What's Your Story?
Have you ever wanted to correct a prospective buyer or push back on a request, but you hesitate?
Whether you see a flaw in their decision-making process or feel uncomfortable with a specific demand, such as a request for a deep discount, the fear of appearing "sales-y," arrogant, or antagonistic often leads to silence.
🔸 The Cost of Silence
Many salespeople resist speaking up simply to be liked, hoping it will bring them closer to a deal. However, ignoring your gut instinct usually results in a lose-lose situation. You may end up with unsustainable margins, or worse, you might lose the deal entirely to an existing vendor who used your discounted price as leverage. By staying quiet, you risk becoming a "pawn in someone else’s game" rather than a trusted advisor.
🔸The Solution: Third-Party Storytelling
The most effective way to express your feelings safely is through authentically delivered third-party stories. Shifting into "storyteller mode" allows you to address your concerns with empathy and poise without directly attacking the buyer's position.
- Addressing Price Pressure: If a buyer asks for a lower price, you might share a story about a previous client who asked for the same thing. You could explain how you fought for that discount, only for the client to use it to get a better deal from their current supplier. By asking, "Am I in the same situation here?" you open the door for the buyer to reveal their true intentions.
- Establishing Value and Trust: You can also use analogies to explain your pricing strategy. For example, comparing your approach to car dealerships that offer their "best price first" to eliminate games can help the buyer understand that your quote is fair and designed to support a long-term, successful relationship.
🔸Achieving Equal Business Stature
When a buyer responds to these stories with honesty, often signaled by phrases like "Here's the thing...," it indicates you have achieved equal business stature. This shift moves the conversation past superficial negotiation and into a real discussion about needs and solutions.
Ultimately, successful sales are built on strong relationships, and those relationships require honest communication. You have a professional right to express your feelings; using third-party stories is simply the safest and most effective way to exercise that right while maintaining trust.
