Many salespeople rigidly follow a prescribed sales process, but often find prospects resistant. Instead of forcing a linear approach, focus on building trust and understanding the customer’s perspective.
Instead of directly asking about their decision-making process, use empathetic language. For example, instead of asking about “gates” they need to go through, ask, “Where do you think we should go from here?” This invites honesty, while a controlling statement like, “Let’s set up the next appointment,” can alienate them.
Avoid probing for “pain points.” Prospects are wary of superficial caring used to advance the salesperson’s agenda. Instead, demonstrate genuine understanding by referencing known business issues. Research what drove previous customers to buy your product by asking, “What three or four business issues drove your decision to buy our product?” Your current prospects likely share similar concerns.
By adopting these strategies, you’ll foster genuine connections, build trust, and ultimately increase your chances of success.