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The 32 Worst Things You Can Do in Sales:

15. Pressuring Customers

By Steven J. Schmidt (2/28/09)

We all want to close deals and make money in sales. If we don't close, then we will not make money. Sounds basic enough, right? Well, when you get the ball rolling and you gain the customer's interest, obviously there is excitement because you are that much closer to making the deal. However, there is a right way to do it, and a wrong way to do it.

One attribute that should not be in the equation when closing a deal is pressure. Customers do not like to feel that they are being pressured into making a buying decision. Customers like to feel that they are making a smart buying decision. Your job as a sales consultant is to help them make that decision.

You will get many objections, such as "we do not have the money to spend right now" or "the economy is too rough." Your job is not to pressure the customer into the sale. Your job is to try to explain why they should include your service or product into the budget, and why your service or product is worth their money. By explaining the value of what they are getting, that will give them the justification for spending the money.

Suppose you work for a company that cleans gutters. The customer tells you, "I would love to get my gutters cleaned, but we just do not have that in the budget this year." They just told you that they WANT to get their gutters cleaned, but to them it's not a NEED. Your job is to change their mind from a WANT to a NEED. There is no pressure needed to sell this. All you have to do is explain the facts.

The facts are, "Ma'am, I think that is great that you want to get your gutters cleaned. I understand that money is tight and it is not in your budget this year. However, if you do not get your gutter cleaned, you risk the possibility that your gutters might get clogged, which may cause your gutters to disconnect from the house. In addition, your gutters may leak. If any of these things happen, instead of spending a couple of hundred dollars on maintaining your gutters, you could spend a few thousand dollars on repairing and getting new gutters. With all do respect, I do not think that you could really afford that in your budget, but the decision is all yours."

All you are doing is explaining what the facts are, and changing their WANT into a NEED. Do you really think that they want to spend a few thousand dollars when they did not even want to spend a few hundred dollars? Therefore, you just showed them that they could potentially save a few thousand dollars. In other words, you just helped them make a smart buying decision. And to top it off, you did so by not trying to pressure them.

Once you try to pressure someone, it'll make it look like you are trying to sell them something that they do not need. In addition, it will push the customer away from even wanting to buy from you. If you tell a customer that you MUST get your gutters cleaned now, well, they may seek to get a second opinion because they are feeling pressured. Once they get that second opinion, guess whom they are going to be using? Not you! Why? The other person will probably not have tried to pressure the customer.

More from The 32 Worst Things You Can Do in Sales

  1. Walking Away - 2/16/09
  2. Not Looking Customers in the Eye - 2/16/09
  3. Talking Too Much - 2/16/09
  4. Not Listening to Customers - 2/16/09
  5. Not Knowing Your Product - 2/16/09
  6. Not Being Organized - 2/16/09
  7. Getting Distracted - 2/16/09
  8. Selling Price Alone - 2/16/09
  9. Not Getting Proper Rest - 2/17/09
  10. Getting Flustered (Lack of Production) - 2/19/09
  11. Leaving Territory Too Quickly - 2/20/09
  12. Being Rude to Customers - 2/23/09
  13. Being Too Content - 2/24/09
  14. Maintaining Poor Hygiene - 2/26/09
  15. Pressuring Customers - 2/28/09
  16. Not Having Fun - 3/2/09
  17. Not Closing - 3/3/09
  18. Lacking a Powerful Introduction - 3/4/09
  19. Not Following Up With Customers - 3/6/09
  20. Not Having a Strong Mentality - 3/8/09
  21. Lacking Discipline - 3/10/09
  22. Not Handling Objections - 3/12/09
  23. Sounding Desperate - 3/14/09
  24. Having Poor Customer Service - 3/17/09
  25. Not Taking a Vacation - 3/21/09
  26. Misreading Customers - 3/27/09
  27. Lacking a Unique Sales Identity - 3/31/09
  28. Not Letting Yourself Be Known - 4/6/09
  29. Not Having Patience - 4/9/09
  30. Not Holding Yourself Accountable - 4/11/09
  31. Hitting on a Customer's Wife - 4/13/09
  32. Acting Like a Salesperson - 4/23/09
  33. Overview - 5/23/09

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