Yesterday, along with millions of other families, we opened Christmas presents. My grandson Cameron, (aka Camper), was right in the middle of it all. Camper was that star of the show! He is a wonderful little boy. Bright, cute, loving, and while I am partial to him, all of that is the truth. As are many kids, he is a model of [tag]persistence[/tag] – something that, as a [tag]sales trainer[/tag] and [tag]sales coach[/tag], I love! In the midst of opening presents, he reminded me (aka “Pam Paw”) of an old [tag]sales principle[/tag] – “Don’t Confuse Your Prospect!
Camper gets more toys that most children – a lot more toys! He would rip open one package, get real excited – and then push it aside for the next gift. Before long he was through opening packages and playing – in a box! Many of you will identify with this story. However, I hope it doesn’t remind you of your sales presentations.
Sometimes sales people give the prospect too many choices. A great way to close a sale is the “Choice Close,” where the salesperson offers the prospect two solutions, either of which will solve the prospects problem. No matter what choice the prospect selects, everyone wins. The Choice Close works, but the problem with this close is salespeople sometimes offer more than two choices. I know a salesperson in the 401k market that prepares spreadsheets of five to ten, (yes, TEN), products from which the prospect is expected to select one solution! Two problems exist with this approach.
First, just as my grandson has so many toys that he can’t decide which to select, and ends up selecting a non-solution solution (the box), our prospects can’t decide upon the best solution from those offered. A confused mind never buys! Second, if you are truly a [tag]professional salesperson[/tag], your opinion is of tremendous value to the prospect. They expect you to have an opinion, and you better have one!
So, how can multiple options help you close more sales? First, if you use the Choice Close, limit your choices to two solutions or, in any case, never more than three. However, always have an opinion of the option that best serves your customer, and the reasons for your choice. Second, if you did a spreadsheet analysis for the prospect – keep it in your file. Tell the prospect, “I reviewed X number of options, and I feel the one I am presenting to you today best meets your needs.” Another tactic is to use the same approach, but tell them you reviewed multiple options, and boiled them down to two, and then point out the advantages and disadvantages of each offering. Once again, have an opinion about the better choice for the prospect.
Don’t let your prospects play in a box – a competitor’s product. They deserve the benefit of your expertise, so make your recommendations with conviction based upon your experience, research, and facts. The client will be well served and your sales will go up!
Happy Holidays – and Good Selling!
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