How to
Sell the Difficult Prospect By Peter Ebner

Accepted sales theory states that selling is simply a matter of finding a problem and offering a solution, but what this theory fails to take into account is that selling is an interaction between people and that brings a whole new set of variable to the table. Dealing with people can be a slippery and confusing exercise that often defies all logic. As most of us have already noticed, just because we have the best and the most economical solution to the prospect's printing problem doesn't mean that he will buy from us because your presentation must not only appeal to the prospect's reason, it must also speak to his or her emotions.

Dealing with sensitive egos

While most prospects are willing to recognize your expertise and as such are receptive to your suggestions, some prospects have egos that overshadow this logic. When confronted by a salesperson that is suggesting a new and better ways to run the job these individuals begin to feel incompetent. They feel that the salesperson is telling them that they are wrong or that they've made a mistake; so they take a defensive position. For example, a marketing manager or graphic artist may view your suggestion to use a different stock as a challenge to his or her judgment or a print buyer may feel his position threatened when you show him a better way to run the job.

One of the most effective ways to deal with prospects that have a fragile ego is to satisfy their need for recognition by acknowledging their authority. Conceding to their expertise creates an inconsistency between the prospect's perception and reality; while your acumen makes them feel stupid your acknowledgment makes them feel important. Psychologists call this contradiction cognitive dissonance and the prospect will usually change his or her perspective in order to bring it in line with this reality. For example, it's not unusual for art directors, advertising agencies, print buyers or marketing managers to resist your ideas because they want to show that they are the experts. So here's how to use the Ego Response to stroke their self-image and defuse their opposition.

Mr. Marketing Manager, I certainly understand that you are the expert here; I'll never know as much about marketing as you do. But if I might be so bold, I'd like to share some new ideas that other marketing managers are already using to enhance their marketing collateral and gain market share; just so that you can evaluate them. Would that be okay?

The power of new

Although some prospects have a strong need for recognition others just don't like to change their mind and what they like even less is to have a salesperson change it for them; it makes them feel weak and stupid. Keep in mind that while your presentation may offer valuable solutions that resolve your prospect's printing problems, it is also speaking to his or her ego and your presentation must accommodate it. So when dealing with a strong minded prospect that wants to hold his ground don't try to change his mind, instead provide new information that allows the prospect to make a new decision.

Now here's a word of caution; while your prospects will consider making a new decision in view of new information, they're less likely to be swayed by old news. Old information is something they believe they should have already known, so to avoid appearing uninformed, they'll act as if they've already considered this information and stick to their position. Here are a few examples of what I mean.

Prospect: Digital printing is poor in quality.

Salesperson: Actually, it has really improved over the past few years.

Prospect: Well, I've seen these improvements and the quality is still poor.

Now look at the difference when you use new information to change the prospect's mind.

Prospect: Digital printing is poor in quality.

The Power of New: I can certainly understand why you feel that way; in fact many of my clients felt the same way. They also thought that digital printing was of poor quality until they saw the recent advancements in digital technology. Let me show you what I mean.

Here's another example.

Prospect: I'm not interested. My printer is doing a great job

The Power of New: Mr. Prospect, I understand and I would never ask you to take any business away from your present supplier, but from time to time I stumble across some new ideas that could your enhance your marketing material and help you gain market share. All I'm suggesting is that you evaluate these new ideas and should you decide to implement them, that you consider giving me this new business. In that way you can continue your relationship with your present supplier and take advantage of outside opportunities. Isn't that a good idea?