Sam Manfer, Sales Mastery
Sales Force Training and Development - Focusing on Executive Relationships and Selling
Selling to C-Levels: The Most Effective Way To Put Pressure On The Buyer To Take Action Now
I was asked this question and thought many might benefit from my answer. So here is how to put pressure for a buyer to take action now.
1. What’s the action you want? In B2B selling low level people can’t buy. They can only recommend. In B2C be careful of spouses, children and other influencers. They can cause the buyer to hesitate.
2. Fear, greed, pain, want are all drivers for people to take action. So the first step is to find out which of these is motivating the buyer and the details of that driver. If none are in play, there will be no action taken.
3. What does the buyer want to do about relieving the pain, securing the want / greed, or eliminating the fear?a. If nothing, you’ve got to find another driver or move on. This person will not take action.
b. If s/he does want to do something, you’ve got to find out how this person wants to accomplish or get it. Buyers don’t just buy the want, they buy their path to get the want. So you’ve got to know and deliver both or you’ll meet resistance, which means delays.4. Feed back to the buyer how you can give him or her the want / greed or eliminate the fear / pain with the least risk of failure (or best chance of success) and with less effort than any other alternative.
5. Ask how she feels about your presentation as described in #3. If good, ask for the action you want. If s/he doesn’t feel good, there will be no action taken. Feel is the operative word, not, “What do you think?”a. If the feel is not so good, ask for an explanation of the concern or uneasy feeling and what s/he suggests you do about it. Do what s/he says - if you can - and then ask for the action again. If you can’t, this person will not take action.
6. Don’t assume you know any of the above. Without the words coming from the person’s mouth, you don’t know the drivers or their path to the drivers - no matter what anyone tells you.
7. For details on how to do all the above look for my Interviewing and Presenting CD’s
And now I invite you to learn more.
Bonus Tip: FREE E-Book “Getting Past Gatekeepers and Handling Blockers”. Just click this C-Level Relationship Selling Link Sam Manfer makes it easy for any sales person to be effective and feel comfortable connecting with and relationship selling C-Level leaders.
Sam Manfer delivers key note speeches and in-depth selling work shops for those anxious to increase sales. His hands-on coaching turns individuals and sales organizations into selling whirlwinds. Sam’s selling awards and $ Million sales recognitions support his methods. His book, TAKE ME TO YOUR LEADER$ along with his Matching Chemistry’s CD and sales seminars replace selling myths and clichés that frustrate decision makers with a proven approach that captures their attention. Follow Sam’s C-Level Selling Blog for more insights. Sign-up for his free Selling E-Zine.
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