In our last issue we discussed the importance conversion rate plays in achieving greater profits from your marketing efforts. Do you often find yourself wondering why you aren’t converting a high percentage of leads to clients? You have created offers, guarantees and scripts but your conversion rate hasn’t increased noticeably.
Perhaps you need to look at how your sales team is engaging their prospects. By that I mean, what is the focus of their conversation with prospects? Are your sales people doing most of the talking by presenting the features of your product(s) or service(s)? Or, are they seeking to first understand the needs and goals of the prospect(s) by asking lots of probing questions? Hopefully you have taught them well, and they have the prospect doing most of the talking. A colleague of mine says that he wants to finish his cup of coffee before his prospect has touched his coffee cup.
Good, so your team is focused on uncovering each prospect’s needs, but equally significant is whether your sales people are appealing to the prospect’s logical or emotional side. Confused? What difference does it matter whether the focus is on the logical or emotional side? The answer is that eighty percent (80%) of our buying decisions are based on emotions and not logic, yet most sales people engage in discussions around logic. Tom Hopkins, author of the national bestseller “How To Master the Art of Selling”, says that people buy based on emotion and justify on logic. Your team sells to individuals who have emotions; they’re not selling to machines that have no feelings. The emotions we’re speaking of here are those that are positive to the sale you are proposing. Tom Hopkins further points out that “Positive emotions trigger sales; negative emotions destroy sales.”
So, if you and your sales team are asking lots of questions all focused around understanding challenges in processes, strategies and policies without driving towards the emotional impacts of these challenges, your sales effort will suffer. Your goal when meeting with prospects should be to get them talking about the pain caused by the challenge(s) is having on their business. Once that pain is identified and its impact fully understood, you come to the rescue by establishing how your product or service will alleviate the challenge and thus eliminate the emotional pain.
Create a list of questions you can ask to elicit positive emotions from your prospect that will support your selling effort. Build this list based on several possible variations of responses that you might receive from your prospect. Secondly, be careful to avoiding arousing negative emotions. Your prospect will develop positive or negative emotions based on your appearance, how firm your handshake, how prepared you are, how aggressive you are, how well you listen, and the sincerity of your compliments. Members of your sales team must focus on generating supportive positive emotions and absolutely avoid anything that creates negative feelings.