How do we get a commitment?


Calling on utilities to sponsor training for first responders in their area. They like the training but will not commit to getting started.

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1 Comment for this entry

January 7th, 2011 on 6:43 pm

If what you are offering is so compelling that they get the feeling that they can’t live without it, then they will buy your service. When a prospect says, “I like your product” and then does not buy, one of several things might be afoot:

1. They really don’t like what you are selling but want to let you down easily by saying that they do.
2. They like what you are selling but there is either a blocking objection or a condition that keeps them from moving ahead.
3. You are not talking to the ultimate decision-maker and the person in front of you won’t “man up” and admit so.

You have the opportunity to control all three of these situations. Let’s look at each in order:

As for #1 above, examine your presentation and make sure that it’s not just a features list but rather a features and benefits show. Make sure that you have scripted and rehearsed your “pitch” to the point that you know it so well that you cannot ever be knocked off track. I always told my sales people that they should be “an event in the prospect’s day.” They needed to be memorable through their presentation and their actions.

#2 above is handled by through qualifying and objection handling. If, for example, the prospect won’t move ahead, find out if he has the budget to move on your offer. If he does not and if he can’t get the money, that’s a condition that will keep you from getting your sale. Blocking objections are handled by question-asking and challenging. Ask him what is keeping him from moving forward. If he gives you ad objection, ask him if there is anything else keeping him from making a positive decision. Once he runs out of objections, ask him, “If I can answer all of your questions here today, will you move forward?” If he says yes, you know what to do. If he says no, then ask him why not.

As to #3, you must be tough on this one. Rule of thumb: never, never, never make a presentation to someone who can’t give you a decision on what you’re offering. If you do, you’re only wasting you time and his. Qualifying your prospect prior to your presentation is not only professional it is also time-saving in the long run.