Sales-oriented Persuasive Momentum Destroyers
If any portion of your sales are driven by a sales person, there are two ways that persuasive momentum can be destroyed.
- The sales person short circuits it.
- The sales process dead ends it.
When sales representatives fail to support the prospect's buying process, they destroy the buyer's persuasive momentum. Failure to respect the prospect's buying process pits the sales rep against the prospect. It causes prospect discomfort, frustration, and discontent. It diminishes the prospect's confidence.
Ultimately, anything that diminishes the prospect's confidence will slow down or stop their persuasive momentum. How the sales rep approaches, speaks to and understands the prospect will affect the prospect's confidence. Many of the items on the sales-oriented momentum destroyer checklist fall into this category.
Read a story about how ignoring a buying process derailed a sale.
Not only can the sales reps fail to support the prospect's buying process, the sales process itself can do the same. If the sales process does not align with the buying process, the sales rep will find themselves fighting against the tide.
It is important to understand that the prospect may not> see the sales person as their preferred mechanism for purchasing the product. They may use the sales person as an information provider in their information gathering stage. Sales processes that don't take this into consideration may actually fail at the purchase stage.
Prospects are likely to use multiple channels in their buying process. They decide when to enter and when to exit a channel. For this reason, each channel must be able to support the buyer and keep the persuasive momentum going.
Channels that don't link to one another and channels that conflict with each another act as booby traps for persuasive momentum. |
