/* Style Definitions */ table.MsoNormalTable {mso-style-name:”Table Normal”; mso-tstyle-rowband-size:0; mso-tstyle-colband-size:0; mso-style-noshow:yes; mso-style-priority:99; mso-style-qformat:yes; mso-style-parent:””; mso-padding-alt:0in 5.4pt 0in 5.4pt; mso-para-margin:0in; mso-para-margin-bottom:.0001pt; mso-pagination:widow-orphan; font-size:11.0pt; font-family:”Calibri”,”sans-serif”; mso-ascii-font-family:Calibri; mso-ascii-theme-font:minor-latin; mso-fareast-font-family:”Times New Roman”; mso-fareast-theme-font:minor-fareast; mso-hansi-font-family:Calibri; mso-hansi-theme-font:minor-latin; mso-bidi-font-family:”Times New Roman”; mso-bidi-theme-font:minor-bidi;} Hello, I read this article by Tessa Stowe of Sales Conversations this week and thought it easily translated into inside sales. What I think is most critical is her idea near the very bottom:
Even if you think you know the consequences…. don’t tell your prospect
It is so much more powerful to be in a conversation, ask questions, and have the prospect tell you why it is critical for them to take action now! Enjoy the article, Lynn
In these trying economic times, sales have slowed down considerably – people just do not want to spend any money.The future is so uncertain right now that both consumers and businesses want to hold on to their money, just in case they need it for an emergency or even for survival. Right now, most people are in fear of loss, and this fear leads to inaction. In today’s market, even if you have been showing your prospect that it makes total financial sense to buy your solution right now, and that there is a clear ROI (Return on Investment), you are probably finding that they are still not motivated to buy right now. You see, in this economy, it’s unlikely that something as simple as a great ROI will motivate your prospect to buy. Actually even using the words ‘Return on Investment’ probably sends shudders down your prospects’ spines! We all know what has happened to a lot of “investments” lately. So, if having a great ROI will not motivate your prospect to buy now, what will?
As I mentioned above, people are holding on to their money in case they need it for emergencies or for survival. So, if you can link the purchase of your solution to an emergency or survival, you might just get your prospect’s attention, and they will be motivated to buy now.
How do you make that link?
You make the link by focusing on consequences. If your prospect does not take action and buy your solution now, there are going to be consequences as a result. What are these consequences? What will those consequences be to his/her revenue, costs, competitiveness, or viability in three months, six months, and 12 months? What sort of pain or emergency will these consequences create? How will these consequences impact their ability to survive in an evolving economy?
Remember, only BIG consequences motivate people to buy now. So, starting now, if you want to motivate people to buy now, think about and find BIG consequences.
For each and every prospect for your solution, determine the specific consequences he/she might incur if they don’t take action right now. How? You find out these specific consequences by asking lots of questions.
Even if you think you know the consequences if your prospect takes no action, don’t tell your prospect the consequences. First, you don’t know their business well enough to list their specific consequences. Second, if you tell your prospect the consequences, he or she will probably decide that such consequences do not apply to them.
Provided it is clear your intention is to help your prospect – versus to sell them your solution – with careful questioning, your prospect will tell you the consequences of his indecision to purchase your solution right now. In fact, with careful questioning, you will probably find that this is the first time that he/she has really thought through the consequences of inaction if they don’t solve this particular problem. They will probably be grateful to you for taking the time to help them get this clarity!
Provided you have uncovered BIG consequences – consequences that will create an emergency or that will impact survival – your prospect will be motivated to take action now, even in today’s economic conditions.
Start today – focus on uncovering BIG consequences, and you will motivate your prospects to buy from you now.
Tessa Stowe teaches small business owners and recovering salespeople simple steps to turn conversations into clients without being sales-y or pushy. Her FREE monthly Sales Conversation newsletter is full of tips on how to sell your services by just being yourself. Sign up now at www.salesconversation.com.
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