Sales Tactic: Stick & Move
I don’t think Notorious BIG was thinking about sales tactics when he said “Treat it like boxing. Stick and move, stick and move.”, but he sure as hell sold a lot of records. Yes.. I am 45 years old and I quote rap lyrics in my sales coaching. What can I say, I’m a child of divorce.
In sales, we are often fighting to gain our prospect’s trust. Although filibustering can be a sales tactic in its own right, it does nothing build a mutual trust with our customers.
As a matter of fact, when a prospect asks us a question, we must stick and move. Answer their question and move on. The longer and more drawn out our answer becomes, the less credible we appear.
Remember when we were kids and our parents asked us a simple question like “Did you do your homework?” and we came back with a simple lie like “There was no homework today.” Then that didn’t feel sufficient so we started layering on the B.S. “Yeah, there was no homework because Mrs. Teachalot had to leave early because her son is trying out for American Idol and she needed to sew his costume. You can totally email her and ask her if you want.”
We knew in our hearts that we were totally busted. If we’d only stuck to the “no homework today” answer, we’d have had a shot. But since we tried to finesse it and turn our simple dive into a Triple Lindy (Back to School, anyone?), we were cooked.
Our prospective customers are the same way. The more we try to explain away their questions, the less inclined they are to believe what we are saying.
The amount of time you spend answering their question inflates the importance of their question by the second.
Stick and move.
If you give their question a quick yet thorough answer it gives the appearance of confidence. Your response tells them, that their question had merit, but it is not a huge deal.
Stick the answer. Move on. Pivot to your next relevant question or if it’s time, pivot to a close. Hell, even if it’s not time, hit them with that jab of an answer and toss out a quick test-close to check the gauges. It might just be time for that haymaker of a close.
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