Miss the signal, lose the sale

• Tweet Widget
• Google Plus One
• 
• Share on Facebook

A group of consultants are in a conference room, pitching a new client. One of the consultants is making the pitch. We'll call him the salesperson.

So far, the client has been alert, sitting up straight, listening, eyes fixed on the presentation being displayed in the conference room. Then the salesperson says something that disturbs the client, and the client shifts in his chair. His brows furrow a little. His eyes are no longer open wide, but squinting slightly. His hand comes up to the front of his face, palm on his chin, fingers over his lips.

The client has just sent a signal to the presenter. It is an unmistakable signal, if the presenter is properly attuned to body language. The signal says, "Hmmm. Wait a minute. This doesn't sit well with me."

This is a test, and most salespeople flunk it. It is the beginning of a downward spiral that will end in a sale.

Instead of reacting properly to the signal, the salesperson just keeps talking. He may even pick up on the body language, but doesn't know what to do about it. He does the exact opposite of what he should do. He becomes more forceful. He talks louder and faster.

In a matter of seconds, the client will come to a couple of negative conclusions about this salesperson.

First, the salesperson didn't observe and respect the subtle but unmistakable signals coming from the client. This tells the client that the salesperson will not be sensitive to the client's needs. It also tells the client that this salesperson will not sell successfully to the client's managers, who will send even more subtle signals when they are being pitched. The client will decide he can't take this salesperson in to sell his bosses.

Second, the client will notice that the salesperson is speaking even more forcefully than before. This will tell the client that the salesperson did, in fact, notice the change in body language, but decided - consciously or subconsciously - to stick to his agenda, and to push harder. To impose his will on the client, in other words. Now the salesperson is really in trouble. No one likes being pushed around.

As the salesperson continues to talk, the client will make a mental or written note about his concern. He will also shift into "what else is wrong with this guy" mode. Since he has already decided that the salesperson won't meet his personal needs, and won't sell successfully to his managers, he will start to build a case in his mind for rejecting this salesperson and his company's services. All the salesperson has to do is make a few more mistakes, and the client will shut the door entirely.

The salesperson won't be given another chance, either. His own behavior will cause him to lose the sale and his chances to sell anything to this client in the future.

What would a good salesperson have done in this situation? The second that client's brow furrowed, the salesperson would notice it and think, "Oh, oh, something's wrong." He would stop dead. He would look the client in the eye, and say (without rancor), "How are we doing so far? Any questions?"

The client will have a completely different reaction. First, he will be glad that the salesperson noted his concern, and will think, "Good. This guy can read subtle signals. We'll need that when I have him pitch my bosses." Second, he will actually tell the salesperson what was bothering him, rewarding the salesperson's observation and courtesy by giving the salesperson a chance to address that concern.

The good salesperson will successfully address the concern, then check with the client again before proceeding. "Does that answer your question? Or is there something else I should address?" Of course, the salesperson doesn't ask these questions with his hand on his hip; he is respectful. He really does want to make sure the client's mind is clear again, ready to accept more of the sales pitch.

As the pitch proceeds, if the salesperson stops whenever the client signals concern or doubt, progress toward the sale will flow smoothly from start to close. The client will remain in an open, and accepting state. At the end of the pitch, the client will reward the salesperson's attentiveness with that wonderful "let's talk about where we go from here" discussion.

In other words, the salesperson will make the sale.