Can Too Much Passion Kill The Sale?
One of the biggest sales mistakes that young salesperson sometimes make is asking for the sale too soon. And you may ask “Why not ask for the sale? If you don’t ask, the answer is always ‘no,’ right?” True that every salesperson needs to be bold enough and confident enough to “make the ask.” But the best way to make a successful sale is to treat it as a process.
Especially in business-to-business (B2B) sales, where you are selling a more costly service or solution, you need to be patient and build a relationship over time. The first time you talk to a prospective customer, you shouldn’t ask them for money. That will make them feel defensive. You don’t want your customers to feel like you’re reaching into their wallet before you even know their name.
Many over-eager salesperson say things like, “So, I hear you’re in the market for our product” or, “I hear you’re looking to switch to a new service.”
Don’t assume too much. If the customer feels like you are already counting your money, they’re going to assume that you’re not focused on listening to their needs.
If you’re too excited about making a sale, you might be tempted to promise too much. This is one of the biggest challenges for young salespersons – You’re excited to get a new customer. You’re hungry for the new business. You can almost hear them saying “yes….” So you find yourself agreeing to a faster deadline, or to a more aggressive implementation schedule, or to adding extra features or to promising more than you feel comfortable with delivering.
The biggest rule of keeping a customer happy is “under-promise and over deliver.” If you promise a client the world and fall short, they will lose trust in you, and you might never sell to that client again. It’s better to go slow. Only make promises that you know you can keep. If in doubt, tell them you will find out and get back to them (and remember that promise). You might not be able to meet the needs of every client, and you might lose a sale or two in the short run, but your business will have a stronger foundation for growth if you know your limits and keep your customers happy.
In summary, build the relationship first before asking for the order and know your limitations.