Do you know what differentiates a large sale from a small one? I believe the first thing that came to mind was the cost, a large sale involves a larger budget. But is that all there is to it? The answer is no. I have listed for you 4 behavioral characteristics that change in a large sale.
Sales Cycle Length
A large sale tends to involve a more complex decision-making process, and may even require more than one contact with the salesperson. In addition, the most important discussions often take place while the salesperson is not present, during the interval between visits.
A smart salesperson in this case is one who respects this process list of timeshare owners and provides relevant information and analysis to nurture their point of contact within the company . Always being present and guiding the process, taking the reins of the negotiation.
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Degree of commitment
For a sale to proceed, both parties involved, the seller and the lead, must be involved in the negotiation. As the size of the sale increases, successful sellers must build the perceived value of their product/service, so that their speech adds value to the object of desire and the cost-benefit of value X cost is positive for the future customer.
It is also very important to always leave a meeting with the next step defined , but more important than that is knowing what level of commitment the prospect will need to make the visit a success. Knowing how to read the situation is also important, so you can differentiate a contact who agreed to a next step just to get rid of the salesperson, from one who is genuinely interested.
Ongoing relationship
Most large sales involve an ongoing relationship with the customer, since most of them require post-sales support . This makes the salesperson a fundamental part of the sale, while for the customer it is not just the acquisition of a product/service, but the beginning of a relationship.
The risk of errors
In a small sale, customers can take risks because the consequences of mistakes are relatively small. Impulse buying can easily influence the decision, especially when the purchase is made by an individual, no one needs to know that you made a mistake.
Who has never bought an item of clothing on impulse, often led by a salesperson who played up their ego and later regretted it?
But when it is a large purchase, which involves a larger amount of money and is made as a legal entity (in the name of a company), the fear of making a mistake is greater, and the weight of this mistake can even impact the career of the person who recommended or approved the purchase.
Therefore, shallow persuasion techniques not only do not work but are easily identified by the buyer, which tends to have the opposite effect to what the seller was looking for.
Questions and Success
First, success in a major sale depends more than anything else on how the investigation is conducted during the call. There is a clear association between the number of questions asked and the success of a sale. Two traditional styles of questioning come into play here: open-ended and closed-ended questions.
There was a perception that open-ended questions were more important, since they made the prospect talk more. However, Huthwaite's studies did not reach any statistical results to support this statement.
One important point is that Rackham's team noticed that successful salespeople did not ask random questions; there was a distinct pattern in successful calls. Thus, consolidating the SPIN question sequence.