How to Lose a Sales Lead
Wednesday, April 2, 2014
As a business owner, I often need to purchase products and services, so it makes me happy when vendors can clearly explain the benefits of their offerings. The better they can describe their wares, the more straightforward my decision making becomes.
Unfortunately, many salesmen try to control the sales process and attempt to channel potential customers into high pressure sales funnels.
While researching a service today, I narrowed the field from half a dozen options to two. One firm listed the details of its offering on its website. I could tell that their service would fit my needs. The other provided little information, requiring interested parties to submit their information into a contact form. I provided my email address, typed "please respond via email, not phone" and asked a very straightforward question. Does your service provide any benefit over the other guys?
Soon I received an emailed reply. Not only was it full of flowery words that revealed nothing, the sales associate ignored my questions entirely. In the end, he stated that his offering was so wonderful, that he would need to speak to my on the phone in order to properly explain it.
Like many potential customers, I'm not a fan of the hard sale. I had a simple question and the associate was unwilling to answer it. His competitor won my sale without even lifting a finger.
When you're dealing with potential customers, don't make them do extra work. Don't force them to sit through a high pressure pitch. Don't make them connect the dots between their pain points and your offering.
Increasing sales with a low pressure sales technique is a win for all parties involved.