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How do you use takeaways?

by socialentry
7 replies
. I tried using it a few times but each time I kind of fell flat on my face and I've never seen anyone use it or teach it where I worked.

At what point in the sales process do you want to use a takeaway?
#takeaways
  • Profile picture of the author kenmichaels
    Originally Posted by socialentry View Post

    . I tried using it a few times but each time I kind of fell flat on my face and I've never seen anyone use it or teach it where I worked.

    At what point in the sales process do you want to use a takeaway?
    When you know they want it ...
    Takeaways generally don't work unless they want it.

    Often it is used when they are teetering on the fence. The takeaway
    pushes them to one side. NOT always the side you want them on.

    Other times the the takeaway is used to create a "stutter point" or
    to re-frame the way the prospect is thinking. When its used like this
    it is for directing the path to the close, not as a close - not even as a trial close.

    Arbitrarily using a takeaway ... is a complete waste of time.
    In order to be effective ... you have to have a reason to use it.

    After you have a reason ... a real reason... then it comes down to timing.
    Timing is as important IF NOT MORE then what you say.

    For example:

    If you say "maybe this isn't for you" 30 seconds into the pitch. They will probably
    hang up on you. Because it has no weight - no merit - you lost all credibility.

    If you are talking money ... and you know they want it ... and they keep
    giving you all the buying signals .. EXCEPT for giving you the money ....

    ( another words they are doing a bad job of attempting to negotiate a better price )

    and you say ... "well maybe this isn't for you" and you make the overture of hanging up ...
    Now your in a position of authority ... and they instantly do a 180 ...

    The reason WHY they do a 180 ... can only be explained by writing 10 chapters
    on human psychology

    - The simplest way to get somebody to step closer to you ... is by pushing them away.

    As they start to move backwards ... they plant a foot, stop moving backwards
    then they push forward ... they step towards you.

    It is reflexive. They have no real control over it. It is human nature.
    That is how takeaways work.
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  • Profile picture of the author savidge4
    A take away is far from a scripted tactic ( Or so I think ) You had really be sure that what you are offering is better than anything else if you are using this in a all or nothing scenario.

    More often than not, I will use a portion of a project as a take away. So the Client wants "this" "that" and "the other" done. Their budget does not stretch that far, so you start taking them away. I can take "that" out and we can place it on the back burner for a year or 2. And the client will then say Oh no I need that. Then you flip it back, well we can take "this" and "the other"out of the proposal, and place it on hold.

    Each step you introduce even further loss, If they are holding back at all, this usually gets them to go with the full deal!

    Originally Posted by socialentry View Post

    OK, I have to ask about takeaways and when in the script they are used.

    90% of the places where I worked, I largely winged it. I used it a few times but each time I kind of fell flat on my face.

    At what point in the sales process do you want to use a takeaway?
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    • Profile picture of the author kenmichaels
      Originally Posted by savidge4 View Post

      A take away is far from a scripted tactic ( Or so I think ) You had really be sure that what you are offering is better than anything else if you are using this in a all or nothing scenario.

      More often than not, I will use a portion of a project as a take away. So the Client wants "this" "that" and "the other" done. Their budget does not stretch that far, so you start taking them away. I can take "that" out and we can place it on the back burner for a year or 2. And the client will then say Oh no I need that. Then you flip it back, well we can take "this" and "the other"out of the proposal, and place it on hold.

      Each step you introduce even further loss, If they are holding back at all, this usually gets them to go with the full deal!
      I think there is a word for what your describing - i am not sure takeaway is it.

      In part your describing a takeaway because of the emotion your creating
      when you start removing items from the potential sale. But i am not sure
      what your describing is a takeaway in the "sales" sense of the word.
      Even tho ... it kinda works out that way ... lol

      Who knows, maybe i am wrong. Maybe someone smarter will come along
      and shed some light on it.
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      • Profile picture of the author Jason Kanigan
        Originally Posted by kenmichaels View Post

        I think there is a word for what your describing - i am not sure takeaway is it.

        In part your describing a takeaway because of the emotion your creating
        when you start removing items from the potential sale. But i am not sure
        what your describing is a takeaway in the "sales" sense of the word.
        Even tho ... it kinda works out that way ... lol

        Who knows, maybe i am wrong. Maybe someone smarter will come along
        and shed some light on it.
        Nope, I agree it comes near the end of the process if at all. If they want it but there's a little hesitancy. I used it just yesterday and closed my client this morning for a 3 month program. It also has to be authentic.

