The existence of preconceived notions (PCNs) among buyers can create obstacles in the sales process, causing a bumpy ride for salespeople. Whether deeply ingrained or minor, it’s crucial for sales professionals not to overlook these notions but rather to understand and dispel them. One common preconceived notion is the belief that salespeople will say anything to close a deal and are therefore untrustworthy.
What Are Preconceived Notions?
Preconceived notions are assumptions lacking evidence, predicting the outcome of something or assuming someone’s characteristics. Buyers may harbor various PCNs, such as a reluctance to engage with new products due to past failures, a perception that trying new products is inherently risky, or concerns about startup failures and the impact of mergers and acquisitions on similar offers.
Examples of Buyer’s PCNs –
– Affinity towards events related to past failures with new products or vendors
– Perceiving trying new products or services as riskier
– Fear of startup failures, mergers, and acquisitions affecting similar offers
– Communication challenges with salespeople from different regions leading to wrong buying decisions
– Belief that aggressive salespeople dominate the sales process and are overly pushy
– Skepticism about the trustworthiness of salespeople
Risks to Salespeople with Preconceived Notions from Buyers-
Limited or delayed meeting opportunities
– Shortened meeting times, restricting the ability to present the product or offer in detail
– Impatient or inattentive buyers
– Abrupt interruptions or premature ends to conversations, underestimating the product, offer, or company
– Reduced chances of a second meeting with the seller
Dealing with Preconceived Notions Related to Startups-
Buyers often approach startup businesses with caution due to the perceived high failure rate in the startup world. Sellers face the challenge of overcoming this skepticism and should adopt the following strategies:
– Possess a superior product or offer
– Have knowledge of the company’s funding status to address buyers’ concerns about survival
– Clearly articulate how the startup generates revenue to sustain itself, especially while offering freebies
– Highlight founders’ credentials and the experience of key employees to showcase the company’s stature and goals
– Don’t hesitate to involve other members, including founders, in crucial client meetings
– Utilize available documentation, such as certifications or testimonials, to establish credibility
– Capitalize on free trials or pilot programs and emphasize the value of trying the product or offer
– Assure assisted transition of systems or processes to minimize the buyer’s time and effort
In conclusion, breaking through preconceived notions is essential for successful sales. By employing these strategies, sellers can enhance their readiness and build trust with potential buyers. Happy selling!
P.S. Share your experiences and insights about preconceived notions of buyers in the “Forums” section
