Super frustrating, when a buyer seems keen and ready, but then they end up not buying.
And very often it’s because you skipped over a fundamental, essential, crucial step in the sales process: verification.
Meaning: they talk, you listen, you interpret their words and their needs… and usually, we then directly go into provisioning our solution.
Or, in the context of the L.I.V.E. model: equipping your buyer, i.e. going for the sale.
But if you don’t first verify that you understood their case and their need correctly, it’s very easy to miss the mark…
And then the buyer doesn’t feel like you’re getting them, or that something intangible is missing, and so they don’t buy.
To prevent that from happening, remember and apply the L.I.V.E. model. Four simple steps:
A nice if – innocent – illustration of how things can go wrong when you don’t verify happens here in town, in my local hardware store.
The lady who works there is really nice, super helpful.
But, in trying to be helpful, she nearly always moves too fast.
She gets my request wrong, goes to the back, and comes out with something other than what I’m looking to buy.
It’s no big deal, but practically every time I need something, she has to return to the back and go pick out the thing that I did ask for.
At first, I thought: “She just doesn’t listen”.
But that’s not it.
What’s actually going on dawned on me the other day, when she said:
“Oh I thought you wanted XYZ”.
See, it’s not that she doesn’t listen – she simply doesn’t stop to verify that we’re talking about the same thing.
She interprets and straight away moves into trying to equip me with whatever washer or wrench she thinks I need.
Again, nothing against her – I like that she’s trying to help and think along with me.
But she could make the process so much better if she’d simply ask:
“So you want an XYZ in that size?”
Then I could say yes, or “No, the other thing/size/colour”.
For you in your sales process, this is an extremely important thing to remember.
Because there are countless points in the sales process where you interpret people’s statements.
But if you then don’t verify you got it right, you keep giving your buyer the sensation that you’re not quite getting them.
And with each instance of that happening, your buyer is less bought-in to what you’re trying to say, offer, or have them buy.
And so, the sale breaks.
So remember the L.I.V.E. model:
- Listen to what they’re saying.
- Interpret and compute.
- Verify that you got it right.
- And only when you do have it right, do you offer to equip them with your solution.
It’s really simple, too:
“So you’re saying that you want XYZ…?”
“Do I have this right, you’re looking for…?”
“Tell me if I’m wrong, but do you mean that…?”
This way, you invite the buyer to correct you, so that you can calibrate whatever you’ll say next – calibrate it to reflect exactly what they wanted you to hear.
Verify what you think you heard, instead of running with it.
You’ll get more sales.
On another note:
I’m building an app that coaches you on working your pipeline, moving your deals forward – and closing them faster and at better rates.
It’s called SalesFlow Coach, and we’re scheduled for beta-release early May 2022.
Register here to be notified when it goes live.