You can't see it.
You can't hear it.
You can't smell it.
But it most definitely stands tall and wide. The battle tested wall that took generations to build, centuries to shape and decades to perfect that stands between the customer and the sales professional.
What's so amazing is that there are times when a sales rep can spend an hour meeting with a client they hope to get to buy their goods or services and never even sense the wall's presence.
Yet, there it was the entire meeting, structurally sound, message resistant and without pretension...the Invisible Wall of Distrust.
This wall of distrust has been constructed with impervious materials. Consider three of the building materials used to create this wall - stones of braggadocio, bricks of babble and concrete closes.
Stones of braggadocio - "Our product outperforms any competitor's on the market", "We have the best XYZ (you fill in the blank) in the industry", "I've been doing this a long time and what you need is...", "I really don't want to brag, but I did win the Sales Executive of The Year four consecutive times".
Bricks of babble - "Show up and throw up" techniques act like iron reinforcements for the wall of distrust. While they forget to leave their ego at the door time after time, so many sales reps feel compelled to show the client just how much they know about what they do (of course simultaneously showing how little they care about the customer's needs).
How about one of my favorite bricks of babble, industry jargon. "Well we have a DDCPI that came out after we discontinued our PPDCD program last year." "You don't know what DDCPI is?"confusing the customer's first signs of nausea with a request for approval to continue "basically (or as someone once said, let me dumb it down to your level, Mr. Customer) it's the best ACTD since PPDCD migrated to CCCPO...it's the Lexus of the industry." It's scary, but it's true. This stuff really does happen.
Concrete closes - Oh no, here it comes, like the attack of the killer tomatoes, the close! The customer is thinking that this over-cologned, missing link must have read the ABC's of Closing just before he arrived. Unfortunately, customers don't like to be sold to, they like to buy things.
Each time a sales representative uses these building materials, the wall grows in breadth and depth. Consider three possible ways to tear down that wall:
You can't hear it.
You can't smell it.
But it most definitely stands tall and wide. The battle tested wall that took generations to build, centuries to shape and decades to perfect that stands between the customer and the sales professional.
What's so amazing is that there are times when a sales rep can spend an hour meeting with a client they hope to get to buy their goods or services and never even sense the wall's presence.
Yet, there it was the entire meeting, structurally sound, message resistant and without pretension...the Invisible Wall of Distrust.
This wall of distrust has been constructed with impervious materials. Consider three of the building materials used to create this wall - stones of braggadocio, bricks of babble and concrete closes.
Stones of braggadocio - "Our product outperforms any competitor's on the market", "We have the best XYZ (you fill in the blank) in the industry", "I've been doing this a long time and what you need is...", "I really don't want to brag, but I did win the Sales Executive of The Year four consecutive times".
Bricks of babble - "Show up and throw up" techniques act like iron reinforcements for the wall of distrust. While they forget to leave their ego at the door time after time, so many sales reps feel compelled to show the client just how much they know about what they do (of course simultaneously showing how little they care about the customer's needs).
How about one of my favorite bricks of babble, industry jargon. "Well we have a DDCPI that came out after we discontinued our PPDCD program last year." "You don't know what DDCPI is?"confusing the customer's first signs of nausea with a request for approval to continue "basically (or as someone once said, let me dumb it down to your level, Mr. Customer) it's the best ACTD since PPDCD migrated to CCCPO...it's the Lexus of the industry." It's scary, but it's true. This stuff really does happen.
Concrete closes - Oh no, here it comes, like the attack of the killer tomatoes, the close! The customer is thinking that this over-cologned, missing link must have read the ABC's of Closing just before he arrived. Unfortunately, customers don't like to be sold to, they like to buy things.
Each time a sales representative uses these building materials, the wall grows in breadth and depth. Consider three possible ways to tear down that wall:
1. Acknowledge the wall exists - some customers come right out and tell us, but most just look through the wall as if it weren't there. The first step toward solving the problem is admitting you have one.
2. Observe the dating rule - let them do 75% of the talking. I know it may be difficult to keep biting the same spot on your tongue but it's real hard to listen while you are talking. Should you be more interested in what they have to say? Ask yourself how much of the talking you did on the last sales call.
3. Seek approval to move to the next step - if you've done your job clarifying their needs and getting their agreement that you can help them arrive at a desired outcome, customers will probably pull you through the process. At the very least, they'll be more than happy to move along with you.
Now that you know the secret of the invisible wall of distrust, and some of the demolition tools to tear it down, you can have an unobstructed view to your customers.
