Another super-easy way for a buyer to stay in control of a sales call is to introduce someone else they need to talk to — at the last possible moment.
I was out with a young seller recently:
BUYER: “I like it, but I need to run it by our regional manager to get the final go-ahead.”
Seller: “Oh, I didn’t know you have a regional manager.”
BUYER: "Yeah, she’s new and wants to see everything…”
Just like that, the buyer took control. She sprung a new decision-maker at the last moment.
To control the moment, two things have to happen:
1- Pin down where this buyer actually stands. If the regional manager weren’t in the picture, would she move forward? Don’t accept “Yeah, probably.” Get a clean yes (she would do it and recommend it) or a clean no. They rarely volunteer the no, so you have to work for it.
2 - If you get the yes, ask her to take you into that meeting with her: “So take me into that meeting if you would… when you say ‘this is what we need to do’… gut feel, is she going to go with your recommendation?”
The real lesson is earlier in the conversation. To stay in control, you have to understand the decision-making PROCESS before you ever get to the ask.
By PROCESS I mean: WHO are the people? WHAT is the path? How much POWER does each person have? And the one almost nobody digs for — what CRITERIA does each person use?
I’d say only 5–10% of sellers actually get the real decision-making process. The rest assume they know it, then get surprised at the end.
Managers: What do you have your sellers do early in a conversation to understand the real decision-making process?
Additional Comment From Greg:
Here's a question to ask yourself...how many salespeople that have called on you, understand exactly what your decision process is? If they do ask, they almost always stay on the surface...on the WHO. And they ask about it with the most unflattering question on earth: "Who besides yourself makes the decision?"
Might as well say..."Obviously there HAS to be someone other than you Greg...right? I mean look at you..."
I call this area of exploration, discovering the combination to the gold. Especially when you get to the CRITERIA...NOBODY....I MEAN NOBODY asks about the criteria we consider when we make a decision. And it's so simple and stress-free to ask...
- "When you look at insurance companies Greg, and let's say two are similar...what criteria do you look at when you make a decision? And if you could rank those for me"
AND THE CRAZY PART IS...PEOPLE WILL TELL YOU!
It's like saying, "Greg I don't want you to give me the combination...just the left, right, then the left number in the correct order"...
This is major area of improvement I work on in my Control the Moment Sale Jiu Jitsu Gym...opening soon!
