Closing is the toughest part of the sales process and one of the reasons is because most companies are engaged in marketing the opposite of what some buyers think they need. In many business verticals the buyers have their own opinion about how a service should be delivered, provided, designed etc.… Most of the time these are hack opinions that are simply wrong headed and won’t serve their interest or help them meet their objectives.
This is where salespeople find themselves between the horns of a dilemma in the sales game because they have to choose between making a quick sale by giving a prospect what they want, even when it’s known not to help the prospect. Or they can try to reason and persuade a stubborn buyer, that ‘thinks’ they know exactly what they need, to change their mind; but risk losing the sale. (more…)