Sales Coaching Tip – Caught Between Ego and Self-Serving

Sales Coaching Tip – Caught Between Ego and Self-Serving

One of your team members is in the middle of a sales conversation and discovers that the prospect thinks your product is more expensive than the competition’s (when it’s not). As the sales coach, what do you do?

When salespeople get to a point in their conversations that they discover prospects are basing their buying decisions on misinformation, salespeople can be caught between prospects’ egos and the perception of being thought of as self-serving.

Correcting prospects can carry an element of risk for salespeople, as it can lead to losing the sale. It’s wise to prepare your team members, through coaching, for situations in which they discover prospects are basing their decision-making on incorrect information

One way for your team members to handle such situations is through question redirects. A question redirect is one of the most effective ways to tactfully help prospects shift their attachment from inaccurate information and help them be more open to accurate information.

For example, if your team members discover their prospects think the competition’s product is cheaper (when in actuality the competition doesn’t include the hidden industry fees, whereas your company includes them), you may want your team members to ask a redirect question like, “How much are you aware of the hidden costs in our industry?”

Once your team members have asked a redirect question, they can let their prospects take the conversation from there. This redirection of the conversation allows your team members to find out what prospects know.

And (following our example) if prospects didn’t know about the hidden costs behind the competition’s product, it will lead to a conversation about the hidden fees. Prospects will make the connections themselves, most likely with little to no ego or perception of “self-servingness.” Instead, prospects will see your team members as helpful, trusted advisors.

By tactfully increasing prospects’ awareness, redirect questions allow your team members to then safely launch into a conversation that provides prospects with accurate information. This is more likely to lead to a sale.

What are the most common pieces of misinformation your team members provide?

Who on your team would benefit from some coaching on how to ask redirect questions?

What are you going to do to help those team members develop and practice their redirect questions?

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