Positive buying signals from a prospect, or a client looking to expand with us, are great; however, too often sellers interpret positive buying “signal” as positive buying “confirmation,” attempt to accelerate the sale to close and end up driving that opportunity off a cliff.
It’s on us as sales leaders to help our sellers bring opportunities across the finish line safely, not by closing the sale for them but by going on sales calls with them as an observer, role playing with them and coaching them on their mindset.
Below are two mindsets and one proactive activity to add to coaching sessions with sellers to keep them from driving opportunities off a cliff.
- Mindset, focus on the process of qualifying - sellers who are focused on the outcome of an interaction with a client (advancing an opportunity or closing it) get excited when they receive positive buying signals, which prompts them to stop qualifying and start pushing for their desired outcome, which damages rapport. Sellers who are focused on the process of qualifying an opportunity take positive buying signals as data to be explored through further questioning, which enhances their rapport and brings them closer to an outcome.
- Mindset, if I don’t know ask – sellers like to tell us that they “know” things about an opportunity or a prospect. A related mindset to “if I don’t know, ask” is “until my prospect says ‘it’ I know nothing.” A positive buying signal from the prospect (e.g. “I’ve been given a mandate and budget to solve this problem and you’re the first company I called”) doesn’t tell our seller anything about their potential for closing, merely that their prospect will solve their problem with someone. Even that they don’t know for sure until they ask, and their prospect confirms. This mindset is especially tricky for sellers with skinny funnels who are desperate to close anyone and veteran sellers who filter their prospect’s responses through their past conversations with similar prospects instead of staying present and asking clarifying questions.
- Activity, stage opportunities correctly – by properly staging opportunities in our CRM our sellers can quickly see where in our process they are and what boxes need to be checked by them and their prospect to advance that opportunity to close. Too many opportunities at one stage creates funnel bloat and panic in our sellers as they attempt to rebalance their funnel to hit their target. Too many opportunities added at the last-minute impacts delivery and causes problems for customer care because our seller likely overpromised. Too few opportunities across their pipeline also causes panic and prompts sellers to discount or offer “extras” that could be paid for to induce prospect to buy. Over time that behavior teaches prospects to wait until month/quarter/year end to get the best deal for the prospect, but not for our organization.
When our sellers focus on the process not the outcome, clarify positive buying signals by asking questions and correctly stage their opportunities they will winner more, more often and the agreement will be good for everyone.
Until next time… go lead.
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