Selling to Decision - The Counterpoint

Last week I wrote about Selling to Decision to benefit the efficiency of both the salesperson and the seller. The most common argument that I hear from salespeople against this method, especially those who delay decision, is that they are afraid that selling to decision will harass or push the prospect. They tell me that this will almost inevitably lead to the prospect saying "no" to assert themselves and stay in the power position of the conversation.

There are a two main clarifications that can be made to show how this is not the case.

1. Selling to Decision is not about backing the prospect into a corner and demanding agreement.  Instead, Selling to Decision is about leading the sales process. When we maintain control of the sales process we reveal ourselves as professional sales people rather than retail store representatives. Whichever sales process you are using, you picked it for a reason, and leading a prospect through that process will allow them to progress through the stages and ultimately make a buying decision. Relinquishing that power to the prospect, in an effort to avoid pushing them, leaves them in some sort of limbo because they don't know what is supposed to happen next. 
2. Selling to Decision is not a on-the-spot ultimatum. At a glance, this one can sound a little hypocritical. Every sales process is comprised of stages, and just like any other process, each prospect will progress through those stages at different speeds. Perhaps they have made a poor buying decision in the past and want to due their due diligence. Perhaps they just don't trust themselves and have made a habit out of reviewing decisions like these with a third-party. Whatever the reason, sometimes today is just not going to be the day. That doesn't mean that departing the meeting and scheduling a follow-up is failing to sell to decision. By "bookmarking" the stage of the sales process at that first meeting the salesperson can still continue guiding the prospect through the stages at the subsequent meeting(s). 

Today we took some of the wrappings off the elephant in any sales discussion by mentioning the importance of sales process. Those of you who have followed us for a while know how passionate 2-Pros is about process, and an in-depth review of our take on sales process is coming on the horizon.