Even the best salespeople run in to prospective clients who seem impossible to please. You know you have the best product or service, and you know you can help this client improve his/her bottom line, but how to convince them to give you the sale?
Sometimes, a salesperson approaches a prospect on a bad day. It happens to everyone. Maybe the potential client is dealing with a crisis at the company and simply is not focused on your presentation. These circumstances are frustrating, but they can be overcome with some clear-cut strategies.
It’s important to keep the client’s focus on your sales pitch. Try to discern what is distracting the client, and work to bring him/her back to the table. You can also help refocus the energy in the room with an interactive presentation. By involving the client with active rather than passive content, you can help get your message across.
Find the Decision Maker
Oftentimes, a company’s decision maker will send an assistant or other representative to a sales meeting to collect preliminary information. Though you are never guaranteed a face-to-face with the actual decision maker, be sure to contact him/her directly prior to the meeting and introduce yourself. This way, when the associate returns with your sales information, the decision maker will already know your name.
Project a Genuine Concern
The more you can empathize with your client, the easier it will be to find common ground and close a sale. Your pre-meeting research should give you plenty of information about the client’s business, its challenges, its successes and what your products or services can do to improve productivity. Putting yourself in the client’s shoes can help you feel confident in your ability to address their needs.
Learn About the Competition
This refers to both your competition and that of your potential client. Knowing about the other companies in your industry will help you differentiate your products and convey to the client why you offer a superior solution. You also need to be familiar with the client’s competition. You need to tell the client why your products will give them the edge.
Set a Deadline
Part of the sales process needs to involve a deadline. Do not give the client too much time to make a decision. This is especially true for challenging clients. There is a fine line between being pushy and creating a sense of urgency. Make it clear to the client that you plan to follow up with them in a few days. Also be sure to let them know your offer has a shelf life. If the client knows you will not wait around forever, you will have a better chance of closing the sale.
Have the Answers
In any sales presentation, there is bound to be pushback. Address your client’s objections head-on. Be prepared to defend the cost of your products, and explain why your company provides value-added service. Work with your sales team to come up with a list of all possible concerns your client might bring up. This will help you avoid being caught off guard and pausing to come up with an appropriate answer. If you can anticipate potential objections before your meeting, you will be better prepared to make your case.
Focus on the results you can provide for your client. For example, be prepared to show the client how you can help cut their overhead costs, increase productivity, and improve their company’s bottom line.
When it comes to dealing with challenging clients, preparation is key. All of the sales leads in the world do not matter if you aren’t creating actual sales. Be persistent: Follow up your meeting with a phone call (or phone calls), because emails are much easier to ignore. Remind the client why you can provide the best solution for their needs. Being able to anticipate a client’s concerns and questions will make you a more successful closer.