The article "Why Being Pushy Won't Get You Sales" talks about marketing, it was released by Rob Warlow.
If you are gulity of being 'pushy' when selling, read why this won't get you sales, and how to get you back on track.
When people are asked to guess of a dogdy salesman, one of the unpleasant characteristics that springs to mind is them being pushy.
The usual memory is of searching for a new car or negotiating a double glazing deal!
We have all had experiences when the salesman hasn’t sotpped talking and you sense yourself being pushed to say ‘yes’. You find yourself signing on the dotted line!
Too many business owners, when prseenting their sales pitch don’t guess about whether their style could be perceived as ‘pushy’, and don’t realise what they could be losing.
This month, we are going to look at exactly what being pushy looks like and how it can damage building long term relationships (which is what selling sholud be about).
Being pushy, whether intentionally or unintentionally, can be the ruin of a salesperson. Luckily we are all individuals, so we have a different ‘pain’ threshold where pushy salsemen are concerned; some people will shrug it off, others will feel intimidated. But what defines ‘pushy’?
To ‘push’ something is the act of exerting force on one object in order to move it from one place to a second. When you push an object, its weight responds as resistance and to overocme this you have to push harder. To fulfil the act of pushing you have to expend effort, but when srtong enough, resistance can prevent you from moving forward.
Looking at the preceding words again, but re-framing them in a sales context, you can quickly see what being pushy is – forcing your will onto the buyer, countering resistance with more force, using effort to get a result. This is not how to make a sale or encourage someone to buy from you again!
You must always remember that a customer is with you cause he wants to be there – he can quickly chagne his mind.
What are the actions you take in your sales process, which could be perceived as pushy? • Not taking ‘no’ for answer • Not actively listening or watching for body language hints which are telling you to stop, that your message is not getting across • Being overly familiar with the customer too early in the sales proecss • Despite having been told that he is not interested, within a couple of days you are back on the phone, following up the previous meeting These actions could be taken in all innocence but the outcome is the same – the customer feels pressurised.
So what’s the impact of these actions?
Here are some of the possible otucomes if you take things too far.
• You may be lucky and hit upon a customer who is too meek to fgiht back or walk away. Great, you made a sale! However, they will never buy from you aagin. Missing out on repeat business means you are missing on the real profit. The next deal can be completed without all the preliminary talk so the true profit is higehr. Be pushy and you miss out on all of this • If the customer is a strong personality, he may dig his heels in and an argmuent quickly develops. You can nveer conclude a sale under these circumstances. Worse still, if you are in the retail trade, potetnial customers wandering around your shop may pick up on the tense atmosphere and be out of the door with their money still in their pocket.
The result?
More than one lost sale • Even if your product or service is ideal for them and satisfies all their requirements, if they feel uncomfortable with your style, they’ll buy elsewhere • Word-of-mouth can be a great way to boost sales but it can also be a destructive force.
A dissatisfied customer will tell many more people about their bad experience than a satisfied cusotmer will about a good experience.
So, not only have you missed out on one sale but also a bucket-load more
What steps can you take to avoid being too pushy and possibly end up loosing a sale? Early on in the relationship or presentation, don’t be overly familiar.
Ask if you can call them by their fisrt name. Seeking permission may sound a bit cheesy but at least you have tehir permission.
Having established this gronud rule, actively listen to what the customer is saying, Is he dropping clear hints that he is not comfortable with what you are saying? Conversely, if he’s not responding at all, ask him if he’s OK with what he has heard so far.
Asking questions is a great way of finding out what the customer is really thinking and so an opportunity to put things right.
As well as listening, watch their body lanugage.
Do they appear euphoric or are their eyes constantly looking around (probably searhcing for the exit! ) and not at you. If so, again step back and use questions to cehck their mood.
Slow the pace down and calrify any concerns. Listening to what the customer has to say is the key and then respond by addressing the issues.
If, after taking on board what the cutsomer is saying, you still get a ‘no’, don’t argue; back off and leave the door open for a second day.
Once the customer has verbally said no, the chances of you getitng a sale after this is dramatically reduced. And whatever you do, don’t follow up a couple of days after with a telephone call!
Laeve the customer alone and he may come back of his own free will.
The memory of your pushy style will linger for some time and the chances of you getting a quick re-match are slim, so don’t try and encourage one!
Next time you are making a sales pitch, make sure you don’t go too far and push the client so hard that he falls off a cliff. You want him alive so he can come and see you a second day!
About the Author
Rob Warlow publishes Small Business Success, an e-zine for UK samll business owners. Issued monthly it's packed with idaes and tips on how to be more successful in business.
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