21/04/2015 - 13:43

Be where the buyers are

21/04/2015 - 13:43

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It may provide little comfort, but if you can’t get through to the buyer, rest assured … you’re not alone.

Be where the buyers are
LISTEN UP: If you want the business, you have to make some sales noise. Photo: iStockphoto

It may provide little comfort, but if you can’t get through to the buyer, rest assured … you’re not alone.

I received an email recently from a reader with a problem that’s common among salespeople – the failure to get a meeting with the ultimate decision maker.

He said he’d been getting ‘blown off’ or stalled from accounts and managers who didn’t make the final decision.

“I’ve given people the presentation and they are definitely interested in the programs and policies, but now every time I follow up either in-person or the phone they tell me they’re busy or they’ll call me back, but I never hear from them,” he said.

“Or I’ll call and they’re not in, and even if I have their personal cell phone number, it’s impossible to reach them.”

This is a bigger sales situation than the old ‘your price is too high’ excuse, because you have no idea why they are refusing to take your call, meet with you, or return your call.

They seemed interested at the time. You were certain they were going to buy. But when you leave a message for them, all you hear is ‘crickets’. Why did that happen? How is that possible? They seemed so interested.

Let me start by giving you a few real-world, maybe even hurtful, reasons.

• Doesn’t have the money.

• Has the money, but is too cheap to spend it.

• Can’t get the credit needed.

• Can’t decide on his or her own.

• Doesn’t have authority to spend without budget, prior approval, or someone else’s financial approval.

• Thinks (or knows) he can get a better deal elsewhere.

• Has something else in mind, but won’t tell you.

• Has a friend, connection, or satisfactory relationship in the business.

• Does not want to change vendors.

• Wants to shop around.

• Too busy with other more important things at this time.

• Doesn’t need (or thinks he doesn’t need) your product now.

• Thinks (or knows) your price is too high.

• Doesn’t like, trust, or have confidence in your product.

• Doesn’t like, trust, or have confidence in your company.

• Doesn’t like, trust, or have confidence in you.

Major reason: The prospect’s perceived risk of moving forward is greater than remaining loyal to their present vendor, or their perceived risk is greater with you than someone else new.

Most of these reasons will not be stated. They may be unspoken, but they’re real.

Here’s a list of remedies. Pick one or two and implement consistently.

• Make a firm next appointment before you leave the present one.

• Schedule follow-up calls and meetings while you’re in front of the prospect.

• Prevent deal-breaking objections by using video testimonials in your presentation.

• Use video testimonials in your proposal as proof and removal of risk.

• Use similar situation stories of success.

• Ask for everyone’s mobile phone numbers – offer yours.

Buyers who you thought were interested suddenly going dark is common in sales, and the only way to overcome it is to prevent it in your initial presentation. Salespeople fool themselves that there is more interest in the mind of the buyer than actually exists, and leave the conversation before a positive impact has been made – or worse leave with an open-ended “I’ll call you in a few days” as you walk out the door and shake hands (maybe for the last time).

Important point to understand: If the prospect doesn’t call you back, or won’t commit to a next meeting, it is your fault, not theirs.

Important point to understand: Take responsibility for what doesn’t happen, the same way you take responsibility when it does.

Reality of your selling process: You’re concentrating on the sale. You need to discuss and focus on outcome. What happens after the customer receives your product or begins to use your service. The prospective customer has to visualise ownership and value in order to feel risk-free enough to purchase.

Reality of your selling process: Stop blaming customers for going silent, and start taking responsibility for making noise – sales noise, value noise, outcome noise.

It will produce the sweetest sound on the planet – the sound of money.

Jeffrey Gitomer is an American author, professional speaker and business trainer, who writes and lectures internationally on sales, customer loyalty and personal development.

© 2015 All rights reserved. Don’t reproduce this document without written permission from Jeffrey H. Gitomer and Buy Gitomer. 


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