I just watched a ridiculous TV show. Well, it might not be ridiculous if you like to see examples of very poor sales skills.
In this ‘reality show’ called “Million Dollar Listing”, real estate agents try to get big listings in Malibu, CA and then attempt to sell the houses. In the short piece I watched, the agents were attempting to get a listing from an owner who had had trouble selling his home in the past. The two realtors in this deal were a husband and wife team. As they sat at the client’s kitchen table with the listing contract open, the seller asked what they thought he should ask for the house. Immediately, the two agents got into an argument about the price. Finally, one agent (the husband) turned to the client and said, “You’ll probably need to think about this tonight, won’t you?”
Later in the show, the husband and wife agents are discussing the deal. The wife looked at the camera and said, “He didn’t sign the listing agreement today because he had to think about it.”
He didn’t sign today for two obvious reasons:
1. Since the agents had no confidence in setting the selling price, the buyer had no confidence in the agents.
2. They suggested that he might want to think about it overnight! Duh!
The real reality in this show is the pathetic selling skills of the agents.
What can we learn?
First, if you and your sales team don’t speak with one voice and make one strong recommendation to the client, you can expect the client to keep shopping. This is true for software, hardware, service and even real estate.
Second, your client looks to you for advice. If you tell them to sleep on it, they will sleep on it. Then they will buy from the next person who walks through the door, and that is probably not you!
Our clients look to us for more than just information. They want advice and guidance in making a purchase. In addition, clients anticipate the owning experience to look like the selling experience. If you and your team have it together in your presentations, the client will believe that you can deliver after the sale. If you don’t, they will be scared into looking for another vendor.
Every time you are in front of a prospect or client, you are affecting the next deal. Be up to the task!
Steve Waterhouse is Principal and Founder of Predictive Results (www.predictiveresults.com), a sales consulting and training company that helps companies dramatically increase their sales. He can be reached at 904-269-2299 or www.predictiveresults.com.