Prospects are overwhelmed with 24/7 technology and stimuli, as well as the many choices and decisions available in today’s market. For example, how many of you have stood in the grocery aisle reading 20 different shampoo labels as you try to determine which one to buy? I get confused and in my confused state, I push my grocery cart forward, delaying my decision to buy for another day.
A confused mind says no.
Salespeople often confuse their prospects, leading to long buy cycles, stalled deals or no deal. Are you confusing your prospects? Here are two areas of the sales process where salespeople confuse prospects, eliminating any chance of a sale.
Confusing Value Propositions. Value propositions are designed to be conversation starters. They are the answer to, “What do you do? Who do you work with? Why should I work with you?” Unfortunately, salespeople respond to such questions with “Are and Do” answers. “We are a technology consulting company that does IT consulting and high-level IT staffing. We are investment bankers that help you through the complexities of selling your business.” These responses don’t clarify why a prospect should work with you and not your competitor. This response creates confusion because your prospect heard the exact same response from your competition and is not sure why to select you as a partner.
Your prospect is confused — and a confused mind says no.
Effective salespeople provide clarity by delivering customized value propositions for each buying influence. Their value proposition focuses only on each prospect’s specific pain or goals. This well-designed approach paints a clear picture about why a prospect should do business with your company and not your competition.
Confusing sales calls. Salespeople create confusion by saying one thing and doing another. A salesperson starts a sales meeting by asking questions to learn about the prospect’s goals and challenges. The prospect answers his queries, but the salesperson gets triggered when hearing the buying signals and stops asking questions. He starts closing and making recommendations. The prospect is confused: I thought you wanted to learn about me, my business and what’s keeping me up at night.
This incongruence creates confusion — and the confused prospect says no to a next step.
Successful salespeople possess the emotional intelligence skill of impulse control. They have the ability to delay giving quick answers when hearing a prospect share his or her challenges. They honor their agreement to ask questions to determine if there is a good mutual fit. Questions provide more clarity about whether this opportunity is a good fit for both the salesperson and the prospect.
Take a look at your sales approach. Are you confusing your prospects or providing clarity about why you and your company are the best choice? Remember: A confused mind says no.