Want to know how to succeed as a sales professional? Don’t let buyer laziness stop the sale! One of the key pieces of advice any sales rep can keep in mind is to never underestimate the laziness of your potential buyers. While this may seem a bit harsh, the truth is that clients are busy people and simply don’t have the time or the desire to put too much thought into purchasing your product or services – they just want an immediate solution to their problem with as little effort on their part as possible.
If your sales process is too complicated and involves asking too much too soon, you risk losing the interest of buyers and turning them away towards your competitors instead. Read on to discover the best ways to break down these buyer defences to ensure you get the sale even when potential clients are initially resistant to going ahead with it.
Engage Your Buyers
It’s a fact – buyers don’t want to be sold to. They want to feel as though they are a part of your sales process and the solutions you provide. Whether you sell in-person, over the phone or online, customers need to be kept engaged and have inclusive interactions with you that propel them towards purchasing your products and services.
If you set up a meeting with your client, you might think it’s a great opportunity to explain exactly what you are selling to them. The problem with this is that all too often sales reps fail to take into consideration how this can help the client and in turn, the client fails to understand the value of what is being sold to them. The key is to keep the client engaged in the process from the start by easily providing what they need, from essential information and proof to samples. In doing so, you are showing the client how your services are connected to something that is important to them and they will be much more likely to take the next step, whether that’s responding to a future email or agreeing to a follow-up call and closing the sale.
Simplify the Next Steps
This is crucial. One of the biggest reasons that sales reps lose a sale with an interested buyer is that they have made the sales process too complicated for them. If you need the buyer to do something to take them to the next step, you must explain to them why, how, when and what and make it clear so that they fully understand the purpose behind it.
For example, a buyer questionnaire or online form sent in advance of a meeting can be helpful in getting to know your client and what they need from you. However, it can also be the thing that turns them off the sale. While buyers who are invested will fill these out, most buyers are at the beginning stages of looking at products and services and won’t want to divulge personal information or put in too much upfront effort at this early stage.
The answer is to make the next step as simple and convenient as possible. Clearly state why they should fill out the form and how it will benefit them in the sales process. If there is an opportunity for you to do it for them to save time and make it easier for them, it’s a good idea to do it.
Make Information Accessible and Relevant
When it comes to buyer laziness, we mean a mental laziness rather than a physical one. In other words, most potential buyers can’t be bothered to sort through loads of information and figure out how it can be of value to them and how your products or services can solve their problems. This is why you need to do it for them!
This entails taking the time to carefully sort through the information they have provided to you about their needs, problems, opportunities and wants so that you can clearly state to them the value of your services and how it can help them.
To start, find out what your client already knows and what they have already tried. This will help you to narrow down the options and present relevant information to them. There’s no point presenting facts and figures to someone who has already done the research. Instead, learn about their fears, opinions, dreams and more to deliver information that is valuable to them without the unnecessary clutter.
Make the Buyer Yearn for Your Solution
This can be tricky. The buyer needs to yearn for what you are offering them in order for them to quickly proceed with the sale. You can help the process along by always making clear the value of your services and how it can help them. Ask yourself – What’s In It For Them?
This question will help you to tailor your information to the client and ensure you are always highlighting the benefit of what you are selling and why they need it in their life. The more the client understands the value, the faster and more urgent they will desire the product or service.
The key is to make the information relevant as well as connecting it to something that is very important to the client.
Learn More Tips with the SWISH Sales Academy
SWISH Sales Coaching can help you to break down those barriers so that you don’t let buyer laziness stop the sale again. In our comprehensive SWISH Sales Academy course, we give you all of the latest and most ethical sales techniques to overcome buyer hesitation, laziness, overwhelm and more to land more sales and drastically improve your sales performance. Our practical tips are something that you can take away, rehearse and implement immediately for incredible results. What’s more, you’ll also get hundreds of hours’ worth of videos, templates, live weekly sessions, webinars and more in an interactive environment that’s designed to help you get the most out of learning.
Take your sales efforts to the next level and read about our proven sales training, sales coaching, and sales courses. No matter if you are located in Sydney, Melbourne, Brisbane, Gold Coast or anywhere in the world, we are able to assist in providing the most innovative ethical sales training. Get started today with the SWISH Sales Academy – contact us on 07 5531 6485 or join our sales training Facebook group.
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