Even when a buyer comes demanding, “I want this solar panel; my neighbour told me he bought it here,” be cautious as seeing it as an open and shut sale.

Customers don’t know what they want.

There; I’ve said it. It therefore behoves the salesperson to show them. More accurately, guide them to what they need through asking questions. Even when a buyer comes demanding, “I want this solar panel; my neighbour told me he bought it here,” be cautious as seeing it as an open and shut sale. Assume the role of the doctor who will never prescribe based on a patient’s self-prognosis.  Can you imagine a patient demanding, “I want these capsules for my headache (said while holding up an empty packet); and the doctor responding with, “OK. Here.”? (Shudder). The doctor will likely, flatly respond with, “No. I first need to know why (or, what the nature of the headache is).”

It’ll come back to bite you

When the eager beaver seller immediately gives the buyer the panel he has demanded, he may have won the war but likely will lose the battle. He will have made the sale, but if it turns out (as it might) that the wiring of the buyer’s home was slightly different, he runs the risk of selling the wrong product. And guess who the buyer will blame when the panel doesn’t work like the neighbour’s? The seller, of course. The customer may not know what he wants, but the customer forever remains King.

There are many reasons why buyers will do a self-prognosis. Not wanting to be ‘sold to’ is one; that is, fear of being pitched to and likely spend more, or, be convinced to buy something else. Another reason is to remain in control of the sale. Another could just be impatience. The reasons don’t matter; the principle however, does. Even if, the buyer presents themselves as knowledgeable, refrain from being too quick to acquiescing to the demand, “I want this pump.”

How do you reach out to buyers

So, what to do then? Probe, pry and peer through questions. Just don’t pester. ”Why do you want this pump?” or, “What is the nature of the problem in your house? Or, “What are the wiring specs in your neighbour’s house?”

The questions will respectfully peel off the veneer of confidence that the buyer presents. (Sometimes, though rarely, it may validate it. In that instance, the probing still helped ascertain that the suitable product was sold.) With the successive peeling of the veneer, the buyer becomes more aware of his ignorance and, more importantly, your concern for his well-being.

What if the buyer still insists on the product even with your expert opinion against it? Remain professional. Decline to sell it. That’s right, decline the sale. “I’m sorry I cannot sell you this spec of wire for that kind of machine, knowing fully well it won’t be a matter of if, but when, the machine blows.” Don’t be surprised if the buyer, taken aback by your confidence, is sold to your credibility.

But even if he isn’t and buys the wires elsewhere, guess who he’ll come back to when the machine blows?

Check out our short courses and other services here. If you would like to have your sales team sell more, we can help. In order for us to do so we propose a free consultation meeting or a call. If in agreement please complete the form below and we will get in touch after receiving your details, none of which will be public. Thank you.

Views – 377

About Author

Related posts

For predictable revenue set clear sales goals and targets

Nothing frustrates sales people, and therefore business performance, like unclear expectations. (That, and insisting that they sell a product no one needs, like the Yellow Pages). But back to expectations. Even with a clear sales strategy, indeed as part of it, business owners and executives should set clear sales goals and targets for their sales

Read More

Answer a question with a question and close faster

A good sales person will answer a question with a question. For example, completely out of the blue, the buyer says, “Can you give us a discount?” The seasoned seller curiously but firmly asks, “Why?” Here’s another non-sales example: “Should we hold the Parents Day in the afternoon or morning?” the principal asks the School’s

Read More

Sales kickoff 2023: What’s your plan for this?

2023 is here. As a business what’s your plan? Sales kickoffs are a proven way to, well, kick off your sales with a bang, organization-wide,. Sales Kickoffs are also called Sales Summits or Sales Conferences. A Sales Kickoff is an annually held, premier, must-attend, organizational event; even the CEO and his executive team are present.

Read More
Stay ahead in a rapidly changing world with Lend Me Your Ears. It’s Free! Most sales newsletters offer tips on “What” to do. But, rarely do they provide insight on exactly “How” to do it. Without the “How” newsletters are a waste of time.