When I was shopping for a new vehicle, a phrase I heard repeatedly was “What will it take to get your business today?” Again, some people used it with more finesse than others. Some people used it after 5 minutes, some used it after 20 minutes and others only used it after I had demonstrated interest in a particular vehicle, but everyone except person I bought from used this phrase. This one-size fits all approach to sales doesn’t take into account fact that individuals approach decisions differently. Some may be impulse buyers, others rely on peer information and still others like to spend time analysing sales literature. Sophisticated buyers tend to be deliberative in their approach, and such a question usually makes them feel as if they’re being rushed into a decision.

“Here’s lots of information on this product.” This approach says to give prospect as much information as possible and facts will speak for themselves. There is a big difference however, between information and knowledge. You don’t know which information prospect may find persuasive. It could be third party validation, testimonials, or safety ratings. Rather then dumping everything you have on them, ask what they’d like to know. Another problem with infodump is that salesperson talks too much. A key part of any sale is building relationship with prospect. The salesperson who substitutes telling for asking is missing an opportunity to discover points of interest to buyer.

Selling sophisticated buyer is more difficult. First, you must get away from sales scripts and focus more on adapting to needs of individual. This takes a great deal of interpersonal skill. Second, you have to rid yourself of sales cliché’s. If buyers hear same phrase two or three times, they know they’re being sold and no one likes to be sold. Third, and perhaps most difficult, it requires a shift from telling to listening. The right questions allow you to discover selling points and build rapport. These changes are well worth extra effort. Once you win this type of buyer, you are well rewarded with fuller customer engagement and a higher referral rate.

Elephants Big companies often take a long time to make important buying decisions. They also frequently reevaluate their costs and periodically explore other vendors for potential savings. Crumbs off table at a large account could make your year. If you can’t get all of their business, at least try to get some of their business. Stay in touch with decision makers at potentially large accounts. You might find that an uninterested prospect in October is much more interested in February.

Competitor uncertainty Did your competitor just get some bad PR? Is their reputation deteriorating in marketplace? If an old prospect does business with that competitor, a call from you might be in order. Never spread negative competitive rumors, but consider mentioning something like, “Many of XYZ’s customers have come to us because they’ve been dissatisfied with XYZ’s (business challenge). I’m calling to let you know that our company still offers (product or service), and to let you know that I’m here as a resource if you decide to explore other alternatives to your current provider.”

The one that got away Those clients who almost bought from you, but didn’t, might have some second thoughts about their chosen provider. Several weeks after your competitor delivers goods to your prospect, make a phone call to decision maker and ask questions about customer’s condition: “How do levels of service meet your expectations? How did quality of work (or product) meet your expectations?” Don’t ask questions that sound like you’re trying to get some dirt on your competitor. Focus conversation on your customer and his needs.

Stop classifying certain prospects as dead. Instead, consider them dormant and stay in contact with them. Once you fill your pipeline with some dormant prospects, you'll enjoy incremental business as you begin converting them from prospects to customers.