In some recent posts we’ve discuss various aspects of what I call “The Golden Rule of Networking”, which is, “All things being equal (or close enough to such), people will do business with, and refer business to, those people they know, like and trust.”
We also discussed that while this is absolutely key, there are indeed times when things are not equal and thus other factors will come into play.
Now, let’s look at something outside that paradigm.
If your prospect is absolutely certain that your product or service far outweighs any costs involved (costs can include – but are not limited to – financial cost, time investment cost, lost opportunity cost, etc.) and they still don’t buy, it’s typically a function of a lack of trust.
There are salespeople who are working with products or services which indeed are terrific, and price and other costs such as the above are not an issue. Yet, they are finding far too many people telling them no.
If this begins to happen too often (and most of us have been there at one time or another) then you have a choice to make; look externally or internally.
My suggestion would be to, rather than fault the product or service, the company, the company’s lack of advertising, or other external factors, or even the economy, begin to look inward and ask yourself what you might be doing to – at best – not be inspiring their like and/or trust in you and – at worst – perhaps turning them off altogether.
Reasons could run the gamut from interrupting, coming across as defensive when facing objections, being overly enthusiastic (yes, one can indeed be too enthusiastic), having bad breath, focusing on features rather than benefits, being late for appointments, or perhaps appearing too desperate for the sale…and many others.
And, it might not be any of these. However, if you think it could be, try and enlist the help of a mentor who can critique your presentations or in some other way provide counsel and guidance.
I’m hoping you’re not getting tired of this topic because, in the next article, I want to twist this one more way.
Oh, and of course, I must ask: have you found any of the above to be the case with you during a “sales slump?”