by Jacques Werth
Most salespeople practice “Consultative Selling.” Using this popular sales method, they believe that their job is to meet with prospects who have an apparent need for their products and/or services. They spend most of their selling time with prospects who don’t know what their needs are or what “pains” their needs are causing them. That is why they advocate elaborate, quasi-soft-sell techniques to get prospects to open up. They are in fact, attempting to sell these prospects at a time in their buying cycle when marketing activities are more effective.
The High Probability Selling process is based on our observations of top producing salespeople, and one of the things that we learned is that they focus their selling time with prospects that are ready to buy now. Top producers are not willing to meet with prospects when they are only interested in a product or service. Top producers only set appointments with prospects that:
- Already want the benefits of their products and/or services.
- Are ready to spend the time and money to acquire them.
We refer to them as “High Probability Prospects”
Finding that kind of prospect is easy, almost as easy as it is for consultative salespeople to find prospects that may need what they have to offer and are “really interested” in learning about their products and/or services.
Top producers do not give the prospect an appointment unless they agree to the following “Rules of Engagement.”
- The purpose of the meeting is to determine whether they have a mutually beneficial basis for doing business
- The meeting is scheduled for a specific amount of uninterrupted time, i.e., 40 minutes, 90 minutes, or whatever time is necessary for the sales process.
- That they will make a mutual conditional commitment on the decision (yes or no) to go forward with the purchasing process at the first meeting.
Starting the sales process at that point changes the dynamics of the typical appointment, and the relationship development process. By only working with prospects who need, want and can afford to buy – and are ready and willing to buy now – the salesperson can begin the meeting with the relationship development process with complete cooperation. The entire process is one of trust and respect for both the prospect and the salesperson.
Given the difference in the starting points and the conditions under which they meet the prospect, salespeople who utilize the High Probability Selling process have an unfair advantage over those who practice consultative selling.
It’s easy to recognize consultative salespeople. They are the ones who try to convince themselves, and then their prospect, that the only reason they want an appointment is for the opportunity to help the prospect.
Do you want to meet with interested prospects, or do you want to meet with prospects who want to buy your type of products and/or services? Do you want all the frustrations of overcoming sales resistance, or do you want to sell without pain. If you are in sales, you are making one of those choices every day.
If you want to learn the process and mindset of top producing salespeople, you want to learn more about High Probability Selling.
Until Next Time…Sell Well
Jacques Werth – High Probability Selling