Rule #19: Never Help the Prospect End the Interview
If you have spent any time in Sandler, you have undoubtedly heard the phrase “Go for the No.” Like many that I train today, I, too “went for the no”. It was initially liberating because I had a new weapon in my arsenal, and I treated it that way. If I was frustrated, I ‘went for the no’, if it was difficult, I went for the ‘no’.
It felt good initially to come back and say that I disqualified one because that was one of the three main outcomes that we celebrated. (yes/no/clear future). Here’s the problem, I was emotionally involved with the sale and I was using my new-found tool as a weapon. This is not the intent here!
Rule #19 is in fact related to “going for the No”. It’s not my job to take it to NO, rather it’s my job to help the prospect tell me that it’s over. This requires that I leverage my ability to question all the way to the end even when it’s uncomfortable. Let’s compare and contrast an example:
Me: “I get the sense that this might not be a good fit for you…”
Prospect: “I get that sense too.”
Me: “Well, I appreciate the time. I’ll close the file. Certainly, if there’s any way I can be of service, please reach out. It’s been very nice chatting with you.”
An alternative approach
Me: “I get the sense that this might not be a good fit for you…”
Prospect: “I get that sense too.”
Me: “Sounds like our call might be over, but before I go can you share with me what leads you to feel that way and I’ll do the same?”
Prospect: “Well, I’m not convinced that your organization can handle our unique situation.”
Me: “Can you give me an example?”
Now, this is obviously a very high-level example, and, in the latter, it could completely go the other way. The point is to never help the prospect end the interview. Let them tell you when it’s over, not the other way around. If you stay that course to the end, you’ll find that you actually win several that you might have walked away from.
The key to closing more sales is uncovering pain – that is, uncovering a level of emotional discomfort on the prospect’s part that’s sufficient to inspire action to change what isn’t working. Notice that you’re not creating this discomfort. You’re shining a spotlight on something that already exists.Here are three questioning techniques that will help you uncover the emotional gap between where your prospect is right now ... and where he or she really wants to be.
