Are You Confusing Sales Prospects?
Does this scenario from our sales management training sound familiar? You have customers you count on to renew or repurchase the same service at about the same cost year after year. From the customer’s point of view, this should be rather straightforward, right?
But, as part of new sales growth strategy to improve recurring revenue, marketing re-packaged the service as a “subscription” and “membership.” Some customers didn’t understand what changed or why. Was it simply a new format? They felt uncomfortable, confused, and even suspicious. As a result, some long-term customers decided not to purchase yet.
Of course, the solution selling plan was not to chase customers away, but confusion can often cost you previously loyal customers.
Buyer Confusion = Inaction
At the very least, buyer confusion often leads to hesitation. At the worst, it leads to inaction.
Just think about it. What do you do when you’re confused? If it’s a simple decision between turning left or right to arrive at your destination, you probably hesitate and then choose one.
But let’s say you are in the market for a new car. You want to stick with the brand that has served you well. But the new versions have been “upgraded” in so many ways that there is nothing familiar. Do you really want all the bells and whistles whose value you find confusing? If not, you are likely to walk away and look elsewhere.
That’s what customers tend to do when they’re confused during the buying process. They simply don’t buy. A buyer wants to feel confident that they have made a good choice. Confusion shows a lack of sufficient buyer security.
Trouble Ahead
Unfortunately, it’s all too easy to be guilty of confusing sales prospects. Here are some sales warning signs that warn you are in danger of confusing your prospect:
The Bottom Line
Our microlearning sales experts know that confused prospects hesitate, lengthen the sales cycle, and often do not buy. Stay closely tuned into your buyer. Long, frustrated silences on the phone or puzzled expressions in a live meeting indicate confusion. Stop talking, ask questions, and listen carefully.
To learn more about warning signs that you are confusing sales prospects, download Are Your Sales Reps Leaving Money on the Table?
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