The following is a pieced together DM (direct message) conversation I had with a friend of mine on Twitter we’ll call “Nancy” but that is not his/her name. Because of the 140-character limitation some sentences took place over several tweets. Also, I’ve elongated many “twitter-speak” abbreviations.
Nancy: I worked really hard to give a customer a good price / value / etc. Now he has asked for all specs/$ breakdowns so he can shop other stores.
Me: I’m sorry to hear that.
Me: Yes.* And while your intent is totally different from the other example, absolutely you can give too much information… Especially without first qualifying them and their commitment. I would also ask, did you establish the proper rapport, eliciting their liking and trusting you? And, did you build the “VALUE” of your offer to the point that there would be no question in their mind that the value outweighed the price?
Nancy: I must not have.
Me: Not necessarily. Remember, even if you did it perfectly, not every presentation is going to result in a sale. And, some people are simply shoppers who will try and extract as much information from you as they can, leading you on (either intentionally or unintentionally) in the process. Again, nothing necessarily of an evil intent; it’s just what they do.
Nancy: I agree. Not everyone is going to buy and you can only invest so much energy and then move on.
Me: If you often do what you did with this prospect, and with great results, keep it up. If it usually comes back to bite you in the tookis (Yiddish for rear end) 🙂 like with this person, change gears.
Nancy: I will call him and review with him. All is not lost. My last conversation with him he was coming in with deposit. Between then and now a question arose or another “factor” intervened. I’ll find out when I speak with him on Monday.
Me: Great. Please let me know what happens. Make sure and send a handwritten thank you note today so he knows that you are the one who will take your time to add the thoughtful, professional touch and provide great value throughout the transaction.
Nancy: Great advice. Note card sent!
*Please note that different sales situations call for different procedures. Depending upon what you sell, and the type of buyer they are, sometimes the more complete and detailed information you give is better. Other times, too much information can result in overload and the second appointment will simply never happen because of this. In other words, they are so overwhelmed they become intimidated and will talk themselves out of continuing the process.
Wisdom is knowing the difference with the various factors and working within that particular context.
The big question should always be, “What will best serve the prospect?” Please judge the above situation and my responses in its obvious context understanding that I know the type of business she is in. And, her situation might be different from your unique selling situation.