Assuming is Good!

What!! Haven’t we been taught that assuming makes an ^&%#$ out of you and me? (Ass-u-me)  True, but it depends on what you are assuming.

If there is one thing that we hate about sales people is when they assume they know what we want and go about pitching their product to get us to see the need. I can’t think of anything that drives people away faster or increases sales resistance more than that.

However, I’d like to make an important distinction: it’s OK to assume someone has a need, and it’s just as OK to assume they will want to buy from you, provided that you get them to acknowledge the need before you launch into your product presentation.

Let’s face it; many people have a tremendous amount of experience selling. They know their products and can see when a client has a need a mile away. That’s a good thing! Don’t ignore it! Where it becomes problematic is when they jump to the product presentation prematurely before getting the client’s input.

Think of it as a game of checkers and, because of your experience, you are 2-3 moves ahead of the client. You have seen the scenario a hundred times before. You know they have a need. The problem is the client has come in to talk about something else. They are not thinking about what you are thinking about! They are 2-3 steps behind you! When you move to the product presentation too early they just think you are selling and put up walls accordingly. They don’t really hear what you are saying because their used-car-salesperson-meter is on red alert. Remember, they were not privy to the 2 or 3 steps you made in your mind that lead you to the conclusion that they needed the product. You need to slow down. Not for your sake, but for your client’s sake.

Assuming Good; Presenting Too Soon Bad

Assume that they have a need. Assume that you can help them. But start by asking about their situation. You think your credit card is the “best in class”? Don’t tell them about it and then find out after you’ve spilled out all your top benefits that their card is actually far superior to yours for their situation.

Ask questions like, “How do you like your credit card?” “Do you feel you are getting full value from all the perks and rewards they offer?” “How convenient is it to redeem your points?” Ask the questions even if you already know the answers. Your client needs to hear their own answer. If there are issues with the card they will come out in conversation. The client will have positioned themselves as someone with a need and will be far more responsive to your product recommendation. They will have caught up to you and your line of thinking. That activity will, in their mind, turn this from a “sale” into a “conversation” about how you can potentially help them. That’s good for you, and good for them.

So, good ahead and assume. Assume they have a need, assume they will buy, and assume they will love you! Just make sure the steps of the sale are followed.

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