Know how prospects make buying decisions and how to minimize rejection

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Before you have the opportunity to meet with prospects, you want to understand their decision-making process. Researchers found that they go through four distinct phases, and if you can stay on that track with them, you’ll more likely turn prospects into customers.

  1. They recognize needs. If prospects don’t see a need, they can’t justify the cost or hassle of changing. Salespeople want to focus on helping prospects recognize a problem and need. Questions like those in our “Power Questions” section below will help.
  2. They get anxious. Once prospects recognize the problem, they get concerned about it – and might postpone making decisions and/or worry about unfounded issues. That’s when sales professionals want to avoid two things at this point: downplaying their concerns and applying pressure to buy. Instead, focus on the value of the solution.
  3. They evaluate. Now that prospects see a need and are concerned, they want to look at options – which could be the competition. This is when sales professionals want to reevaluate the prospects’ criteria and show they have a solution that fits it.
  4. They decide. That doesn’t mean the sale is over. Prospects who are customers still judge like prospects. Customers continue to evaluate quality, service, and value, so sales professionals need to monitor prospects’ happiness even after the sale.

Rejection is a hard reality of prospecting. There’s no avoiding it. There’s only minimizing it.

To keep it at a minimum:

  • Qualify every prospect. You foster rejection if you don’t align prospects’ potential needs and wants with the benefits and values of what you have to offer.
  • Prepare. Don’t wing calls. Ever. Show prospects you are interested in them by understanding their business, needs, and challenges.
  • Check your timing. Check the pulse of the organization before you start prospecting. Is there a known crisis? Is it their busiest time of the year? Don’t press forward if you are at a disadvantage going in.
  • Know the issues. Don’t offer a solution until you’ve asked enough questions to truly understand the issues. If you propose solutions to problems that don’t exist, you’re destined for a quick rejection.

 

Resource: Adapted from Internet


Post time: Mar-31-2023

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