Salespeople run into the same problem all the time: frequently, when a potential customer denies them, they’re being lied to.
But there’s a simple explanation for this, says author and marketing guru Seth Godin.
Here’s why—from a recent post on his blog:
“Prospects (people like us) lie in many situations, because when we announce that we’ve made the decision to hire someone else, or when we tell the pitching entrepreneur we don’t like her business model, or when we clearly articulate why we’re not going to do business, the salesperson responds by questioning the judgment of the prospect.
In exchange for telling the truth, the prospect is disrespected.
Of course we don’t tell the truth—if we do, we’re often bullied or berated or made to feel dumb.”
And so, people often decide to just avoid that conflict.
How do you stop them from lying to you?
It’s simple: stop ridiculing people’s judgment. Instead, you have to convince them by helping them through the process. The potential customer is always making the right decision—at least in their mind, based on what they know and believe.
So, the salesperson needs to “help them know what you know,” writes Godin.
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