Some of the best sales people, those considered trusted advisers by the client, are insecure with asking for the commitment. And usually, those salespeople that think they are great closers are considered abrasive and pushy by the client. So how do we advance the sale yet not come across as too salesy or desperate?
First, we have to really understand where the issue lies. We tend to ask for the customer to make too big a leap for their comfort level. The move from not having our solution to having our solution can look like a huge chasm for many clients . . . and that is where the sale peters out.
We obviously need the client's perception of how well our solution meets their needs and the urgency of the problem. However, once we have their perception of our solution, we advocate the next step, we do not ask them what they think the next step should be. This is the sales professional's space of expertise. The next step, is a small step of action that does not require a financial commitment but does involve taking physical action. With each subsequent step of action, the client bridges the gap of the chasm. With each physical action, the client is making a psychological commitment to your solution.
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