One of the sales reps I manage came to me with concerns about a customer who seemed confused about an application. The rep believed he had carefully explained the solution to the client several times, yet the customer remained mystified. Have you been frustrated by a customer’s lack of understanding to a proposed solution?
Here are some of the reasons customers may be missing your message.
- You’re the expert; he’s not – Put yourself in the customer’s position. You have extensive information on the topic and he may have none. Ask yourself, “If I didn’t know anything about this product or service, what would I need to know first?” Begin your explanation from that vantage point. Put on your teaching hat.
- He isn’t going to buy from you – Do you have a sense of commitment from your prospect? Sometimes a customer will gather as much information as he can from a sales rep, then buy the product from your competitor or online. Don’t become the unpaid consultant. Before providing valuable information, evaluate why the customer wants to know?
- He doesn’t trust you – Buying decisions start with trust. The customer may be acting confused because you haven’t established a good relationship with him and thus, the right to ask for an order.
- He’s not the decision-maker – Perhaps your client is having difficulty convincing the real decision maker. Ask, “Help me understand. When you say you are confused, do you mean that you like the product, but you need to convince someone else of its merits first?” Then offer, “If there is another person involved in this decision I would like to help you explain the solution to him as well.”
In the opening case, the customer contact was not the ultimate decision-maker. An agreement was reached to talk with both persons involved in the deal, and the sale was made.