Oct 29 2007 11:16AM | Permalink | Email this | Comments (0) |
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The more I travel … the more I’m amazed by what I’m seeing and hearing. With the market the way it is … I can’t believe what builders are training their people to do.

These days … Closing the Sale isn’t going to get you where you what to go. The old “Back to The Basics” is a waste of time. And that means if you’re going to succeed, especially with today’s customer, you’re going to need to focus on the things that make closing easy … rather than on closing itself.

Answer these questions and you’ll see what I mean:

Scenario 1

If you’re the customer and I’m really trying to sell you … in other words … trying to convince you that you should buy my product … who owns the advantage in terms of a negotiation … the seller or the buyer?

If you said the buyer, you’re right. By trying to use the traditional techniques that get your buyer to buy … you transfer power to them.

Scenario 2

On the other hand … if you’re the customer and you’ve decided that you like what I have … and you want to purchase it … who owns the advantage in terms of a negotiation … the seller of the buyer.

In this case … if you said seller, you’re right. If you can get your customer to decide that they want to buy your product … the power is transferred to you.

So what am I saying? Easy. You need to be using sales techniques that cause your customer to want to buy rather than feel they’re being sold. And what does that mean?

If you’re sales process emphasizes a feature and benefit presentation … three or four trial closes and the final “big question”. You’re on the wrong path. Those techniques help you … not your customer.

Today’s customers need you to help them make a “great” decision … not sell them. Which is a whole different way to sell!