As human beings, we put barriers up. We say things that we don’t really mean.
How often have you spoken to someone and asked ‘How are you doing’ and you know that you will get a ‘I’m fine thanks’ when deep down that person doesn’t actually feel fine?
They are feeling pretty crap in all honesty.
But they put on the facade. As we have all done in the past.
Buyers are no different.
I once had a guy who worked for me who thought he knew it all. I used to ask him on a regular basis ‘How is customer x doing?’
“Oh, they are doing great. They love the work we are doing with them.”
I used to reply with, “Fantastic to hear this but have you really probed beneath the surface?
Are they really happy?
So happy that they would commit to working with us again tomorrow for another 12 months if they were asked?”
“Yes, they would! Why don’t you believe me?” he would say to me with huge levels of frustration.
Because I had a sixth sense that something wasn’t right and the customer was just saying what was easy and comfortable, which would result in a confrontation.
I wanted to trust him and believe him, but I just didn’t.
And 4 months later when it came to renewing our contract with them, I was sadly proved to be right.
‘They are just having to look at budgets blah blah blah……”
We had lost the customer because we hadn’t probed. We had been too superficial. Too trusting of the words we heard without digging into the real feelings and thoughts they had about what we did.
It sadly proved to be a common occurrence with that person and he left to pursue other things. I hope he learned from the experience.
Digging deeper and probing into what your customer or potential buyer thinks is vital.
“But what if I annoy them?” you may think. As always, there is a right and a wrong way to approach it.
Consider any of the scenarios below:
- You have discussed a price and you think the buyer is okay with the figure.
- You have outlined how your solution will solve an issue and you think the buyer believes it.
- You have asked your buyer what they want to cover in a presentation and they say tell us about the solution. You think that means they want to hear all about your company.
These are just some examples of when we often misread the signs. We might be right but wouldn’t we prefer to check than be proved wrong?
It’s at times like these when we need to utter some simple words in a soft, empathetic tone.
“Thanks for sharing that with me Sally.
I could be wrong and please tell me if I am, but I just sensed that although you said <the price was ok/the solution will solve the problem/you want to hear more> I felt that you weren’t totally sure?”
As I say, it could just be me but please let me know how you ‘really feel’ about xx.”
“Well being honest, I am not sure about it.”
“No problem at all Sally, thanks for being honest.
I am glad I asked the question.
Now, tell me what you are thinking.
It’s better for us both to know now than waste each other’s time.”
And then watch Sally start to share what she thinks. What is really in her mind.
All because we probed and dug beneath the surface. All because we didn’t just hear the words we wanted to hear but we heard what we didn’t hear. What gave us concern.
We listened to our gut and inner sense that quietly said ‘something isn’t right here’.
And when we do, we get rewarded.
Rewarded with not having to expend emotion hoping a deal will come our way when it won’t
Rewarded with not expecting a call back from someone because deep down you weren’t a fit.
Sales is all about staying in control of a situation and when we probe beneath the surface and dig into what the buyer really thinks, we get rewarded. Not always with the right result but with confirmation that our intuition and gut feeling was right.
Don’t just take the superficial response. Dig. Probe. Check that what you are being told, really is the case.
It really is a sales superskill.
