Our buyers say a lot of things to our sellers that our sellers unintentionally misinterpret, which puts them at a disadvantage.
Statements like “I want to make sure I get this right” or “we need a quote by Friday” or “we're just looking to see what else is out there,” can get our sellers in trouble quick if they focus on the wrong part of the buyer's sentence.
For example, “we need a quote by Friday.” Sellers often get stuck on “quote” when “Friday” is the most important part of that statement. Why does the buyer need the quote by Friday? Why not next week? Why not 3 months from now?
Sellers who hear, “I need a quote” and dive into quoting without qualifying unintentionally commoditize themselves because they weren't actively listening to what the buyer was saying.
For another example, “I want to make sure I get this right.” What does “right” mean? Does “right” mean “perfect,” ”80%” or something else?
Sales is a slight edge game. If we want our sellers to differentiate on how they sell, not what they sell, we need our sellers to actively listen and stay present with their buyers. When a seller is actively listening and present, they can quickly respond to an ambiguous statement by a buyer with something like, “appreciate you telling me that. Kind of curious why Friday?” That question keeps our seller in control of the conversation instead of commoditizing themselves by saying “sure, I’ll get you a quote by Friday.”
Equipping our sellers with a playbook of questions to ask buyers allows them to properly pre-call plan. Practicing with them helps them be present when they are talking to a buyer in an impromptu situation like a trade show or when they receive an inbound lead. In all cases, our seller can stay in control of the sale longer and increase their credibility with their buyer because they don’t jump to a demo, a quote or proposal like every other seller that that buyer talks to.
Buyers tend to say the same things to sellers no matter what they are buying. By building with our sellers a list of the most common questions or statements their buyers say and the questions that we want our sellers to ask in response, then practicing those responses with them. Our sellers will quote less and win more.
Until next time… go lead.
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