In chess, the most powerful piece is the queen. Use your queen effectively and you can win the match. But if you lose your queen early in the game, your opponent has an almost insurmountable advantage. This is why great chess masters are very conservative with the queen early in the match and only use the piece late in the game for maximum advantage.
For decades, sales was the same way. Sales professionals would often hide a key piece of information, such as a manufacturer's rebate, a key feature or the very best price until he is convinced a deal was close. After all, the car salesman always went to speak to the sales manager at the very last minute. He then returned with the best price. He plays the queen late in the match.
This made sense in the traditional sales cycle. Less than a decade ago, sales people controlled the information, the process and the timing of the sale. But websites, discounters, online reviews and a generally savvier clientele have changed the dynamics of a sale entirely. In the same scenario above, today's buyer would have the invoice, the manufacturer's list of features and prices, multiple offerings of the same car, and an endless number of reviews to make his decision. This new dynamic is not to be feared by excellent sales professionals, but it can not be denied. Using traditional sales methods and timing can leave you standing like a dinosaur skeleton in a tar pit. Knowing when to play your queen, can make all the difference.
The traditional sales process assumes the most basic principle – that the prospect is already listening to you. Traditionally, prospects came in to the showroom to get information from the sales person. Or, in a business setting, allowed sales people to schedule appointments to show the new product line or demonstrate an additional feature.
Now however, the prospect is more likely to research the product online, get input from other users, and only call you to ask for your best price. It’s over before you know it began.
It is critical for sales professionals to get way out in front of their prospects and clients; shaping the discussion, educating, and presenting solutions before the prospect knows he has a need.
Today, getting an appointment with a decision maker before the sales cycle begins is the key to shaping the sales process. To that end, you may need to present much more information over the phone or email in advance of an appointment. Of course, if possible, you still want to keep some things close to the vest. If it is not necessary to give your best price, your key benefit, or your closing presentation, then you want to continue to hold back. An excellent sales person will know when to bring out the queen and when to hold back.
When to play the Queen (Modern Sales Process)
1) Is the prospect delaying a meeting the same way every time? I once had a prospect delay meeting with me for three years. As I looked back on my notes I realized that almost every date I gave him to meet he told me he had a doctor’s appointment that day and couldn’t make it. This prospect was either extremely unhealthy or was nowhere near convinced that an appointment with me was worthwhile. In this case, I needed more. I was never going to get an appointment without further information.
2) Has the prospect refused a meeting regardless of time and location? Prospects should be clear that you will meet them Sunday morning in Iceland if necessary. While many prospects are very busy today, if someone truly can’t make any time available for you then you must take the next step. Use your best sales information and persuasion to set the appointment.
3) Know your prospect. Is your prospect the CEO or a soccer mom? They are both busy but one schedules months in advance and the other has a more random schedule. Bring out the queen to get an appointment.
When to hold the Queen in reserve (Traditional Sales Process)
1) Is the process moving forward, even slowly? While we always hope to move the sales process along quickly, sometimes things progress slower than usual. Recognize that every buyer is different and as long as the process is moving forward at some pace, it is better not to play your trump card.
2) Has the processed stalled due to foreseeable events? If you are trying to close business in the last week of December, you may find it a little slow going. Similarly, if your buyer tells you he is taking a two week family vacation in July, don’t panic. These are normal, understandable delays. Rather than using your best material here, you are probably better to wish him Happy Holidays and restart in January.
3) Has the prospect mentioned a specific objection? If you are offering two years service for free and the prospect is concerned about training for the new product then there is no use in speaking about the service. Overcome the objection and move on to a traditional close.
Knowing what type of sales process to use can go a long way toward increasing sales.
| Duffy Christopher - |
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Duffy Christopher has over 15 years sales and sales management experience. While still in the military, he began a sales career selling everything from office equipment to encyclopedias before graduating to financial services over 12 years ago. He has been a top performer at several different firms and has had the privilege of leading high performance sales teams. Duffy does not sell sales books or coaching sessions, but welcomes your feedback by at
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