I read a great book, Let’s Get Real or Let’s Not Play, by Mahan Khalsa that really honed in on some selling concepts I feel are vital in today’s competitive market. The book focuses on large consulting sales but several of the concepts have broader applications. The one I will focus on today is the concept of the stoplight in the sales process.
In all sales processes, regardless of industry, one of the first activities of the salesperson is to discover the needs of the prospective customer. Khalsa’s premise is that too many salespeople guess on what the prospective customer wants. They listen only to identify a product or service they sell and not to truly understand the needs and pains of the prospective customer. In essence they miss the vital criteria the prospective customer has for making the decision. Why don’t salespeople dig deeper and listen better? The author says that most people are afraid of failure or the red light. In the sales process, whenever we hear something that concerns us (something that may reduce the likely success of our sales efforts), instead of slowing down and addressing the “Yellow light”, we ignore it and drive on, hoping that we will get through the light before it turns red.
But if we are going to hit a red light, isn’t it better to hit it as soon as possible and avoid wasting your and the prospect’s time and money? If a yellow light pops up, slow down and get clarity. Ask more questions and try to mutually work through the issues with the prospective customer. I like to use the following phrases whenever I hit a yellow light:
- “I have a concern…”
- “I am confused…”
- “Help me better understand..”
The goal is to mutually find the solutions to yellow lights with the prospective customer. Not only does this activity solve the yellow light but it also helps the prospective customer buy into what you are offering. Get out all the issues, all the factors for making a decision, and priorities for each person involved in the decision. In essence find their pain, the implication of the pain on the company and the gain from what you offer. More information is always better. Yellow lights, therefore, can actually help you close more deals.
I just love the author’s comment: “A red light is not a failure. Failure is making a red light needlessly more expensive by spending more time and money.”
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