Sales requires a positive mindset, but too often we focused on why someone should buy from us.
Take a look at your marketing, your scripts, your email templates; they likely all point to how awesome your company is and valuable your products are.
The trouble with that strategy is that your prospects may not be convinced – and their doubts WILL hold up your sales.
Instead of focusing on why someone SHOULD buy, we can prevent objections and increase conversions by focusing on why someone SHOULDN’T buy from us.
It’s possible to be negative in how you plan and produce much more positive sales results.
To learn how to do that, we connected internationally to sit down with Jakub Hon, CEO of SALESDOCK, and a believer in the power of sales processes. He showed us how to deconstruct everything we do in sales, from our pipeline to our conversations, to ensure we’re asking (and answering) the question, ‘Why shouldn’t they buy from me?’
Because we’re trimming hope from our sales strategy, we’ll use the acronym TRIM to guide us through creating a system with a trigger, ensuring it’s repeatable, building in ways to improve it and of course, ensuring it’s measurable and getting us results.
T – Trigger: To begin this system, Jakub says to start with your prospect – but not every prospect. Convincing a low-margin, onetime buyer that they should buy from you isn’t as valuable as convincing a high-margin, lifelong customer. That means focusing this system on the concerns and challenges of your most valuable type of customer so that you are putting rounds down in the right direction.
The next thing to do before you get into sales conversations is to examine your pipeline stages and ask, ‘What would prevent someone from moving forward? Are they strapped for budget? Are they looking at competitors? Or are they unaware of how what you sell can help them?’
You’ll want answers to those questions for each pipeline stage, as they’ll change as a prospect gets closer to becoming a customer.
And finally, assess your competition for the reasons they capture your prospects. Are they cheaper? Faster? Better known? You’ll want to ensure you have ways to address their major differentiators in your marketing and conversation BEFORE you’re trying to close a deal.
R – Repeatable: To make this system repeatable, Jakub says to assess what normally stalls your deals and program them into your marketing, communication and discovery questions.
Some of these questions might include:
“How urgent is your need? Is there any urgency at all?”
“Are you a a decision maker or an advocate or technical user?”
“What’s in it for you if you buy from us and it works out?”
“What criteria do you use to make decisions and does our sales process align with providing those criteria?”
It’s best if you can answer these questions for your prospects in your initial outreach, marketing and demos, but some will need to be answered by the prospects themselves. The point is that you’re not waiting for these questions to become deal-stallers in the first place!
I – Improvable: Jakub says to improve the way we get negative to sell more, examine your top-performing salespeople and ask what objections they most commonly deal with? If you’ve already addressed each of those in your sales process already, then go to the second-most common objections, etc.
Another great way to capture the reasons deals stall is to conduct a debrief on the high-value deals that stall or are lost. That might involve calling up the prospect to find out the real reasons why they didn’t buy. What you’ll learn can then be added to the list of things you address in every future deal before the problem recurs.
M – Measurable: To measure the effectiveness of being negative to sell more, Jakub says to examine your pipeline velocity between stages. If you’re addressing the problems that normally cause deals to stall, your pipeline should run much smoother. Alternatively, you may notice new places where deals are stalling. Take the time to address those and track future conversion to see if being negative truly produced positive results.