Overlapping fear and doubt in a sale
Previously, we’ve already talked about how you can use Fear, Doubt and Uncertainty to your advantage. In this article, we explain how emotion can override reason in any sales negotiation.
Today we are going to address the other side of the coin!
While we use fear as a tool to heighten a lead’s sense of urgency, it can work in the opposite direction. When feeling fear or doubt about buying your solution, the customer ends up postponing the decision.
And your potential customers may be afraid for several reasons:
- Your competitors are using this emotion against you;
- His solution is innovative and he doesn’t understand it well;
- The pressure of the result can result in problems in the future because if they are not reached, he will be alone;
The worst situation for any salesperson is negotiating with someone who doesn’t 100% trust what they are talking about. And you should find quick ways out of that kind of situation.
Overlapping fear and doubt in a sales process
To get out of this scenario, I’m going to propose 4 quick steps that will help you reverse the game, gain the lead’s trust and close the sale!
There is no cake recipe or magic word, just a more recommended and tested path that you can adapt to situations you encounter. Come on?
1. Find the problem: every fear arises from a doubt!
Every salesperson hates to hear a maybe. More than a possible opportunity, the maybe generates more work for him and does not change the status of the negotiation in any way.
And there’s nothing worse than a maybe that doesn’t tell you the real reason for the indecision. After all, if you don’t know what to attack, your hands are tied and you can’t act to help the lead make the best decision.
That’s why your first objective is always to find the real reason behind this delay when making a decision.
Sometimes this reason is not just about fear, it can go through personal problems to other priorities that have arisen. Even so, it is your duty to understand the lead time and know when it makes sense to resume negotiations.
Continuing with follow-ups can only make the situation worse, after all, he is not preparing to make a decision and at some point he will be upset with so many contacts without progress. Meanwhile, your time is wasted.
So ask! Know what is happening and seek the truth. Behind all fear, there is a doubt:
- Does he think the results may take longer to come out?
- Do you believe that training for the team will not be as effective?
- Don’t know if you have projects as complex as what he wants?
Find it out! Only then can you act!
#Tip: If you use GPCT to qualify your leads, it’s much easier to find the right issues!
2. Build trust
We return to the famous rapport, but we go further! Rapport involves the relationship between two people only.
Many sellers err at this point. After all, they build a quality relationship with the customer, but they forget to expand that trust to two other essential dimensions for the sale to happen: company and product.
If your lead doesn’t trust these three points:
He won’t buy. I assure you.
You must start to see in 3 dimensions and be sure that you can take the credibility gained to the other dimensions.
That’s why a well-known and reputable company finds it easier to prospect, after all, its salesperson becomes a representative of the brand and the product is the flagship, its excellence is what brings that credibility.
Another common cause is the salesperson being able to bring credibility to the product, but not creating a trusting relationship with the lead.
Don’t miss the basics! Think 3D and guarantee your results.
3. Don’t be afraid to address the problem
Do you trust someone who talks to you without looking you in the eye? I doubt so.
The same happens when a salesperson doesn’t address a problem that is clear. If you’ve read between the lines that your interlocutor is uncomfortable with a situation, put it on the table.
This is the best way to demonstrate that you are not afraid to discuss potential glitches or problems. Your sincerity will represent the service that the lead can expect from your team and transparency is always a positive factor.
Don’t wait for the lead to spin. Help him to bring up the issue he is so uncomfortable with quickly and answer it honestly.
In some cases, the item raised is an attribute that you lose to a direct competitor. Be open, but argue why other customers value your solution’s strengths more.
Be confident throughout the entire process.
4. Remember cases
Finally, end these problems. Give examples of your company’s customers who have gone through the same doubts and fears, telling them what made them change their minds or even how they were rewarded, through the results that your solution generated, after overcoming these feelings.
Another possibility is to ask the lead itself to remember cases where it hired other services or products and felt the same way. Try to demonstrate how your product fits into descriptions of positive experiences.
By creating these associations, you are paving the way for your lead to let go of mistrust and make a quick decision.
Isn’t it easier to make room?
Stop worrying about “making room” for your leads. They already have all the space they need if you’re a sensible professional.
Remember that your solution will generate real value for him (you believe that, don’t you?). If that’s the reality, seeking a quick closure is HELPing the other side.
He’s not doing you any favors. You are the one who is presenting a good solution and delivering the power of choice, along with all the necessary information to make the right decision!
Finally, just follow the 4 steps below and you will be successful in more cases involving fear, doubt or uncertainty:
- Find the problem: every fear arises from a doubt!
- build trust
- Don’t be afraid to address the issue.
- remember cases