Archive for May, 2010

Pressure vs Permission
Aggressive Selling That Prospects Like

Were you ever annoyed by a high-pressure salesperson?

It is important to relate to your potential customers appropriately. When a prospect expresses interest in your product or service, it is your responsibility to cultivate the relationship. When you take this responsibility seriously it tells the prospect, “You are important to us. We care about you and how we can help meet your needs.” How can you follow up responsibly without being a high pressure salesman?

The opposite of Pressure is Permission. Many business people do not clearly understand the vast difference between pressure and permission. They do not want to be annoying, but they do want to let the prospects know they are seriously interested in helping them. Since we don’t want to pressure people, we must obtain their permission to follow up with them each step of the way. Roy Herr gives two examples from a recent home show to illustrate this point.

Permission

The first is an example of a salesman who did not understand that he did have permission to contact his interested people.

“I was talking to a customer, and he showed me a list of people signing up for his show special to receive a discount if they contract with him to do a project this year. I remarked that since he has the information, he could now follow up with them. His response was amazing, ‘Oh, no! I tell them that I will not be calling them. I make it very clear that they need to call me. And when people ask, “Why not call?” I tell them I don’t want to be a pest.’ He finished with a flourish, ‘I hate telemarketers!’ ”

The salesman did not realize he not only has permission to contact these prospects, he also has a responsibility to contact them. It is not rude to contact someone who has already expressed interest in your business. The people who signed up at his booth are expecting—even wanting—him to call. His follow up calls would not carry a hint of telemarketing flavor. With the one simple decision to not make follow-up calls, he is sending thousands of dollars down the drain.

Pressure

The next is an example of a woman who pressured Roy and aggressively tried to land a sale. She did not have his permission. Roy explains,

“As I was leaving the show, a woman from a travel agency stepped into the aisle and said, ‘Have you been to Virginia on vacation?’

‘No, I haven’t,’ I replied, and attempted to walk on. (I was very busy.)

She mocked surprise, ‘Where do you go on vacation?’

‘Nowhere. We vacation at home or, occasionally, go to the shore.’ (I’m trying to leave.)

‘Don’t you think you ought to take your family to Virginia? We have packages starting at only $300.’

‘No, I’m not interested.’

‘You mean you don’t have $300 to take your family on a vacation?!’ ”

This experience was frustrating to Roy. Why?

•    She interrupted him when he was paying no attention to her booth space.
•    He did not have time, but she continued to “hold him up.”
•    He had no interest in what she was selling.
•    She expressed no concern for his family’s needs or what he wanted. She tried to sell him a package to Virginia because that is what she wanted him to do.
•    She tried to make him feel like a tightwad miser who did not love his family.

This illustrates what we never want to be known for: high pressures sales tactics.

The Difference

The basis of permission is genuine care for the customer and listening to their needs. It is then gaining permission to follow up. Many prospects are indecisive and unsure how to move ahead. They appreciate when someone else leads them through the buying process. It is your responsibility to follow up until the sale is closed or they no longer have a need for your product.

Next month, we will offer a positive example of how to use permission to sift your leads and win the sales that are there.