I had a call from a bank last week and, since I was considering changing my business account, allowed the caller to launch headlong into his well prepared sales pitch. After a good three minutes of my time he had managed to miss all the buying signals and went away empty-handed. Why?
It often happens. I’ve done it myself. You have done your preparation, thought about the questions you are going to ask and outlined how you will answer any objections. You are finally in front of a great prospect…it’s all going to plan…and then they say something you weren’t expecting. Instead of listening, taking stock and changing tack, you blindly battle on with your prepared ‘script’ because you don’t want to waste all the time you spent preparing!
All too often your prospect is actually interested in what you have to say and simply wants to get to the information that they want.
Quite how my caller missed: ‘ I might be looking to change my business bank account’, as a buying signal I’m not sure, often they are more subtle. If your prospect asks specific questions about price, delivery, specifications or who else you work for, take it as a sign of interest. If they actively agree with you and are talking positively about how your product or service could help them, take note.
It’s hard enough to get in front of a real prospect; make the most of the opportunity by listening and responding to the buying signals that are probably staring you in the face.