The Buyer-Seller Dance: Who Is Leading Who?

Are You At The Level You Thought You Should Be At This Time In Your Life?

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The Buyer-Seller Dance

- What Are Your Sales Challenges?

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1. Small Talk/Chit Chat with the prospect

Traditional Sales Process

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2. Needs• Find out exact needs or a “needs analysis”

Traditional Sales Process (cont.)

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3. Presentation• Your solution based upon needs

Traditional Sales Process (cont.)

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4. Try to Close the Business• No Sale….. (What do we hear from our prospects?)

Stalls & Objections• Think it Over• Talk to someone else (wife, business partner, boss)• Not a good time• Price is too high• I have to shop around

Traditional Sales Process (cont.)

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5. Chase Mode

Traditional Sales Process (cont.)

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1. Small Talk/Chit Chat with you

Buyer Process

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2. Mislead• Self-Protection• Don’t trust salespeople• Tricky closes and manipulative tactics• Can sound negative and positive (basically over

exaggerate not having problems or having major problems)

Buyer Process (cont.)

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3. Information Gathering• Product Knowledge

“UNPAID CONSULTANT”

• Price Shop and compare your bids Possibly negotiate a lower rate

with existing supplier or do it themselves

Buyer Process (cont.)

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4. Further Mislead (This sounds great!)• You leave willingly• You give more information

Rule: The most positive prospect is the most dangerous!

Buyer Process (cont.)

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5. Hide Mode (Voice Mail Jail, on vacation, not answering phone, call you back, etc.)

– You are a pest now

Buyer Process (cont.)

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Sales1. Small Talk/Chit Chat

2. Needs

3. Presentation

4. Close

5. Chase

Buyer1. Small Talk/Chit Chat

2. Mislead

3. Information Gathering

4. Further mislead

5. Hide

Who Wrote What System?

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How Do We Get Past These Challenges?

Build Trust

Using Some Alternative Choices

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1. Pattern Interrupt• Not acting like, looking like, or resembling a stereo-

typical self-centered salesperson

Alternative Choices

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2. Set Ground Rules Time Agenda (Salesperson & Prospect) “No” Option “Yes” Option

Alternative Choices (cont.)

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3. Find a Compelling Personal Emotional Reason For Your Prospect To Buy

Not “Needs” - 6 to 7 layers deeper People don’t buy features and benefits People buy emotionally and justify their decisions

intellectually

It is called “PAIN”

Alternative Choices (cont.)

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2. Three Types of “Pain” Immediate Foreseeable (in the future) Gain

Alternative Choices (cont.)

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3. Three Levels of “Pain” Surface (Intellectual problem identified) Business Impact ($) Personal (for your prospect)

Alternative Choices (cont.)

Pain Funnel

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4. Investment Money (willing and able) Time De-Investment

• Financially• Emotionally

Alternative Choices (cont.)

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5. Decision Process Who What When Where Why How

Alternative Choices (cont.)

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6. Fulfillment/Presentation Present on pains only (not on needs) What happens if we present on things that

we (salespeople) think are important?

Alternative Choices (cont.)

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7. Post Sell/ Referrals/ Strategic Account Management Buyers Remorse

• Competitor intervention• Not exactly what customer wanted

Referral Process S.A.M. Process

Alternative Choices (cont.)

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1. Pattern Interrupt (Bonding & Rapport)

2. Set Ground Rules

3. Find Pain

4. Understand Investment Process

5. Understand Decision Process

6. Present on Pains

7. Post Sell

Summary of System

Dis-Q

ualify

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The point where you decide to take control of the sales process or wimp out.

This could be the difference between your dreams and your family’s dreams.

Wimp Junction

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The Buyer-Seller Dance

Questions? (Typically one or two)

Contact Info:Rob FishmanCompany: Sandler TrainingEmail: rob.fishman@sandler.com Phone: 631-231-3538http://www.legend.sandler.com

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