June 1st, 2013
Who loves to get a WOW!? All sales people love to get a WOW! Sometimes, in our zest, we become too feature-function-gadget driven and forget about involving our buyers. Yes, we get a WOW, but we might also overwhelm our audience. At least when we are face-to-face with our customers, we can see their reactions!
- If we host a web meeting or webinar, we cannot see their faces.
On a recent Webinar, this happened to me. My blue tooth headset was charged, the 4G internet connection has 4 bars and like magic, I am presenting my solution to a
buyer hundreds of miles away. It was a competitive situation, so I wanted to show as many capabilities and exclusives as possible. In the online meeting, the buyer did say WOW
a number of times.
Later that week, a fellow sales person called to discuss this particular buyer. Because he is selling a non-competitive product, we network, share sales tips and try to help each other succeed. He told me that a mutual customer shared that she was overwhelmed by my products and services. Yes, this is the same buyer that participated in the Webinar. In the demonstration, too many applications came at the buyer in too short of time.
- Yes, I got WOWS – but at what cost? Whoops! I had made a basic selling mistake.
My friend provides vital feedback to me that webinars are a great time saver but are very dangerous because you cannot judge the buyer’s reaction. His advice was to slow down and ask questions like:
- “How do you see that working for you?”
The risk of having experience is that we become very confident. That confidence can often lead to mistakes and we can spiral into a negative sales cycle. My friend shares his feedback and helps me avoid losing an account. I call the buyer immediately and set up a follow up call. This time, the pace of the call was slower. The review of capabilities became interactive and customer focused. There were questions like:
- “Where will this help you?”
This WOW junkie had to tame the urge to show too many features. The enthusiasm is there, but tempered. Now when I get on Webinars, I avoid the trap of talking too much. Questions help slow the pace and get the buyer involved. It takes focus, concentration, questions and listening. These are some of the fundamental skills of selling. Just because we have new technology does not mean we stop practicing the fundamentals. If we forget this lesson, the result is WHOOPS! Mistakes can cost us customers, commissions and even,careers. This career sales person just got a lesson he will not forget.
If you have a tip, please post a response. If you have a question, please post that or visit facebook/salestrainer4U for a steady stream of tips and relevant sales education.