When you’ve gone to so much trouble to finally have the attention of your prospective client (whether in person or on the phone), the last thing you want to happen is to blow the opportunity to sign them up and clinch the sale. And yet, unfortunately, it happens all too often.
The main reason for this is that we get nervous – understandably. As a result we sometimes talk too much, undoing the good work of the earlier part of the conversation or presentation. What’s going on?
First, let’s consider what’s happening for your prospective client. You’ve just given them a lot of information to take in, to understand, and to consider. They need time to go through this in their mind and process it thoroughly before they can move on to the next step. Processing takes time….
Meanwhile you’re waiting eagerly and impatiently for their response ….
Unable to bear the suspense any longer you start talking again, and even though you know you shouldn’t, keep on talking. Until you hear those heart-sink words, spoken in a tone that effectively ends the conversation, and the opportunity:
“Let me think about it and get back to you.”
At which point you smile a bit too brightly, thank them for their time, pick up the remnants of your dignity and depart (or hang up the phone). What can you do to stop this from happening again?
Get comfortable with silence
The silence is necessary for your prospective client. Even though it feels prolonged and uncomfortable to you, as you wait for them to speak, it passes more quickly for them. They’re weighing up what you said and working out if they have enough information to make their decision. Given the full amount of time they may well come back with additional questions and perhaps some objections, which you’ll need to have prepared for.
Make the benefits of your offer clear
When you’ve lived and breathed your product or service passionately for any length of time, it’s easy to forget that the other person hasn’t been with you throughout that journey. They don’t know to what extent it will transform their lives or businesses.
So you need to take care to make the benefits of your offer crystal clear, giving as much detail as necessary for your prospective client to be able to make their decision.
Avoid cheapening yourself
This is where you find yourself offering a discount or special price BEFORE you’ve even made your first offer! This is usually another way that nerves get in the way as well as an over-eagerness to win the sale. Unfortunately it can have the opposite effect, as the prospect starts wondering what might be wrong with the product or service for you to need to reduce the price.
For a lot of service professionals, the whole process of selling is quite daunting and can feel uncomfortable. But thorough preparation can help, including learning a few key selling skills. Here’s the recording of a teleclass you might find helpful.
