Persistence is key to selling, not because you’re trying to strong-arm someone into a sale, but often because it’s easy to get derailed and prospects often hold personal biases or some of the false beliefs we discussed. If you truly believe your solution will add value to your prospect, don’t back down at the first sign of resistance.
Remember, kindness vs. niceness. If a prospect is avoiding something they should be confronting, it’s important to expose them to the truth of their situation. Lead with their best interest at heart. You aren’t being manipulative if the solution you’re selling is truly to their benefit. It’s okay to encourage them and you’re not being pushy when suggesting they do what’s best for themselves, to maximize their potential, especially if they’re holding themselves back due to unreasonable fear or personal doubt. Have them consider: What could the future look like if they don’t adopt your solution? What opportunities are they missing out on?
Review: Challenger Sales
A good rule of thumb is to not back down unless you get at least 3 NOs. If you’re not doing at least that, it’s highly likely you’re not doing the bare minimum to ensure you’re providing your prospect with the necessary information to make an informed decision.
When I say 3 NOs, I’m not suggesting you call or email your prospect repeatedly if you aren’t hearing back. That’s harassment. Nor am I suggesting you ask for a sale over and over again, even if they’re declining.
“Insanity is doing the same thing over and over again
– undetermined quote often misattributed to Albert Einstein
and expecting different results”
Find different angles or ways to approach it. For example, if you’re attempting to cross-sell accessories for a car:
Bad
Waiting until the end to present accessories, then responding to objections consecutively, one after the other:
“So which accessory would you like?”
“Are you sure you don’t want any?”
“What if I gave you a discount?”
Even though they’re worded differently, it still comes across as desperate.
Better
Suggesting them throughout the interaction:
During RECOMMENDATION: “Based on your lifestyle, here are some accessories that might go well with your car. Take some time to check them out while I set up your paperwork”
During Closing: “Have you decided on which accessory you’re interested in?”
In response to an objection: “Are you hesitating due to the cost? We do have a few bundling options that might save you some money”
In both cases, three attempts were used to close on the cross-sell. The second one feels more comfortable and less pushy (despite still being persistent) because we’re circling back on a suggestion instead of simply reaffirming their decision. Making an assumption and offering options also makes discounting in the second example less like a desperate attempt to get them to commit.
Another common example is observed in how many people follow up on email communication:
Bad
“I sent an email last week and you’ve yet to reply, are you interested?”
“Sorry to disturb you again, have you seen my previous email?”
“Just wanted to follow up to see if you had the opportunity to review my previous message”
“Since you haven’t responded, should I assume you’re not serious about this opportunity?”
“I noticed you haven’t taken action yet. Don’t miss out! Our offer is expiring soon. Act now!”
“I’ve reached out multiple times, and it’s disheartening not to receive a response. Did I do something to upset you? Please let me know.”
“Hope you’ve had a chance to review the information I sent over. I wanted to highlight…”
“By the way, did you know [interesting industry facts or news]? I thought you might find it interesting”
Better
If you follow up via email, give them the benefit of the doubt by assuming they missed your previous email:
“My email might have gotten buried in your inbox over the weekend, just giving this a bump to float it up”
Better yet, reach out through a different channel by calling them or sending a LinkedIn message:
“Sent you an email, but I’m not sure if it’s the best way to reach you. Thought I’d try calling/sending a message in case you’re not in your inbox as often.”
“Not sure if my email landed in your promotions or spam folder. Thought to send you a message here just in case”
If you have the right mindset but feel that following up is starting to feel pushy, don’t force it. If you’re feeling uncomfortable, the prospect probably is too. Don’t pressure them any further. Actions that don’t align with your values come across as inauthentic and will be easily picked up by prospects. It’s a big turn-off when they sense you’re trying to sell, not help.
If you aren’t adept at reading your prospects and understanding underlying concerns that aren’t explicitly stated, you could also accidentally come across as pushy. I’ve found that some people on the autistic spectrum might find this particularly challenging. Here are some additional tips that may help:
Understand your process
There’s a saying that it takes an average of 5-7 touchpoints before prospects are ready to close. This doesn’t mean you’re doing the same thing 5-7 times, expecting the same results. Don’t pitch the same way twice.
Some of these touchpoints could be marketing-related or may have occurred before their interaction with you. They include, but are not limited to, some of the following:
- Hearing about you from a friend
- Seeing an advertisement
- Visiting your website
- Reading one of your emails
- Reading a post on your blog
- The call with you
- A follow-up email you sent
- Your second meeting with them
It’s important to understand your process and what’s been communicated so you don’t accidentally end up repeating yourself, leaving them with a pushy impression. It may be possible to address some of those objections in other ways, which brings us to the next point…
Plan and practice
With so many potential objections, it’s important to predict and prepare potential responses to them in advance. Answers you come up with on the spot are often not going to be particularly good answers. Even when an objection seems illogical or unfounded, providing a weak justification can be perceived as desperation, leaving an unwanted impression that you are untrustworthy or unknowledgeable, thus jeopardizing the sale.
This is where roleplaying and coaching comes in. Practice potential responses to various objections with your team. Seek feedback to improve your responses and make them less defensive.
Ninja move: Address objections before they arise
For instance, if quality is a common objection, discuss misconceptions about the quality of your solution during the RECOMMEND stage. If it’s already been addressed, when you move to ENGAGE and close, it will no longer be an objection.
Stick with your prospects
But not in an annoying and clingy way. You drive the bus; don’t expect them to. Lead the follow-up and guide the process. Be there for them through their conflicts. Hold them accountable to their timeline and goals (which you should identify and have them acknowledge during ASSESSMENT).
For example, prospects will often say “Just email me the details” as an excuse, only to ignore your email and never reply.
You could respond with:
“Sure thing. Just to ensure I send you the right information and don’t overwhelm you, is there anything specific you believe is a priority or major concern?”
This way, you’re sticking with them and, at the same time, making it easier and more personalized for them.
Another common deflection is: “Send me an email and I’ll find a time in my calendar”
Respond with:
“Of course, just to confirm I have the right email, it’s your XXX@YYY.com email, right?”
…
“Just to make sure I send over some reasonable options, is there a day that works best?”
…
“Is morning or afternoon best?”
…
“Awesome, I happen to be free next Thursday at 3pm. If that works for you, I’ll send over a calendar invite as a placeholder”
Notice in this exchange that despite sticking with them, it doesn’t come across as pushy. This is because you’re doing so in a way that makes it easier for them. If they aren’t interested, you’re not cutting off their “escape” or deliberately making it difficult for them to say no. Most engagements stall not because prospects aren’t interested, but because there’s too much friction in the process.
Focus on their needs
Remember, customer service > sales. Don’t be afraid to turn prospects away, it doesn’t make you or your solution look bad. Instead, acting with integrity reflects well on yourself because it suggests you aren’t pushing for a sale purely for the sake of profit.