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.
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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.
Nancy: I guess this is the flip side of your AT&T disclosure post. “Can you give toooo much information?”
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!
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*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.
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Thank you for sharing this Bob! I always gave away too much, but did not know I was doing that until I went to a sales course :). I still find myself doing that sometimes because I feel if I am being asked a question, I need to answer. I notice that the ones who ask me about my fees right away are almost always the ones who are not going to call again or sign on as a client because they have not giving me the opportunity to give them value.
Still have a lot to learn….
Happy Monday!
Mirna Bard
Bob,
You have illustrated that this is a very important question for networking salespeople to constantly ask: “Did I establish the proper rapport, eliciting their liking and trusting of me?”
I also would add another vital question to keep in mind: “Did they establish the proper rapport from their end, showing me that they are likable and trustworthy.” If they haven’t shown any effort to reach out in that way, then I should be much more careful about the information they’re getting for “free.” But if they have shown an interest in developing rapport and the beginnings of a mutually beneficial relationship, then I have much more confidence that they are asking for the information for the right reasons.
Always appreciate your thoughtful posts! They make me think so much harder 🙂
Beth Bridges
The Networking Motivator ™
Hi Bob,
Great example. Oftentimes, people give their price way too quickly. Shop around is a codeword for looking for a low price. I agree with Mirna, if the client wants a price without a meeting I know from experience this isn’t the right match. I don’t even give out prices unless we meet or talk at length on the phone.
Much thanks! Giulietta, fearless branding rebel
Amazing post Bob…thanks for sharing it.