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Talking Your Customer Out of the Sale
Communication and Human Interaction
Sales is all about communication
and human interaction. When we buy something we need details and we
need to know how we’ll benefit so we can make an informed decision.
We want to get that information from someone we like and trust and
much of that decision comes down to communication.
On today's show discover:
thoughtfully select words and phrases that support your customer
interaction;
words and style of communication helps you establish rapport and
move toward a sale.
Formal or Casual?
The language, phrases and words
you use can help you make the sale or cause you to talk your
customer out of it. Sometimes there are really subtle differences
that have a big impact on the outcome.
To make a connection with your customer and build rapport the
best interactions are professional but informal. It helps you build
rapport, and make a more human connection. It’s not like you’re a
police officer investigating a crime or anything....”just the facts
mam”. It’s about being on a first name basis with your
customer (whenever possible).
When it’s too formal it may seem like you’re just in it to make
a sale. When it’s more casual you can more effectively communicate
your genuine desire to help solve your customer’s problem. You seem
more...human.
So how does your language play in? Well, remember it’s
professional so you’re not going to use words like “dude” or
“buddy” but it’s informal and comfortable so you want to use first
names.
It’s just Bill and Ted talking
about a product. It’s not Mr. Salesman and Mr. Customer talking.
Here’s how I picture it in my mind....when it’s Bill and Ted
talking it’s two people facing each other having a conversation and
it’s casual. When it’s Mr. Salesman and Mr. Customer there’s a
counter between them and it’s formal.
Which one do you think makes it
easier to build rapport and trust? (right the casual
conversation)
The Royal Treatment
Lately,
I’ve heard some salespeople greet their customers like this:
“with whom do I have the
pleasure of speaking today?”
Yes, it’s polite but it’s too formal...I mean would you answer
your phone at home like that? (maybe if you were the queen of
England but otherwise probably not).
A much better approach is just to give your name and then ask
for theirs.
"Hi I’m Steve, what's your name?"
So that all sounds good at the
beginning when you’re getting to know each other but once the
customer objects you should get really formal right?
In rebuttals, you’re helping
provide additional information that’s missing. You’re helping calm
a concern, putting a counter between you and your customer at this
point really isn’t going to help!
Despite this, some salespeople like to start using “sir’
or “mam” during their rebuttals. If you listen closely you can
almost hear a wedge being placed between them and their customer.
All that good rapport built at the beginning just goes away and
it’s Mr Salesman and Mr. Customer again.
Instead of adopting a more formal approach during the rebuttal
process like this:
“I understand mam, is it the money or are you just not sure
the product will work for you?”
Remain professional but casual and rely on the rapport you built
early on to keep the lines of communication open.
“I understand Tammy, is it the money or are you just not
sure the product will work for you?”
Help Your Customer Feel Smart
Another way you can talk your
customer out of a sale (if you’re not careful) is by talking down
to them. Of course you would never do this on purpose but if you’re
not careful and precise with the words you use it can come across
that way.
One example of this comes in the form of over-used and generic
tie-downs. As you know, a tie-down is just a question designed to
get a “yes” response. However, you need to be careful not to use
questions that are so blatantly obvious that your customer becomes
offended.
Here’s an example:
“you like to save money
don’t you?”
For many, answering this
question is quickly followed by an eye roll and an internal “DUH”.
It’s on a par with “well the sky is blue, isn’t it?” ....so with a
generic and over-used tie-downs like this you get a “yes” but at
what price? Getting a yes at the expense of your rapport isn’t
worth it.
A much better approach is to
personalize your tie-downs. You still get a “yes” and your customer
feels better answering a more intelligent question like
“....and getting rid of that
back pain so you can play tennis again is really what’s most
important to you, isn’t it Ted?”
Here’s another poor choice of words that can drive a wedge
between you and your customer. It’s a question I hear some
salespeople use after explaining something and it doesn’t make the
customer feel smart.
Here’s an example:
"You take one scoop of
powder and add it to boiling water and then stir it until it’s
clear. Does that make sense?"
Sure you want to check to be
sure your customer is on board but when you ask someone “does that
make sense?” it can be interpreted that you don’t feel they have
the mental capacity to keep up. I know that’s not what you mean but
it can come across that way.
Here a couple of phrases that accomplish the same thing and at
the same time make your customer feel smart.
“What are your thoughts on that?” or “how does that sound to
you?”
When you choose your words and phrases thoughtfully you improve
your communication and avoid “talking your customer out of the
sale”
Today's One Two Punch
Selecting the right words makes a big
difference
Ways to subscribe to The K.O. Sales
Coach
If you liked this episode please head on over to iTunes and
kindly leave us a rating, a review and subscribe!
Feedback
We want to hear from you! Ask questions, make comments, and
share your, tips and opinions. Let your voice be heard!
Use our SpeakPipe Page! to send a FREE voice-mail right from
your computer, tablet or phone!
