You've been in this situation
before. You spend an entire afternoon talking animatedly about
the merits of this one product you're trying to sell; and after
wasting about a bucket of saliva on the effort, your prospect
tells you he cannot possibly find any use for it.
Deep inside, surely you'd want
to lash out at him for pulling your leg in the first place.
But, hey, that's just part of the challenges of being in the
How do you persuade a person,
who thinks he doesn't need your product, to actually believe
on his own that what you're selling is indispensable and something
he shouldn't be leaving home without?
This sounds like an impossible
feat, doesn't it? But it's actually very possible. You just
have to know what buttons to push to get a 'yes'.
And that button, much to the
surprise of many, is pain. Yes, you read that right. Hit your
prospect where it hurts without him knowing that he has been
subliminally injured. It is in his pain where he is unguarded
and very likely to succumb to whatever you say.
How is this done?
Think of it this way. All of the things in this world, no matter
how seemingly far-fetched, has a potential value for your prospective
buyer. Every person needs something, almost often not knowing
that he needs it. Your job is to persuade that person that there
is something lacking in his life that your product would fill
perfectly. This is how you get commitments.
If your prospect is bent on finding
a solution to his 'dilemma', then expect him to run to you for
respite. After all, you're the one who introduced the concept
of this pain in the first place, so you better be smart to know
when to reap the fruits of your labor.
When the prospect comes to you,
remind him of his quandary. Once it has sunk in on him, be firm
and ask for a commitment. More often than not, you will get
what you want. However, should it happen that the prospect will
still not give his commitment, then perhaps it's best to move
on to someone else. It's either he doesn't take you seriously
or he really has no resources as of the moment.
In the end, the key to a closed
deal is a commitment. If you don't have it, then it would take
a lot of luck and persuasive effort from you or someone of influence,
or a sudden event, to win one. Always remember the world of
sales does not come out with victories at all times. There will
be moment when you have to turn around and look the other way.
After all, there are billions of people in the world; you will
never run out of potential clients.