Traditional selling techniques of pitching, explaining and convincing produce buyer resistance.  Unless the buyer believes everything the rep is sharing and is essentially already sold on the solution there will be resistance.  This happens when the buyer listens and then decides whether they agree with the person or not.  When they don’t agree the seller needs to convince them to give up what they believe.  This is a really steep mountain to climb.  Just have a political conversation with someone and you will hear how ready anyone is give up what they think.  This reduces the likelihood of a sale because it reduces the buyer’s confidence in the solution.

 The antidote is to take a collaborative approach to the conversation.  Take time to ask strategic, relevant and thoughtful questions that engage the buyer and encourage them to reveal what they think the problem is and how it’s impacting them personally and professionally.  Dwell here until the needs and motivations can be confirmed and verbalized.  Dwell there until the buyer feels fully heard and seen.  Then suggest the part of your solution that addresses that! 

The collaborative approach virtually eliminates resistance because you understand the problem together.  The buyer is getting clear on they really think.  And with that clarity comes confidence and a perception of credibility of the sales rep and high value of the offering.  It all just shows up and so does the likelihood of a sale. 

 I invite you to try on a collaborative approach dwell on your buyer’s problem and its impact until it’s crystal clear for both of you and discover what it does to your close rate.  How much are you just telling your buyer what their problem is and how to fix it and how much are you collaborating?

Contact Jason at: www.thecoachinghour.com