Selling To Your Difficult Person
by Pat Wiklund
We all have people whom we find difficult. We don't understand them, connect
with them, or even talk comfortably with them. But, when we own a one person
business, seeing someone as difficult gets in the way of our selling effectively
and their buying wisely.
It is easy to blame the other person. They're the difficult ones. But, the truth is,
if you find someone difficult, for sure they will find you just as difficult. And, if
you're difficult they won't want to work with you. They'll take their business
elsewhere.
It's just human nature to dig in our heals when we're irritated. We want them to
change. We want them to be like the folks we find easy to deal with. And they
feel the same way. They dig in their heals too. They want us to change. Then
when we don't change they leave. They won't buy, even if we have the perfect
solution to their needs.
Selling to difficult people works best when we step back and let them set the
stage for our sales call. Follow their pace. Give them information in the way they
best understand Speak to their needs. When we start where they are it is more
likely we will lead them to the sale.
Sally told her prospects so much, so fast, everyone was overwhelmed. She was
stuck on fast forward. She truly believed the faster the sales presentation, the
more sales a day she could make. Yet when she finally slowed down, she made
fewer presentations but many more sales.
Sally's mistake was meeting her own comfort and needs, not her customers'
comfort and wants. If she had focused on her customers' comfort and wants,
she would more easily close the sale.
The easiest customers to be with are people like us. Selling to someone not like
us is harder. We have to choose how to approach them.
Most fast paced, high energy sales people prefer fast paced prospects. If this
prospect is task oriented, they quickly cut to the bottom line. No small talk here.
Give the facts first and fast. You have what they want, they buy. You don't have
it, they leave, often with a disparaging remark as the door closes behind them.
If your high energy prospect is people oriented you may think a new best friend
just walked in. They chat, ask about your family, your life, your business, but not
what they are looking for. Be friendly, but take charge of the conversation. Turn
the questions to what they want, how you can help them, how they will use your
products. Be assumptive with your close. Tell them about your return policy to
give them a way out. (They won't take it but are reassured that it is there!)
Slow paced prospects challenge fast paced entrepreneurs. Slow down! Slow both
your body and your words. Be prepared with details and specifications. Focus on
the product, not small talk. Don't take the penetrating, demanding questions
personally. They really do want to know the subtleties and nuances. Don't let their
silences unnerve you. It takes them time to think through buying decisions. They
need to be thorough to be right.
By taking the time to analyze just which customers and prospective clients give
you trouble, which you find difficult, you will be prepared for them the next time
you want to sell to them. Preparation pays off. Think about who you have
difficulty selling. Then spend some time developing a script to use with them.
Practice words that start where they are, and lead them to a closed sale.
Then, when you recognize one of your difficult prospects, take a deep breath,
reassure yourself you know what to do, and put into action your preparation and
practice.
(c) 2004, Pat Wiklund. All rights in all media reserved.
About The Author
Get a full 20% off for Pat's newest tele-seminar: How to Turn Around Your One-
Person Business to become more focused, more purposeful and more profitable.
Just click here: http://www.LeadingAnOrganizationOfOne.com
Email Pat at <Pat@LeadingAnOrganizationOfOne.com>
|
|
|
