Closing Sales

My client was trying to 'convince' a prospect to buy.

How do you handle 'hard to convince' prospects?

Do you give up? Do you strip line? Do you ask what the objection is? Do you tell your prospect that they're stupid? Do you ask, "Why?" Do you ask what they need to see/hear that will change their mind?

Let me share three thoughts.

First, let me suggest that your prospect is probably trying to decide if they want what you have, but they have decided that they don't need what you have. Here are some examples.

  • When I throw steaks on the grill, I want to have a glass of wine to drink while I cook. I need propane or charcoal to fuel the fire. Without propane or charcoal those steaks don't get cooked, but they can get cooked without the wine (although it won't be as much fun.)
  • Do you need to go to college to be successful? Ask Bill Gates, Steve Jobs, Frank Lloyd Wright, Buckminster Fuller, James Cameron, Mark Zuckerberg, Tom Hanks, Harrison Ford, Lady Gaga, Tiger Woods what they think. Apparently, they didn't want to, but still attained some level of success.
  • Some people don't need a car. They live near mass transit and can rent a car when they travel outside the limits of the transit system, but some people that don't need a car choose to have a car because, for whatever reason, they want one.

Here's the point. If you want to avoid the objection altogether, you need to help your prospect figure out what NEED they won't be able to fulfill if they don't have what you're selling.

(Read that again.)

Need is different than want. Many WANT to be in the Top 1%, but clearly, 99% don't NEED to. So, my first thought is help the prospect figure out what they need and if your stuff can help them get it, they will buy from you.

Second thought: Let's assume that you've conducted a good sales process (whatever yours is) and you believe that your prospect should be ready to buy. Try this. "Gotta tell you, Mr. Prospect. Usually at this point, people are telling me, this is great. This is awesome. How do we get going? When can we start? With you, I'm not hearing it. Did I screw up?" They'll tell you how to close them.

Final thought: I'm a delegator. If there's any way that I can get somebody else to do it, I'm gonna find it and use it. If I don't know what to do next, this is my 'go to' question from my best questions. "I feel like there's a question that I should ask right now. What would you ask you if you were me?"

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