Salespeople who work so hard to get in front of prospects are bewildered when they fail to get a second appointment. The reasons are obvious — especially to the prospect.
Consultant John Graham addresses the problem with the following “open” letter to all salespeople:
“You just left my office and I know you’re wondering why I’m not giving you another appointment. You pushed until you got this appointment. You think getting in front of me is the key to the sale. It isn’t.
Let me ask you a few questions. What have you done to motivate me to want to meet with you again? Why should I spend time with you? What do you offer than I can’t get elsewhere?
From all indications, you’re not really interested in what I need to accomplish. You’re not thinking about what you can do for me. You see me strictly as a “buyer” – someone to sign the order so you can make quota.
My guess is that you only want to get the order and be on your way. If I wanted your approach, I would pick up a catalog, call a toll-free number or jump on the Internet.
You’re good at agenda setting, but it’s always your agenda, not mine. From what I can tell, what you’re trying to sell me is only a means of getting an order. You let me down because you aren’t interested in understanding my wants or needs.
Your talent is figuring out what I will buy. You’ve taken all the popular classes on how to “psych” out prospects and get around gatekeepers. You think you know how to impress me.
You concentrate on trying to find my “hot buttons” and then keep pushing them. You think sales-driven is where it’s at. Getting the fish in the boat is what selling is all about. It isn’t. You’re out of sync and you don’t know it.
You’re always looking for good leads, but you don’t recognize one when you see it. A good lead is someone who wants to buy from you. Good leads are cultivated by spending time understanding prospects, communicating your capabilities and continuously educating them on the benefits of doing business with you.
Message: If you want me to buy from you, try being customer-driven.