“Think about how that reset gets you around a lot of those hurdles all the way throughout your sales process.” – Jeff Bajorek in today’s Tip 1163
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Scott Ingram: You’re listening to the Daily Sales Tips podcast and I’m your host, Scott Ingram. Today Jeff Bajorek has pulled himself away from his brand new Rethink The Way You Sell podcast to bring us a great new tip. Here he is:
Jeff Bajorek: Just when I think I can take this for granted, my clients remind me otherwise. In selling it’s about problems, not products. And great salespeople, talk about problems, not products. That’s why they’re people worth talking to because they have things worth talking about. And what is worth talking about in the mind of your prospects is the problem that they have in front of them, the issues that need resolutions, the distance between where they are right now and where they like to be. Those are things worth talking about. What’s not worth talking about is your product. Just because you have the right tool for the job in your own mind doesn’t mean they know why it’s the right tool for the job or even an appropriate tool for the job. So when you lead with that product, when you try to tell them about all the great things it does and the benefits that they will see, and even leading with your success stories from other happy clients about how this tool was so great for them, they don’t know how to interpret that.
You have to be provocative. The way you are provocative with your prospects is by asking questions about their problems and not just initial opportunity creation and meeting an appointment setting and things like that. Think about every place you ever get stuck in your sales process. Caught in that loop of follow up and trying to restart an old process, send that proposal, and then don’t hear anything back for a while. And then all of a sudden people go dark a little bit, getting stuck negotiating pricing, and all of a sudden they think you’re way off.
Remind them in all of these situations, is this the problem that we’re trying to solve here? Is this a problem we’re solving? And is this the problem that you’re concentrating on solving right now Okay, let’s talk about the solution. Reframe the conversation in terms of solving the problems, and then the negotiating becomes a lot easier because you’re able to provide the appropriate context for why the cost is what it needs to be in order to solve the problem, the way you can help them solve it, when they cancel that meeting because of a scheduling conflict or because something else came up and they’re hesitant to reschedule with you right away.
Restart that conversation by asking them if this is still the thing they need to focus on right now and remind them, ground them a little bit in the purpose of your initial conversation. When you send that proposal and they go dark, “Hey, look, is this still a priority right now?” And it almost flirts with a breakup email there. And I’m not a fan of breakup emails but implore them with a discussion around what are they trying to do right now? Because urgent things pop up all the time. But you told me this was important. Is this still important to you even if we can’t get to it right now?
Think about how that reset gets you around a lot of those hurdles all the way throughout your sales process. And if you’re not thinking that way and most of you are not, I promise if you’re not thinking that way, start and then tell me how it works for you. Again, you know how to get a hold of me. I’m pretty available. Shoot me a message wherever you want to find me and let’s chat about this because it’s going to make an impact. It’s going to make a difference and it is the single biggest difference between top performers and everybody else. I’ve seen it for almost 20 years now and it is consistent. Give it a try. Let me know how it works.
Once you’ve finished listening through those, be sure to come back here for another great sales tip. Thanks for listening!