A few days ago I attended a great webinar given by Phil Lee and sales trainer who is the managing director of PeakPerformance Training.
He gave a great presentation, but one of the things I wanted to focus on was what he described as the buyer’s system – that is, how buyers think when they are being sold to.
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He explained the system as having four phases:
- They mislead about their interest. The can be done by saying “I’m just looking” when they actually want to buy or by saying “Yes, I’m happy to talk” when they have no intention of buying.
- The get the sales person to cough up lots of information. The big bit of info they want according to Phil is on price.
- They continue to mislead. This is where the say “I’ll think about it.”
- They hide. This is where they dodge your calls and attempts to follow up.
Understanding this system is really important, although breaking down these behaviours is not easy. A good place to start is with the first phase – what techniques can you employ to separate the misleaders from the people with genuine interest? Qualification of prospects is key.
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