Regain Control of the Sale

Do you ever feel like you're losing control of the conversation with a potential customer that keeps going off on tangents? You quickly realize that you better regain control of the conversation quickly... or you are going to lose the sale! You might find yourself in this situation when you have a potential customer that bombards you with questions, stories, and off the wall scenarios. At first, you think "Wow" this person is extremely interested! Thirty minutes later you realize... wait a minute... we are nowhere close to getting this deal. Here is a technique that you can master and never face the above scenario again!

I call it the Statement, Benefit, Probe technique.

Statement - This is simply your next statement in the course of a conversation, or your response to the latest question. (transition quickly to apply the "benefit" step)

Benefit - You build upon your "statement" with a reason why your product has worked well before... or reasons why other clients have enjoyed the product. (Make it quick... two to three sentences... and immediately follow with the "probe")

Probe - Ask a question where the client is prompted to verbalize their own reasons for how your product is going to help them achieve their goal.

BAM... Just like that... you are back in control!

Putting it into practice:

Now... Let's pick a scenario. How about something like... You are working with a client who is interested in your employee training and development programs. The conversation is running off track, and it's time to regain control of the conversation. Choose your direction based on a "high value interest point" for that specific client. In this case, you know you can build value around the concept of talent management. The client says, "We're looking for ways to help our employees build a career path. How can you help us do that?"

Statement

"One of the best things about our program is that we can help you work with each manager to develop a specific development plan for each employee."

Benefit

"The thing managers appreciate most is that it helps them better understand each employee's motivation, goals, and aspirations. Not only is the employee inspired with a new plan to impact their future, but they develop a strong working relationship with their manager!"

Probe

"If we come in and help you develop that type of culture... How do you think you could use this program to help your employees build a career path?" (Stay quiet, listen, and let the client sell themselves!)

This technique might not come easy at first. You've got to be quick on your feet and make sure the client doesn't feel like you are cutting them off. With practice, it works like a charm!

What techniques do you use to keep your conversations moving in the right direction?