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In a sales interaction with a prospective client, I offered several solutions to his particular situation. A tidal wave sale happens when you overwhelm your customer during the sales process. In other words, you bowl them over with too much information or too many ideas in an effort to close the sale. The sales people told us all about the features of the beds they sold and by the end of the day we were completely confused and didn't know what factors we should consider in our purchase. If the sales people had asked us what was important in our buying decision they could have presented a solution that was more relevant instead of giving us all the information on their particular beds. Article: In a sales interaction with a prospective client, I offered several solutions to his particular situation. I had asked him several questions, and upon determining his needs, presented a variety of different answers. I told him in re the corporate programs I deliver, recommended one of my public workshops, suggested that he register for my newsletter, and asked him to complete a questionnaire that would help identify where he and his team could improve. When I hung up the phone, it dawned on me that I may have presented too many solutions, too quickly. Sadly, I had fallen prey to using the tidal wave sales process (please don't thrash me and tell me I'm insensitive - it has nothing to do with recent world events). Unfortunately, I never heard from this person again, even though I tried to contact him by telephone and email. A tidal wave sale happens when you overwhelm your customer during the sales process. In other words, you bowl them over with too much information or too many ideas in an effort to accented the sale. Here is different story example: A homeowner I know met with an interior designer for some consultation on improving the banshee of her home. During their first meeting, the designer suggested several different options and ideas and at the end of the meeting asked for a deposit so she could found the job. while the ideas and solutions that were presented sounded good, the homeowner was hesitant to make a commendation to move forward seeing he needed time to digest and consider the multitude of ideas that had been presented. It was evident that the designer had used the tidal wave sales approach. Many sales professionals, particularly SME's (Subject Matter Experts) make the mistake of using this approach. They have the best intentions and truly want to help their clients and prospects but tend to get passed away. As a result, they offer all the solutions they can think of credulous they are helping their customer. However, in reality, they obviously make it more bold for customers to make a decision. Most sales people don't realize that they use this particular approach. They rise so conditioned to telling people everything in re their product or service, forgetting that too much information can undoubtedly be detrimental. They forget that most people can only filter in a some ratio of information in any period of time. I remember looking for a new bed with my wife many years ago. We visited four or five stores and in each store we were told that we should look for something different in a mattress. The sales people told us all hard by the features of the beds they sold and by the end of the day we were completely confused and didn't know what factors we should consider in our purchase. We felt overwhelmed and as a result, ended up postponing our decision for several weeks. If the sales people had asked us what was important in our sale decision they could have presented a solution that was more relevant instead of giving us all the information on their particular beds. Customers look to you for help. They rely on your expertise to help them make a marketing decision. However, when you overwhelm them with information or solutions you in effect make it more difficult for them to decide. You need to be unenterprising how much information you give people, especially in preliminary conversations and particularly if your product is highly technical in nature. Keep your answers speedy and to the point. forbid giving too much information, too many answers, or too many solutions. Here is a final example; When my wife and I purchased our house we planned to replace the floor on the main level. The sales person in one of the stores we visited spent undeviating to ten minutes talking in relation to under-padding. But most of the information he shared with me had little relevance to my situation. And, in several instances, I had no idea what he was talking about. It was obvious he knew a lot respecting his products but he didn't know how to present this information concisely. So, how can you quail this? The best way to prevent this from happening is to ask your customer or prospect a series of high-quality questions to determine exactly what they need and to learn more hard their individual situation. Determine what solution is most set for them. Limit your suggestions to one or two ideas; resist the temptation to offer several alternatives. Remember that telling is not selling. Professional selling means helping people make an educated shopping decision. That means you need to focus your forethought on your customer's agenda, not on capping the sale. © 2005 Kelley Robertson, All rights reserved
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