Giving prospects choices can have unanticipated consequences, says Tibor Shanto, co-author of “Shift: Turn Prospects Into Customers.” He offers three reasons why companies should not be quick to provide choices, especially where you don’t have to.
Less revenue – Salespeople often provide three levels of choice with the assumption that most will go for the middle tier. Too often, prospects give off “buying signals” indicating they will go for option B, but then revert to the lower-priced option. One company that Shanto provides consulting services to changed the approach to present its best option and a single price. The result: quicker sales, more revenue, no unhappy customers.
Authority – The benefit of conducting strong discovery is earning the credibility to make a recommendation. Your sales team should have the confidence in their expertise and experience to recommend one solution. People wouldn’t trust a doctor who regularly examined them and then offered three options. Customers want to look at suppliers as experts, just as patients want to view their doctors.
Inability to choose – Many of the deals that end in no-decision do so because the buyer could not make a choice. Abandoning was the easiest option.
“Want to make your buyer feel good about dealing with you,” Shanto asks. “Don’t make it about price, make it about them, and your ability to recommend and deliver on the best solution for them.”
Phrases that connect
Words have tremendous power, particularly when they come from someone we respect, admire or who is in a position of authority. Successful parents, teachers, and leaders of all types recognize the importance of instilling belief and confidence in the people under their care. Scott Mabry, who blogs at soul2work.com, offers these phrases that can help make inspiring and influential connections.
I’m for you. You have support.
I am here to serve you and help you succeed.
I’m with you. You aren’t alone.
I know this is hard and I am here to support you.
I Need you. You are valuable. I know this will be better with your help.
I Trust you. You are capable. I know you can handle this important responsibility.
I Appreciate you. You are unique. I am grateful for who you are and the work you do.
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