Super Agent

This Mistake Pushes Your Prospects Away—Are You Making It?

We often talk about the dangers of engaging in a transactional sales process—you undermine your own worth and the prospect is put at a greater risk because of it. But what about the middle ground—the space in between transactional and consultative selling? If you’ve ever said “If we’re close on price and you go with us, we’ll give you…. for free” during a meeting, then you’ve been there.

This “value-added” model is driven with the promise of additional services or enticements, but according to decision-making research discussed recently by Tim Riesterer, “when you add a feature that is positive, but weak or irrelevant to the conversation, it actually provides a reason against choosing your option”. In other words, empty add-ons push your prospects away. Presenting solutions to problems buyers haven’t identified only confuses them, and they don’t feel any sense of urgency to make a change. You’re more likely to lose the business, and if you win:

- The cost of delivery is increased,

- Your competitors are more likely to say “We have that too!”,

- There are potential rebating risks involved,

- And, there is often an unnecessary duplication of resources.

Is this a picture of a mutually beneficial business relationship?

The thing to remember is that it is not your services or tools that differentiate you; it’s your process. Are you leading buyers into a relationship where your interaction and collaboration will create value over a period of time? Anyone can buy the tool, or offer the service and describe features and benefits, but few can help buyers see and feel how the agent and agency’s capabilities will decrease risks and impact their business for the better.

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