Assumptions About Closing the Sale

Print This Post

Nov 25 2009

Posted by: Cheryl Clausen in coaching, tags: closing the sale, how to sell, sales coaching

If you look the word assumption up in a dictionary you’ll find several different meanings.

Assumption of obligation (taking responsibility)
Assumption of command (asserting a claim)
False assumption

We make assumptions when we take something for granted. This can be a VERY costly mistake. Just ask Coca-Cola.

Back in the 1980’s Coke was concerned about their future market share. Pepsi was going head-to-head with Coke in their Pepsi Challenge commercials. In these commercials they showed Coke drinkers choosing Pepsi over Coke in taste tests. 57% said they preferred Pepsi over Coke.

Coke executives were frantic. They made the assumption a shift had occurred in cola drinkers taste preferences. They made the assumption they needed to change their secret Coke formula, or they feared they would lost their dominant market share.

Thus New Coke was born. Much to Coke’s shock and horror there was a virtual revolt among loyal Coke drinkers. New Coke was such a disaster they immediately stocked shelves with “Classic Coke”. New Coke sales went to zero.

The flaw in their assumption was the difference between a sip test and a whole can test. While testers might prefer a sip of Pepsi those same tasters did NOT prefer a whole can of Pepsi over a whole can of Coke. The assumption that Coke drinkers were switching to Pepsi was FALSE.

Oddly enough you make assumptions that prevent you from making sales too. When a potential clients says…

It costs too much
I already have…
I need someone with … certification
I can’t afford it
I can wait on this

You make the assumption those words mean the prospect doesn’t want to buy. What it means is these potential clients have QUESTIONS. The problem is you don’t respect their questions because of YOUR assumptions.

When you hear, “It costs too much.” The appropriate response is, “Costs too much?” Because you need to help your potential buyer tell you about their concerns.

“It costs too much” may really mean they need a payment option, they don’t see the value, they simply don’t need what you have to offer, etc. However, until you know exactly what that statement means to that particular person you can’t possibly respect your prospect or yourself.

Assumptions are a preventable challenge when it comes closing the sale. Don’t take the bait and assume anything.

Coach Cheryl

Do it Yourself

Do it with a Little Help

Do it with Guidance

photo credit: randychiu

This entry was posted on Wednesday, November 25th, 2009 at 6:00 am and is filed under coaching. You can follow any responses to this entry through the RSS 2.0 feed. You can leave a response, or trackback from your own site.