potential clients you come into contact with.
Many people think that a good sales person must be persuasive – and that being persuasive means talking a lot. In fact it is the opposite. I have seen sales situations transform in front of my eyes when the person selling really listens to both what is said and what is unsaid.
The ability to really listen and hear the pain points, needs and values that your customers have is probably the most vital part of any sales conversation
Sales Prevention Technique Number 3
‘Lack of understanding of the buyer’s problems and motivation’
Many people don’t take any time at the start of their sales conversations to properly explore what challenges the client really faces and what it is that might be the trigger to buy a solution from you.
To make a positive decision to buy from you, the customer must have a good enough reason and the motivation to do it. Your reason is not necessarily their reason.
Asking the right questions will enable you to find out exactly what your prospective client’s needs and frustrations are, as well as uncovering the gaps you might be able to fill with your offering.
Sales Prevention Technique Number 4
‘Lack of belief and expecting a “NO”‘
If you don’t feel confident and comfortable with yourself – and what you have to offer – it comes across. It is very hard to convince a customer to buy if you yourself are not convinced.
If you expect a ‘NO’ the chances are that your communication will convey that message. You may not say it, but your body language and voice tone will give you away.
This is why it is so important to address the issues that may be blocking your self-belief and the confidence you have in your offering before you go and attempt to win clients.
It is vital to connect properly with your strengths, the value you offer and your successful case studies.
Thinking about how you can help your customer will completely change the focus and energy in the sales conversation.
Sales Prevention Technique Number 5
‘Undervaluing your offering’
Many people fail to fully communicate the value that they offer.
They become so close to their business offering, that they undersell themselves – they don’t share their success stories, and struggle to articulate the benefits that their service, or product, delivers.
In other words, they have forgotten how brilliant they are.
Without regular customer insight and feedback, it can be easy to lose touch with the true value you offer, which in turn can impact upon your confidence.
Confidence and belief in your offering are vital ingredients that require constant nurturing.
Sales Prevention Technique Number 6
‘Not following up sales opportunities’
If someone comes and has a great sales conversation with me and I am in the market for their product or service I am looking forward to their follow-up.
If they don’t do what they say they are going to do pretty quickly, I think this is a sign that I am not going to be looked after properly if I buy from them. I think they don’t care and obviously don’t want the business.
The longer I have to wait the more likely I am to say ‘NO’.
Without effective follow up it leaves the door open for someone else to approach the prospective client.
Getting an effective sales engine working in any business needs planning, organization, resource, and the right training to set it up in the first place. After that, it requires effective management to keep it going.
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