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4 Reasons Why the Sale is Not Made
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When sales are down, a salesperson must begin to take stock of why that is happening. Most sales people start by blaming the company's policies. "If you'd only offer better specials," or blame the economy, "If only customers had the money," or they blame their boss, "If only I got a better schedule," or they will blame whatever happens to come to mind that day. Never, do they take stock of their own sellingtechniques.
There are four basic reasons why salespeople don't makea sale.
The customer doesn't want/need your product or service.Therefore they lack the motivation to make the purchase.
Many sales people ignore the fact they don't want/need theproduct and continue to attempt to make the sale.
In this case, the sales person doesn't adequately qualify thebuyer. Not everyone you come into contact with will have aneed for what you are selling. But sales people areconditioned to try to make a sale no matter what.
Asking good questions and listening carefully to theanswers will solve this problem quickly. That will free up thesales person to move on to greener pastures.
The customer can't buy. They don't have the money.
This problem is similar to the previous reason why salesaren't made. The salesperson has not asked theappropriate questions to qualify the buyer.
The buyer has the need, but they don't have the money. Youcan't force someone to come up with money. If it is beyondtheir budget, face it and try to work within their budget byfinding an alternative product or be honest with them aboutwhat it will take to make the purchase. They will appreciateyour honesty.
The customer can't buy. They are not the decision maker.
If you are dealing with someone who is not a decisionmaker, it is because the sales person has not taken thetime to qualify the individual's role in the purchase. Youneed to get in front of the decision maker. In my experience,no one can make the sale for you.
If you make the presentation to the un-qualified person inthe hopes that they will take the information to the decisionmaker, more times than not, they will not be able to closethe sale for you.
The customer doesn't understand the offering.
You haven't made your offer clear. Or you haven't educatedthem about your product. Perhaps you've been sellingfeatures instead of benefits to them and that makes themunclear as to how they could use your product.
Or it is a technical product and they are a non-technicalindividual. You have been speaking in tech-talk and theydon't want to appear ignorant, so rather than asking forclarification, they decide not to buy. After all, they don't knowhow it will benefit them.
As you can see, in each of the instances, it wasn't outsideforces that inhibited the sale, it was the sales person.
To become a SuperStar Salesperson, you need to learn toevaluate your role in each and every sale. For the most part,you will find that your efforts can and should be improved.The effort is well worth it.
Margo Chevers, author of the book STOP the BS (badservice), has been providing sales and customer serviceseminars and consulting to a diverse cross-section ofindustries for the past 15 years. For information aboutMargo Chevers' speaking or training schedule call (800)858-0797 or Margo@MargoChevers.com
