Sometimes it’s difficult to get your prospect to commit to your solution. Prospects get pulled many directions by your competitors, by their colleagues, and by the fear of making a bad choice.
How can you deal with their lack of commitment?
You might have a thousand reasons why your prospect should choose your product. Ultimately a prospect will decide based on something you probably don’t consider important. To get commitment, you’ve got to figure out what that thing is and make it important to yourself.
You probably already know that people don’t always buy what they need; they buy what they want. Yet many sales people try to sell prospects by telling them what they need. But telling isn’t selling. “If I’ve told you once, I’ve told you a thousand times!” Obviously, telling doesn’t create commitment.
So how do you turn what you have into something that they want? Most people don’t know what they want, but they know what they don’t want! You can rapidly build commitment by finding out what they want and don’t want, and initially focus on just those two areas of your product.
Here are some scenarios and solutions that can help you create commitment.
- “We don’t want to commit right now.” Your answer: “I understand. If the timing was right, what would you need from me to commit?”
- “We’ve changed our mind.” Your answer: “I’ve changed my mind before. What was it that caused you to change your mind?”
- “But I promised the competitor that I would…” Your answer: “I’m confused. You told me that we had a better solution yet there seems to be some loyalty to the other brand. Can you help me understand what’s behind that loyalty? If I called them for you, would that help?”
- “We can’t get budget commitment until. . .” Your answer: “O.K. Would you be willing to consider writing a letter of intent because I want to make sure that I can reserve your place in the delivery queue. I don’t want you to suffer because someone can’t yet make a decision on the budget.”
- “This has to go to committee for review before we can make a commitment.” Your answer: “I see. Is this something that you’d like the committee to approve?” If the answer is ‘no’, you have lots of work to do. If the answer is ‘yes’, say, “Great. Let me help you create a strategy to get the committee to approve your choice.” Then evaluate what each committee member needs to agree and deliver that customized information to each committee member before the meeting.
Look for ways to create commitment and you’ll be CompetitionProof.