The Sales Handicapper

Five Most Important Sales Questions - where are "you" in their sales process

Sorry this post is so late. Life got in the way.  Thanks for understanding.

We're finishing our deep dive in the Five Most Important Sales Questions.  We've determined that budget is the most important question, decision criteria is the hardest to get a straight answer to; who else are you involving in the decision is the most sensitive and where they are in their decision process is the primary driver of your sales tactics.  But,

    5.  Where are "you" in their decision process...

...can mean the difference between you selling them or making them sell you.  If you're early (or better yet, first) then the normal tactics you've developed can be applied.  If you're late, then all the best tactics for selling won't work.  You may have to resort to having them sell you.

So, what does that mean? If you find out you're late to the game, all the positioning of your unique value will be viewed as defensive.  Everything you say or do will be met with the proverbial, "yeah, ok, but that is no different than the other Nth companies who want my business".  So, if you're really honest with yourself you'll admit that you're behind and playing catch up.  You can't win because the deck is already stacked against you.  For every minute lost trying to go through the normal motions with this prospect, your next big sale is being positioned away from you by the person who got there before you.

If you've qualified the prospect with the other four questions and you truly believe your solution is their last, best hope for success, then you're left with no alternative but to make them sell you on why you should continue to fight what appears to so obviously be a losing battle.  This may sound counter intuitive, but I have used it many times and I can assure you it works.  

How does this work?  One key thing to remember, if you know you're late then so does your prospect. So, you have nothing to lose by saying something like,

•  "hey, I think we both know I'm late to the game, so if you were me, would you even bother to keep trying?" Or, 
• "given how late we are to the game, and given that all of us competing for your business can deliver about 85-90% the same things, what is the 10-15% you REALLY want me to focus on so we're not wasting each other's time? Or,
• "you know, if you think you've already made your decision or at least have seen and heard all you need to, then it's perfectly OK to tell me and we can call it day".

Now I know these may sound weird, but if you say them with true sincerity and transparency, the prospect will appreciate it and most likely give you an opening you could drive a truck through.  If you try and fake it or are not truly vulnerable to the possible outcome, then the prospect will see through you, right to your competitor.  

But remember, if you go looking for the "no" then you have to be prepared to take it. But, if you're truly late to the game, then unless you are delusional, you've lost before you start so you may as well start at the end; and have them sell you on why you should continue selling to them.

NOTE:  If you want to learn the most powerful "late to the game" approach ever, then email me with your contact information and I will share it in a brief phone call.  Sharing it in an email is not an option because the effectiveness lies equally in the delivery as well as the message.  The only condition is that if you use it, you will let me know how it worked.

 

Five Most Important Sales Questions - Where is the prospect in their process

 

We're continuing our deep dive in the Five Most Important Sales Questions.  We've determined that budget is the most important question, decision criteria is the hardest to get a straight answer to and who else are you involving in the decision is the most sensitive.  But, 

4.  Where are you (the prospect) in your decision process?

...drives your tactical sales approach. If you're late to their process your options are much more limited than if you're early. And, if your are not early, you're late!  There is no middle.  There is no even playing field.  If you receive an RFP the same time as everyone else (and you didn't write it), you're late.  A very good book on the topic of RFPs; "RFPs Suck..." , by Tom Searcy is a good read for effectively dealing with RFPs.

If you arrive early to their decision process your only goal is to create the decision playing field that all your competitors will have to play on.  Move the decision along as quickly as possible and defend your ground.  It is very important that in creating the playing field you establish only two or three key areas of differentiation that you will defend with your life.  Don't worry if your competitors win on the small stuff. Remember, you don't have to win 100-0, just 51-49.  Read the post on decision criteria for more detail on how to determine what is important.

If you arrive late, then you have no choice but to challenge the key differentiators your competitor(s) has established and do it early and with as much passion and fact (in that order) as you can.  If you're late, all the little wins DON'T MATTER.  Pick the big stuff and go hard.  If you believe an important requirement for success is missing from their decision criteria, then lead with that.  If you can add a new decision criteria to the process then you will win all the small points you'll need.  You'll still have to win on the remaining important NEEDS and WANTS, but you will make up valuable lost time.

Remember, if you begin to see the slightest change in your prospect's behavior in the responsiveness or openess to your questions, then assume something has changed and go back and ask all FIVE questions again.  You can go from early to late with nothing more than a new person being added to the decision process.  Always knowing where they believe they are in their decision process is critical to accurate sales forecasting.  Easy questions such as;

• "Are we still on track for an end of month agreement?"
• "Is installation by the 15th still critical?"
• "I just noticed you got a new SVP.  What impact will that have on your decision timing?"
• "Anything new come up in your procurement process?"

One of the best ways to keep your finger on the pulse of their decision process and timing is to never take your finger off their pulse.  If you own their process and they continue to let you own their process, your odds for winning the business go up measurably.  If you're late, or become late, you either go big or go home.