More salespeople make the mistake of overselling their prospects than underselling. In plain English, they talk their prospect to the point where there is a readiness to buy and then talk them out of that mood, losing the interest and the order after it was there for the taking.
You might account for that by saying that this type of salesperson does not “feel” when the prospect is ready. But that is not a fact. They do feel it, but they figure something like this,
“I’ve got them coming now, but if I try to get an order they may say no. I’ll just keep on selling and make the thing a little surer.”And in making it a little surer they lose out altogether.
Most of us hesitate to face a crisis. We are afraid of an adverse decision. That is largely why some people oversell their prospects. But no matter how diffident you feel about it, and no matter how great your hesitation, the secret of success lies in driving in and bearing down for the order just the second you feel the time is ripe. And if you follow the rules, you’ll get the order.
Here they are:
- Bring your prospect to the buying point.
- The minute you feel the prospect is ready try to take the order.
- Don’t directly ask the prospect to buy. Without giving offense, take it for granted the prospect is purchasing and start settling up the details just as if they had verbally said “Yes.”
- If they are not ready to buy, drop your purchase order form and start selling them again.
And remember, no matter how you interest your prospect in your approach – no matter how convincing your presentation – no matter how strong his desire for your proposition, all the work that has gone before is wasted, and absolutely lost if you fail actually to get the order.