Asking hard questions... and being honest

Hopefully this helps some of the newer people here still trying to build their portfolio, or those who keep getting stepped on or pushed aside. It's a lesson I've learned continuously throughout my career... and it's cost me my fair share of sales.

How many times has a prospect asked you to call back in three months? Or asked you to send an email? How many times have you met with an interested prospect, given your pitch, and had them say no without giving a real explanation (or worse, blow you off - tell you to call back, not return your calls, etc...)?

If this describes you, don't worry - it describes the situation many people face. Including myself. Sometimes, there's nothing we can do. The prospect really wasn't that interested to begin or simply didn't have the funds to move forward. But a lot of times, I think the reason stems from something much deeper.

When I first started out, I wanted to give away the farm. My prices were low (around $500, sometimes less), and I was willing to bend over backwards for the sale. Desperation isn't the right word, but it's the first word that comes to mind. And no matter how much you try to hide it, it's blatantly obvious to your prospects.

Just an example. When prospects used to say, "I just want a basic website that has my name, address, and phone number." I'd say... "Sure! Here's what I can do for you..."

When prospects used to ask, "Do I really need a mobile website?" I'd say... "Well, you should want one. And here's why..."

When prospects asked for a price within 5 minutes of our meeting, I'd give it to them freely. And it was low.

I thought my 'inexpensive' solution would lead to more sales.

I thought by agreeing to everything the prospect said, they'd like me more.

I basically told the prospect what I thought they wanted to hear, in hopes they'd return the favor at the end of the conversation. But that generally led to brush-offs and dead contacts.

What I've found more recently, however, is that many times prospects actually WANT to hear what (you'd think) they DON'T want to hear.

This can be something as simple as price. If two websites are identical, paying $500 will always be better than paying $1,500. But two websites are never identical. And for someone who wants it done right, $1,500 actually sounds better than $500. Value, perceived.

Or something as major as your tone. When a prospect says, "I want a basic website with my name, address, and phone number." I say, "No you don't." ... with the slightest of pauses to see their reaction. It's often confused, because they want to know what comes next... "You want a website that keeps visitors on your page, educates them on what they need, and leads them to make a phone call to your office. A simple name, address, and phone number won't do that."

This generally leads them to asking you what they need. And it leads to them actually listening... and maybe more importantly, believing.

Prospect don't want Yes-Men. They want someone who will give them the right advice, even if it sometimes contradicts what they think they want.

Another example... sometimes saying less is more. If you need to describe the benefit in great detail, it can lead to suspicion and doubt in the prospects mind. When a prospects asks, "Do I need a mobile website?" I say... "Yes." That's it. When they ask why... I say, "Do you want people on mobile devices to be able to see your website, find your number quickly, and click to call?"

When they say yes, I tell them they need a mobile website. And move on from there. You can pretty much assume the mobile sale from there, factor it into price, and tell them it's included in the quote.

When a prospect asks for price too early, don't give the knee-jerk reaction. Ask them what they need. Price will come soon enough, after you have all the necessary details.

It's perfectly OK to tell prospects NO. Whether they want something for free, want something you can't do, or want the wrong thing.

And it's perfectly OK to quote a higher price than you think the prospect is comfortable with, if it's necessary to do the job right.

Don't fall victim to your prospects and what you think their expectations are.

EDIT: It's also okay to ask for the sale when the prospect is sold, even if it's in the middle of your presentation. You can sense when a prospect is ready to buy... from a buying signal to a certain question. Don't delay the process. Take care of payment and while you're doing so, fill them in on everything they need to know.

I use the hosting setup to segway into payment. For instance... last week a prospect stopped me in the middle of a sentence and asked for my price. I immediately told him, because he was from a referral and I could sense he was ready to move forward. After I told him, I flipped open my laptop and said lets go ahead and take care of the domain and hosting right now. After that's done, the next logical conclusion is getting your check.