Hard sell or soft sell? When and how hard to close.

Trickery, manipulation and pressure tactics are not the way to do business.  The days of the hard sell are, or at least should be, over.  Consumers are too savvy nowadays.  So should we be soft with our customers and prospects?

Nobody likes to be hard sold, so what gives rise to that feeling?  I suppose there are two situations that give prospects the feeling they are being sold too hard.

One might be that the prospect or customer simply does not like the style or character traits of the sales person.  We cannot be chameleons and shouldn’t try.  We don’t all like each other in this world.  As a good business person and sales person, it is useful to be well versed in how to deal with different styles of buyer and to be as generally likeable as possible, but that is not always enough.

Selling is like dating.  Even Brad Pit is not for everyone.  Am I showing my age, who do you currently consider is universally attractive?  Well whoever it is, you can be sure there are plenty of people who would not wish to date your ideal and of course ‘vive la différence’.

But the main reason people feel they are being ‘hard sold’ is that they detect a fraud, smell a rat, feel cheated or lied to.  Consumers do have a lot more exposure to sales tactics today than perhaps 40 years ago.  Back then, we would encounter the occasional street trader and perhaps someone knocking on our door in the evening.  Since then we have seen the exponential growth of informercials, junk mail, internet marketing and more commercial channels on TV and radio.

Our sheer exposure has meant we are becoming more discerning of lies and exaggeration in marketing and selling.  Greed and avarice can still skew some people’s judgement as evidenced by some of the incredible claims in internet marketing that seems to get a following and even a response.  When you see “I will show you how to make over $1,234,567 in 20 seconds…” we have to know this is unlikely.  Personally I am also annoyed by the “over” followed by such a precise figure.  It is like saying to the public, “if you are that stupid, read on…”

The fact is, unless there is an overwhelming emotion (such as greed) clouding our judgement, we know when we are being lied to.  So in the hard sell, what constitutes the lie that can be detected?

I have a golden rule in selling. “If you, knowing what you do about the prospect and your solution, would NOT buy if you were them, back off and find another prospect.” Nothing good can come of providing the wrong solution.

If on the other hand, you believe with full knowledge that the solution you are proposing will solve your prospect’s need and is right for them, you should and can proceed with all your passion.  If you are being authentic you can press very hard indeed.  The prospect may consider you tenacious, assertive, even forceful, but if you are not breaking a trust, it will not feel, or be, inappropriate.  It is about you knowing more about your solution than they do and if you have done a good job you also know their position well.  If there is a match, you are in the best position to see it.

If on the other hand, you consider it may not be perfect, but there are overwhelming reasons from the prospect’s point of view that make it adequate or the best available, then also you can proceed.

The boat is sinking and you are selling a bung that is not quite the right shape to fill the hole in the side, and it is the only thing available, go ahead.  But if there is someone standing right behind you with the correct shaped bung, recommend to your prospect that they buy from your competitor, quickly.  They’ll love you for it in the end.

We all know, long term business is about trust.  Never compromise that trust.

And just how hard should you push?  Well whilst avoiding being obnoxious, pretty hard.

If you face objections, respond and combat them.  If your prospect really is not too close to being sold, you may have to go around again.  But you must balance between giving up too easily and flogging a dead horse.  My rule of thumb is go 3 rounds.

Close (ask for the order), respond to any objections, close again, deal with any further objections, close once more.  If the answer is still “no”, gracefully withdraw.  A tactical withdrawal at this stage, with your pride in tact and the sense of trust still in place will allow a fruitful relationship to develop.  Although, for one reason or another, this may not the be time for this solution for this prospect, perhaps they would still be willing to introduce you to others or indeed buy at a later time.

And bearing in what I said earlier about you having full knowledge.  If your prospect or customer does not buy after 3 rounds and you gently step back, it is probably because you didn’t know as much about their situation as you thought.  Time to reflect on your fact finding or investigation skills.