My scenario:
Seller: software maker
(on-rolls sales agent making the pitch)
Buyer: a digital
marketing company looking to buy software to collect feedback from its
employees on HR policy, workplace conditions, etc.
Annoying
things a salesperson says
When needs match with
offerings, sales happen with vim and vigor. An astute salesperson analyses
prospects well before making them an offer. He/she thinks of the needs of the
customer from the big-picture point of view and recommends products that meet
them to the fullest extent.
Finding out these
needs and framing them to suit a product’s utility calls for a fluid visualisation
ability and tact. A sales agent needs to discuss the expectations of the
customer as part of ‘needs analysis’.
In the interaction
with a prospect, the best impression a salesperson can give off is one of
honesty and knowledgeability. At every stage, a seller has to be an active
listener and a quick thinker. They have to ask all the right questions and do
this organically by establishing a rapport with the prospect. They have to keep
an eye for what the prospect isn’t saying. Yes, there’s so much to
pay attention to and glean clues from. This information, in turn, is useful in
executing and concluding the sale.
However, forced
rapport-building can easily turn off a buyer. The intelligent sales agent would
steer clear of clichés, mumbo-jumbo, and verbal diarrhea.
Here are some pet
peeves that can sound wrong under most circumstances:
1)“Trust me”
A relationship in which the balance of power
is already out of keel. The seller would like for the sale to happen. The buyer
wants to hold off until they’re sure it’s the right decision for them. A
salesperson has to earn trust through the recommendations they make, and by
proving their adroitness and know-how of the function of the product. Trust
cannot simply be asked for and given away. By asking the buyer to trust him or
her, the salesperson makes the mistake of coming off as untrustworthy or
under-confident.
2)
Talking
nineteen-to-the-dozen
The sales associate wants to be knowledgeable
and approachable. But talking on and on can bore the listener. Besides, it gets
in the way of listening to the customer and solving their requirements.
3)
“Our rules”
This one verbal emission might lose the customer forever.
Prospects and buyers want to associate with companies that wish to offer them
good deals on terms that are feasible and profitable to them. Granted,
sometimes a customer may miss out on providing a crucial piece of information
or a quote. But there are other ways of asking for a necessary document or
proof. Hiding behind “company policy” or “our mandates” will not cut it with
the customer.
4)
“Feel free to reach me
at…”
From sounding high and mighty, this phrase
also is a bad sales tactic. It puts the onus on the customer to reach the
seller, and this may or may not happen. The better practice would be to keep
the buyer’s contact information at the ready and make note of a convenient time
for them. The notes should include critical information and decisions from the
previous call.
5)
“I am not at work
today; can you call me back?”
This is an approach
that just doesn’t fly in the business of selling. Customers who find an interruption
or, worse, come up against a wasted chunk of time would want to take their
business elsewhere. This is not to say a sales representative is on call
all-hours. They can keep other modes of communication open. The important thing
is to revert on pending calls or messages within a reasonable length of time.
6) “You must’ve heard
of us…”
This can be suicide,
especially if the seller is a business that is still trying to find its feet. A
famous seller would not have to ask this question. They are confident enough to
trust that their customers and prospects have heard of them. Even if they
haven’t, they would rather spend time establishing the features of their
offering than their brand. They would look to establish faith and goodwill
through their products and after-sales CRM.
7)
“I’ll only take a
minute/It’ll only take a minute to explain…”
This is, in truth, a filler. The sales agent
can directly proceed to explain the benefits of the product. Packaging a
product as a solution for a real and current niggle faced by the customer is
much better than projecting it as having several virtues. Dive right in, and
make it all about the customer.
Instead of mouthing
these trite phrases, take up an open, honest approach to selling. The emphasis
on listening well is high from beginning to end.
Alternatives to the
above clichés:
- When pointing out benefits, the
seller should pepper the argument with facts instead of claims. Geoffrey
James, in his article '10 Sales Cliches to Avoid Like the Plague' on
Inc.com shows how specifics about how much time the software saves for the
staff, or how much productivity it has resulted in for a test group.
Everyone likes a story well told. Tying
benefits together through an effective story, even a brief one, is more
effective than empty claims of “increased productivity”.
- Instead of saying a document is
mandatory, try explaining what purpose it serves and why it is helpful to
have a particular kind of proof.
- Instead of talking and
explaining to no end, use silence and listen more. Using silence is an
effective way to punctuate the conversation. The customer would use this
time to clarify points and ask a question that they need more information
on. This can help the seller gauge the interest level of the prospect and
the direction of their inclination.
- Instead of asking if customers
have heard of the brand name, ask how they found out about the product or
offer. This tells the seller which part of their marketing efforts has
been the most successful. They can strategize for a long-term plan to
strengthen marketing efforts in this direction and get more bang for their
buck in terms of lead generation.
- As Aja Frost states in the
Hubspot article ‘75 Key Sales Statistics That'll Help You Sell Smarter
in 2019’, 19% of buyers form a meaningful connection with the sales
agent during the Q & A stage while 60% connect only in the next stage
of analysis and consideration of the project in question. This shows the
importance of offering up information and value upfront.
Honesty and clear
statement of facts will set one seller apart from the rest. While others try to
hard-sell, the one who makes smart, intuitive choices at each stage of the
selling process converts better.
Conclusion:
A sum of all the
verbal cues, non-verbal communication, and the knowledge bank of the seller
come together to execute a sale to perfection. Needless to say, a salesperson
can become better at the job by gauging human behaviour accurately.
Avoid rote remarks and
capture leads with clarity of purpose. Happy selling!
References:
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