Making conversation can be quite tricky. It’s not just a case of you having your say, but more of listening to what the prospect has to say. Asking the right questions, listening to the answers, changing topics, it’s all part of the job. Of course, you should expect the same of the person sitting opposite you, however the big difference is that you must be able to handle her or his lack of communication skills while it doesn’t necessarily have to be so the other way around. Your communication skills will undoubtedly be put to the test as soon as the prospect leads you out of your comfort zone. The fragile balance between supplier and recipient will then be at risk. Especially in the case of a prospect asking for more than you bargained for...
(66) If your prospect wants extras, ask for something in return. For a good deal is always a balance between supply and demand. ⇐
Another uneasy moment will arise when the prospect decides to share his soul in answer to your open questions. Including his private matters. Beware, this isn’t what you bargained for. Still, consider this as a big compliment. Apparently the prospect trusts you and is willing to show his tender side. Besides that he’s glad he can tell you everything to his heart’s content. Many salespeople interpret this as an invitation to chat about their own matters. Something along the lines of: “Oh, did that happen to you too? I recall that when it happened to me...” Drop it! If the prospect wants to talk about his private life, that’s fine. It’s a sign of trust, but you’re there to offer solutions, to do business. So don’t sit there blubbering together, but use that trust. Help the prospect and return home with a signed order...
(44) Clients and prospects trust you if they share their private life with you. But, make sure you leave yours at home! ⇐
It’s never pleasant when you or your organisation are criticised in the first conversation. Like anyone else you’ll probably be inclined to go into defence mode. Remember that the prospect’s criticism, whether justified or not contains the prospect’s reasons for not becoming a client. So don’t put up a fight and start asking more questions instead. Keep asking till the prospect can’t think of any more reasons and don’t forget to thank him for being frank. Tell him you’re going to look into what he’s told you, that you’re going to do something about it and make a new appointment so you can get back to his criticism...
(45) Thank clients and prospects who criticize you and your products or services. They’re actually helping you. ⇐
Believing prospects will agree to your proposals right away is an illusion. With negotiations in mind I strongly advise you not to let them either. It’s normal for prospects to voice objections and criticism concerning your offer. Usually they do this to try and get you to lower your price. You can defend yourself and try to invalidate their criticism with your own motives, but prospects hate it when you prove them wrong. It means you’ll be getting yourself into a heavy discussion where the prospect will cling on to his remarks even tighter, whereas your chances of reeling in the order are becoming smaller. There are other ways of going about this...
(55) Your prospect’s critical remarks on your offer are easily foiled by emphasizing your unique strong points. ⇐
After all your offer is bound to have points that are stronger than anyone else’s. That’s why it’s very important your prospect is familiar with these. Usually he will see these in your presentation, which is when you need to have your prospect’s full attention.
Until suddenly, his cell phone starts ringing at a crucial moment. I guarantee you that whether he answers his phone or not, he will not fully grasp the importance of the point you were telling him about. So give him that unique point with all your enthusiasm, even when you’re giving it to him a second time...
(46) When a prospect misses an important moment in your presentation, go back to that point for him and for yourself. ⇐
There’s always that moment when the prospect mentions something that makes you wonder: “What’s he talking about?” You just don’t follow him and really don’t understand why the prospect chooses to mention it. From your angle the remark came out of nowhere and you have the urge to ignore it. The danger in that is that you’ll resist even more and prove the remark was pointless anyway. Well, you certainly showed him. Thinking it’s probably better to let the prospect draw conclusions himself is a mistake. There’s a very simple method for this...
(47) Don’t go into defence mode when your prospect comes at you with useless arguments, instead ask him why he thinks that way. ⇐
Earlier on in this book I gave you some tips on getting appointments with prospects. Meanwhile you’re busy talking away. Apparently you’ve struck a sensitive chord and you’ve made your prospect curious. Many salespeople will use such an opportunity to follow a certain pattern and to try and win the prospect’s trust. A safe way to go about it, isn’t it? Numerous motives will be flung on to the table and most prospects will agree to these. Just remember there’s always one motive that makes the difference and the sooner you find it, the more you can focus on it. Finding that motive needn’t be so difficult...
(48) Simply ask your prospect what would make him or her decide to switch to your services. ⇐
• Hilarious TV scenes are often based on client questions and the replies given. Like here in Little Britain