How to sell more: Sometimes there are things that salespeople do to help create sales failure or sales rejection. Sometimes these items that create sales problems are the fault of the companies that the salespeople work for.
Sometimes vendors will do things as incentives to help sell product or services. In some of those instances it may be a rebate or special rebates that are supposed to “help” the sales situation and in some instances do the opposite of what they were created for. You ask how would that be?
Salespeople can get caught up with relying on rebates or other incentives that get them to help close the sale. Instead of being able to use the skills that they are supposed to use the reliance on free money or extended warranties.
This also puts buyers in a position of control when it comes to pricing on short term products. In essence they are price conditioned to get some sort of kickback when purchasing a product or service. This mentally gives them some sort of belief that whatever they are buying gets special incentives and in the end causes them to start looking for vendors or companies who can give them their next “fix” of a discount or freebie to move forward.
If you are in short term sales it is important to build some sort of relationship to help hold clients but that does not always guarantee that they will not shop you for a better price. All things aside you are not the person who really helps them so they do not care what happens to you. Your ability to be walked away from is one major reason to always be looking for new clients even if you have landed the dream whale client with all the products you can sell.
On the other end of the spectrum is the long term sale or the product that has a longer life cycle. Many sales people can track their sales when compared against times where extra incentives are offered. Instead of looking at the incentives as an influential way to help get the one client who just needs one extra push the new incentives become a crutch and cause problems when they have ended.
This sales failure is common where rebates are offered every year and the salespeople know it. One step further down the path is the salesperson who may be scared of sales rejection and may tell their potential clients to hold off and not buy until the product goes on sale and “really feels for their position”. There is a huge difference between being empathetic and being a sales stooge who can’t sell.
Learning to use persuasive selling skills and abilities do help salespeople over time to increase their sales and overcome the common sales objections. To add as many sales tools to your knowledge may help you navigate through the common rejections that salespeople hear.
Just remember that rebates and extra incentives are meant to stimulate the buyers who may have just needed a little bit more to get them to move forward.
The next common issue with salespeople either going into sales failure is when they can use the action of price matching. It is easy for buyers to forget that all things aside not everything is the same product or service. Each company has unique abilities to deliver or produce services or products. There is always something that can differentiate one company from another. Sometimes fro some groups and services its all about the price and nothing else matters, in that instance if your services or products are better make sure to take some of your abilities out and really price match what the other company is offering.
Understanding the law of price equalization may help you be able to explain to this client how to deal with their pricing situation.
At the end of the day when it comes down to getting a signed contract your preparation is what will make the difference between and “Yes” and a “No” or even the dreaded “I wanna think about it”. Your ability to overcome sales failure though objection handling or persuasive presentation skills or techniques is a must.
Price matching should be used as a last resort and not to make up for bad sales skills or techniques or as a way to gain market share, in the end it creates lazy sales people who do not bring in enough revenue for a company to survive or causes sales on “price” instead of sales on skills. Sales success happens when you can overcome the common price objections.
As always I would like to thank you in advance for your comments or questions.
Scott Sylvan Bell
Now go implement!