I stopped for lunch at an airport last week and was struggling between a turkey sandwich and a chicken sandwich. When I asked the server for her advice, she politely and timidly answered: “That’s up to you.”
I thought to myself, in a frustrated tone: “No kidding? Is it really up to me? I didn’t realize that.”
I smiled and ordered the turkey.I needed guidance and she didn’t take the opportunity to guide me. Perhaps she could’ve asked me a few questions and then made a suggestion. At least she could’ve said something like “I like the chicken more, and that’s what I would do.”
Great salespeople don’t offer 14 options and leave the decision to their customer. Great salespeople lead. Great salespeople provide guidance. A great salesperson might offer two or three options, but they’ll follow it with: “My recommendation is that you move forward with option two. If I were you, that’s what I would do because …”
Great salespeople never say “It’s up to you.”
Three reasons:
- The customer already knows it’s up to them.
- Customers are looking for guidance. The most powerful value that a salesperson can bring today is their expertise. If you’re simply providing options, then why are you needed? An estimator or engineer or administrator can do that.
- Committees will delay buying decisions if someone sneezes at the wrong time. They need confidence in their decision. They need you, their subject matter expert, to tell them what to do.
… and if you’re not a subject matter expert, start hustling to become one.
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