        That may be the factor socialentry was missing. For it to work, you really do have to be ready to walk away.

        In my case, the project was teetering on the border of not being able to support the budget required for my low 4-figure fee. But the client really wants the work done and not to have to do it himself. From my end, I don't really care either way; the fee was not so much that it was a killer if I didn't get it, but is enough that it's nice to have if I did.
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        • Profile picture of the author jamesfreddyc
          Originally Posted by Jason Kanigan View Post

          It also has to be authentic.
          This is such a good point and I think most who are attempting to visualize sales or a sales process miss this one thing and it causes all kinds of problems. Being the real you, as well as being realistic, goes a long way.
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  • Profile picture of the author misterme
    As Ken said, they have to want it first. I'd add they have to want it sufficiently.

    Typically when you do hear about takeaways from the gurus, they make like you simply say it and human nature forces the prospect to want what you've taken away because... here we go now... "Everyone Wants What They Can't Have."

    But that's not true.

    I can't have a yacht because I can't afford it but that doesn't make me desire it. I can't be with that older socialite woman on Park Ave who's face looks like a lion because of all the surgery she's had. But that doesn't make me desire her either.

    It works like this. Say you want to buy a jacket so you go shopping. You find a jacket you like, it's on sale, but you don't buy it because you're not quite sold on it.

    You go home. Think on it the next day. It starts to grow on you. Then you decide you want to buy it. You go back to the store on the third day - and it's gone. They sold the last one and the sale's over. Now you feel like kicking yourself.

    But you didn't feel like that two days ago. Why not? Because you weren't that interested. Only a little interested but not sufficiently interested.

    So the prospect has to be sufficiently interested in order for a take away to have any pull.

    So when you pull back by doing a takeaway on someone sufficiently interested, then it creates in them an impending sense of potential loss. That's what triggers them to act. They act on it because for some reason people are wired to "don't just stand there - do something!" whenever they sense they're about to lose something. They can't help themselves. People aren't that disciplined (except for me).

    The tricky part about doing a takeaway is that if you make it final, or put a deadline on it, and they come at you late, you have to stick with having taken it away. If you bend it then they know you were full of it and you lose credibility for the next go 'round. PLUS you have to make it sound like you don't care.

    So you wouldn't say anything like, "better act now because after tomorrow this offer's gone" because why would you care if they act on the offer or not if the offer's going to be gone in a day taken by someone else?

    I once had a jerk try to keep me buying a list after I was no longer interested and he said, "if you give up your spot for this list, I have a waiting list of others who'll take your spot right away, and you won't be able to get it back." And I replied, "so with so many people waiting to buy the list what do you care if I keep the spot or not?" and he went silent.

    Busted.

    In short, the takeaway is not used as an overt threat. It's a casual statement that portends an impending loss. IF the person is sufficiently interested, that sense they're about to lose out triggers in them an action where they bring themselves to you.

    IF they don't act on it, then nothing was going to happen anyway. They weren't sold.
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    • Profile picture of the author savidge4
      There are many levels of the Take Away. There is a the all or nothing method - which is most commonly associated to the term. I love using this one, sometimes a bit to much. I love the adrenalin rush of it. OK sorry, and turn around and walk off. If they are not right there saying stop, then the deal is done, and that is something you have to stick to.

      The Method that I mentioned above is used more so when there has been an agreement made, but the issue of price arises. As the years have passed and the advantage of experience has increased, I have learned to present offers in segments. When the price issue arises and you are sticking to your guns, most people would offer the all or nothing take away. I however, have the leverage of segments. If you cant do this, lets drop this segment and continue with the rest. That doesn't work for you? lets drop these and do this.

      If the presentation prior to this is done right, it is understood that each piece you are "Taking Away" is integral in the success of the project as a whole. You are not dropping the price, however, you are offering to work within a budget. This one has a slight spin, because the client have already said they wanted it, how much?

      You are basically removing the All or Nothing risk, and placing the whole thing right in the clients lap. You can even go a step further at this point, pull the all or nothing Takeaway. Look I understand things are tight, I know this would help you, but maybe we should hold off and give you the time to gain the resources to do this project.

      I personally have only ever gone that far 2 times. Once was a client that went as far as to call his mom ( right in front of me ) to borrow the $1000, and the second time, the price was so far off that it turned into a walk out. I ended up getting that project 2 years later however, because he found someone to do it on the cheap, and it was money thrown out the door.

      Again it just depends on where in the process you are, and to what degree you are willing to gain or loose!
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