Here’s an idea I learned from Joey Davenport, President of the Hoopis Performance Network. Joey calls this idea the “Fairness Doctrine.”
People want to feel they’re being treated fairly during the sales process. If the prospect feels they’re not being treated fairly in the sales process, it’s proven that they’ll actually make decisions counter to their best interest just to spite the person offering the solution (if you can imagine that).
So the question becomes: What can I say or do in that closing presentation to make them feel like I’m sitting on the same side of the table as them and treating them fairly?
Let’s say your presentation or solution is a little complex. You pause and say something like, “Hey George, I know this stuff can be confusing. Let me just ask you, at this point, what questions do you have? I’m sure you have some questions — what questions do you have?”
Note that most people ask, “Do you have any questions?” This is an inferior way to state this same basic inquiry because it doesn’t create a safe environment. When you say, “What questions do you have?” you’re assuming their questions, creating a safe environment for them to ask. Psychologically, they feel you’re treating them fairly.
To come off as fair, you also need to put the onus on yourself as the salesperson. At some point I might check in and ask, “Hey I know this stuff can be confusing. Let me just ask, am I explaining this clearly?”
Most people make the mistake of saying “Does this make sense to you?” And then your prospect responds, “Yup” and tells you they want to think about it. Not ideal.
But if you pause and ask, “Am I explaining this clearly?” instead, it puts the onus on the sales rep. Psychologically, the prospect believes I’m treating them fairly and I’m on the same side of the table with them. Now they’re much more willing to sign the contract.
If you have any result-producing tips you’d like to share with me, please send them to BillCates@ReferralCoach.com.