View all episodes
By Steve StearnsCommunication and Human Interaction
Sales is all about communication
and human interaction. When we buy something we need details and we
need to know how we’ll benefit so we can make an informed decision.
We want to get that information from someone we like and trust and
much of that decision comes down to communication.
On today's show discover:
thoughtfully select words and phrases that support your customer
interaction;
words and style of communication helps you establish rapport and
move toward a sale.
Formal or Casual?
The language, phrases and words
you use can help you make the sale or cause you to talk your
customer out of it. Sometimes there are really subtle differences
that have a big impact on the outcome.
To make a connection with your customer and build rapport the
best interactions are professional but informal. It helps you build
rapport, and make a more human connection. It’s not like you’re a
police officer investigating a crime or anything....”just the facts
mam”. It’s about being on a first name basis with your
customer (whenever possible).
When it’s too formal it may seem like you’re just in it to make
a sale. When it’s more casual you can more effectively communicate
your genuine desire to help solve your customer’s problem. You seem
more...human.
So how does your language play in? Well, remember it’s
professional so you’re not going to use words like “dude” or
“buddy” but it’s informal and comfortable so you want to use first
names.
It’s just Bill and Ted talking
about a product. It’s not Mr. Salesman and Mr. Customer talking.
Here’s how I picture it in my mind....when it’s Bill and Ted
talking it’s two people facing each other having a conversation and
it’s casual. When it’s Mr. Salesman and Mr. Customer there’s a
counter between them and it’s formal.
Which one do you think makes it
easier to build rapport and trust? (right the casual
conversation)
The Royal Treatment
Lately,
I’ve heard some salespeople greet their customers like this:
“with whom do I have the
pleasure of speaking today?”
Yes, it’s polite but it’s too formal...I mean would you answer
your phone at home like that? (maybe if you were the queen of
England but otherwise probably not).
A much better approach is just to give your name and then ask
for theirs.
"Hi I’m Steve, what's your name?"
So that all sounds good at the
beginning when you’re getting to know each other but once the
customer objects you should get really formal right?
In rebuttals, you’re helping
provide additional information that’s missing. You’re helping calm
a concern, putting a counter between you and your customer at this
point really isn’t going to help!
Despite this, some salespeople like to start using “sir’
or “mam” during their rebuttals. If you listen closely you can
almost hear a wedge being placed between them and their customer.
All that good rapport built at the beginning just goes away and
it’s Mr Salesman and Mr. Customer again.
Instead of adopting a more formal approach during the rebuttal
process like this:
“I understand mam, is it the money or are you just not sure
the product will work for you?”
Remain professional but casual and rely on the rapport you built
early on to keep the lines of communication open.
“I understand Tammy, is it the money or are you just not
sure the product will work for you?”
Help Your Customer Feel Smart
Another way you can talk your
customer out of a sale (if you’re not careful) is by talking down
to them. Of course you would never do this on purpose but if you’re
not careful and precise with the words you use it can come across
that way.
One example of this comes in the form of over-used and generic
tie-downs. As you know, a tie-down is just a question designed to
get a “yes” response. However, you need to be careful not to use
questions that are so blatantly obvious that your customer becomes
offended.
Here’s an example:
“you like to save money
don’t you?”
For many, answering this
question is quickly followed by an eye roll and an internal “DUH”.
It’s on a par with “well the sky is blue, isn’t it?” ....so with a
generic and over-used tie-downs like this you get a “yes” but at
what price? Getting a yes at the expense of your rapport isn’t
worth it.
A much better approach is to
personalize your tie-downs. You still get a “yes” and your customer
feels better answering a more intelligent question like
“....and getting rid of that
back pain so you can play tennis again is really what’s most
important to you, isn’t it Ted?”
Here’s another poor choice of words that can drive a wedge
between you and your customer. It’s a question I hear some
salespeople use after explaining something and it doesn’t make the
customer feel smart.
Here’s an example:
"You take one scoop of
powder and add it to boiling water and then stir it until it’s
clear. Does that make sense?"
Sure you want to check to be
sure your customer is on board but when you ask someone “does that
make sense?” it can be interpreted that you don’t feel they have
the mental capacity to keep up. I know that’s not what you mean but
it can come across that way.
Here a couple of phrases that accomplish the same thing and at
the same time make your customer feel smart.
“What are your thoughts on that?” or “how does that sound to
you?”
When you choose your words and phrases thoughtfully you improve
your communication and avoid “talking your customer out of the
sale”
Today's One Two Punch
Selecting the right words makes a big
difference
Ways to subscribe to The K.O. Sales
Coach
If you liked this episode please head on over to iTunes and
kindly leave us a rating, a review and subscribe!
Feedback
We want to hear from you! Ask questions, make comments, and
share your, tips and opinions. Let your voice be heard!
Use our SpeakPipe Page! to send a FREE voice-mail right from
your computer, tablet or phone!