Sales Coaching to Reduce Risks & Increase Sales

There is a clear and simple reason prospects don\'t buy. They don\'t and won\'t buy when they feel buying is risky. Risk is a very real and valid concern. A wrong decision can leave them locked into a product that\'s completely wrong for them and too costly to walk away from. Your job is to help them to identify their risks and use the facts to make a good decision that\'s in their best interest. Many of their concerns are based on perceived risks and information rather than facts. They worry that the dollars they\'re spending today are less valuable than the investment they\'re making.

An easy approach to addressing those concerns is projections, but you have to get the opportunity to present projections. You\'re asking them to spend dollars they aren\'t spending now so they\'re naturally concerned about their ability to pay for the investment you\'re asking them to make. A major underlying concern is whether they even need what you\'re suggesting.

Uncertainty about their need is a significant deal breaker. If you\'re presenting your solution, and you haven\'t removed their perceived risk in relation to need you didn\'t do a good job of understanding them and what they wanted. The solution you\'re offering has to support the outcome they envisioned. They should clearly understand how your solution is required to make the outcome they want become a reality. If they aren\'t clear about their need for your solution and the relationship between the solution and what they want, don\'t continue trying to advance the sale. The only way to salvage the sale at this point is to back up and get the information and clarity you need so you can move forward together. All isn\'t lost, just ask their permission to step back and clarify your understanding.

Without this clarification your prospects can\'t possibly move forward because doing so would create the additional risk of looking foolish. They aren\'t convinced they even need what you\'re trying to sell them and they aren\'t sure it supports what they want, so if they proceeded they feel like they\'d look like fools. As their perceived risks go up they begin to distrust you because they think you must be trying to trick them or manipulate them.

If you try to move forward and drag them along it will only confirm in their minds that they shouldn\'t trust you, and they won\'t have any confidence in you or your abilities. Your only hope of insurance sales success is backing up so you can move forward. After you\'ve gotten the clarity and joint understanding you can address their perceived risks head on and knock them off one by one.

And the best way to do this is to get the prospect to do it for you. Get them to articulate all of their perceived risks in writing and then have them go back and articulate their perceived rewards in writing. At this point everyone has the same information at the same time and if it\'s a good decision everyone will come to the same conclusion.

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About the author: Cheryl Clausen can help you get unstuck. Enhance your Sales Techniques, get her free ecourse. Boost your through Sales Coaching, check this out. You are welcome to reprint this article - but get your own unique content version here.

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