Are You Confused About The Dynamic of Pursuit?
This is the first in a series of seven articles outlining the need for NEW RULES in your selling efforts. In today’s article, we’ll look at the “Dynamic of Pursuit.”
I trained a sales team two months ago. It was our kickoff meeting in advance of a long term ongoing training program (which is currently in place).
In my kick-off meetings, I begin by focusing on changing the dynamic between YOU and the BUYER. I start with is the simple question, “Who is selling whom?”
After I had made my points, a 50-something man stood up and challenged me. “There is no way, in this economy,” he said, “that my customer will EVER sell me. I must always be in selling and closing mode or I won’t get deals. You’re nuts to think that it could be any other way.”
OK. So noted. I later found out this gentleman was struggling. His results were poor. In his manager’s words, “time has passed him by.”
I Needed To Address His Concern
When training teams, I’ve learned that I can’t focus on 1-2 people who disagree. Every minute I spend with a disagree-er, is a moment I can’t spend expanding the thinking of the agree-ers. I must pick my battles and this wasn’t a fight worth fighting in front of the group.
After the program, I called the challenger over to have a word with him. He had calmed a little, so I asked him. “Have you ever had a prospect call you because he had been referred to you, hearing how great you are. Then, he asked a few questions and purchased?”
“Yes,” he said. “It’s happened many times.”
“So,” I asked, “did you feel like you had to ‘sell and close’ him?”
“No, not really. It was easy. He was a prospect the moment I walked in the door.”
“He was selling you, wasn’t he?” I said.
“Well, now that you mention it, yes, he did. Oh. OK. Got it.”
And with that, he was converted. (It was a little more detailed than that, but you get the essence.)
What does it mean to change the “dynamic”?
- It all begins in the mind of the seller. You must mentally conclude that it’s much better if they’re chasing you, than if you’re chasing them. The first threshold is you must establish the right state of mind.
After every customer interaction, ask yourself, “Was I selling them – or were they selling me?” - You must give the prospect something to connect with. Usually, that connection has to do with their pain/problem. Most sales amateurs miss this. An amateur shows up, throws up, and tries to close. It’s the old method.
But it shouldn’t be that way.
They’re the one with the problem, not you. It’s only YOUR problem if you need their business worse than they need your solution. When you chase the prospect the equation is backwards, and yet, most sales people still embrace the old way. - You’re in the PROCESS business. Your process must guide the prospect through without it seeming like you’re yanking them to a close. This is NOT a con game. Your process must genuinely be in THEIR BEST INTEREST, not yours. Does your process meet these standards? Does the prospect sense that you’re moving them towards a close or a solution?
I understand these three tasks are not simple to execute, especially if you’ve been doing it the old way for 20 years. But, they are essential to success.
Want More?
If you’d like to change your approach start by changing the Dynamic of Pursuit. Once you do, watch what happens. It will astound you. But, not everyone is ready for this change. If you think you are, click the button below and take a look around.
Stay tuned for the next article: The Dynamic of Power.
