As a salesperson, you often are faced with scenarios where your product or service is required to solve a large and potentially devastating problem which your prospect is experiencing or anticipating. One might speculate or believe that this type of situation will create an environment that is ripe for a fast or impulse driven decision. In practice, the salesperson sometimes finds a different reality. The decision maker wants to make a decision immediately to solve or avert the problem. However, the decision maker is hesitant and cautious. “What if I make the wrong decision? I could possibly make things worse.” If the decision maker is an analytical type or risk averse, it could create an analysis by paralysis situation.
There are a multitude of reasons for this decision paralysis. Two popular reasons are the cost involved to repair the situation and the uncertainty related to the solution being proposed. As the salesperson, it is imperative that you are sensitive to the entirety of the problem, which includes the desires and traits of the decision maker.
If you are certain that your proposal will solve the prospects problem, you need to present it with positivity and confidence. You need to support your proposed solution by sharing stories relative to others who have experienced similar issues and how your offerings resolved them. Then you need to address the prospects issue in detail and present how your solution will eliminate each aspect of their problem. All along, asking open-ended questions to ensure you are building confidence in the prospect that they are heading down the right path with you.
The financial cost of fixing a problem is often unbudgeted. Depending on the dollar amount needed to successfully resolve the problem, it could be a choke point in how the decision is made and what solution is chosen, if any. While learning about the problem from your prospect, it is imperative that you ask the questions, “How much is the problem costing your company, and what are the long-term implications of doing nothing?” You will need to demonstrate to your prospect that the investment they make in your solution will more than offset their losses resulting from the problem.
If you come across as uncertain and overly sympathetic, it will be mirrored in your prospects attitude and confidence. If they see your confidence and enthusiasm, they will absorb your positive energy and start to feel better. It is important to say out loud, “I know this will work, for the reasons I described.” Then be redundant about two or more critical specifics. Finally, ask them how they feel about your proposal. Address any open concerns that are revealed. And ask for the order using the assumptive close. “Let’s knock this problem out! With your approval now, we can deliver by next Monday, and everything should be working soon afterwards. Your approval of this document is all we need to get things moving. Approve here.”
Your assuredness and confidence in solving their problem has minimized their concerns relative to the success and necessary investment to resolve their problem.
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