Training Workshop presented to Transwestern Publishing’s New York Sales Office

Understanding the Prospect’s Comfort Zone To Increase Sales!

Jeremiah Taylor, ProActive Sales, Inc.

Making a sale to a prospect who definitely needs your service or product is not much of a challenge. Unfortunately, most sales people have average success as they can only close those in- need prospects. The top sales producers have learned to convince those “on the fence” prospects to sign on that dotted line!! Those top producers understand the importance of finding their prospect’s comfort zone!

One of the most important aspects of making a sale is to get the prospect into their comfort zone. Unless they are in their comfort zone, most likely they aren’t listening to what you are saying. In fact they may be thinking “I hope this is over soon”!

A good example is if the sales person had a cigarette before entering a prospect’s office that sales person’s clothes still smells from the recent smoke. If the prospect is a non-smoker that prospect will be focusing on the smell of the cigarette and not on what the sales person is saying. The prospect is not in their comfort zone and most likely is waiting for the sales person to finish their presentation and “get out of their office”!!

Another example:
If the prospect is speaking fast, the sales person must be aware enough to respond in a similar manner. If the sales person speaks slower or takes their time in making their presentation, the “fast talking” prospect is most likely getting anxious. The prospect wants to hear the information presented in a quicker manner. The prospect is not in their comfort zone . The reverse is the same! If the prospect speaks in a slower manner but the sales person is talking too fast, the prospect gets lost or out of their comfort zone!! A seasoned sales professional understands the importance of identifying the best method of making their presentation. How to present your sales points will vary from prospect to prospect!

Telephone Sales – Appointment Setting

Trying to make a sale (set an appointment) over the telephone is exactly the same – the prospect must be put into their comfort zone. The big problem is you have only a few seconds over the telephone to accomplish this, plus you are not in front of the prospect. So, it is vital the caller takes control and creates a comfortable place over the telephone.

If the sales person or telemarketer is using a land line or cell phone with poor quality, the prospect will be immediately out of their “comfort zone”. The prospect will want to end the “pain” of listening and limit the sales person’s opportunity to get that appointment! Even if a prospect had some interest, my guess is they would rather hang up then continue the conversation!!

Having a prospect in their comfort zone is vital to increasing the success of telephone sales calls. A customer service type call is much different as the prospect needs the help or information you are providing like computer repair. They have no choice but to deal with the distractions.

Regardless of all the new ideas on how to make that sale, sales is a numbers game! The more dials made, the more opportunity you create!! Don’t waste words as words add up by the end of the day. Don’t waste time introducing yourself to the gate keeper. When you introduce yourself , you are also alerting the gatekeeper you are a sales person. Immediately give the name of the person you want to speak to or ask for the person in charge of “whatever”. the person in charge of “whatever”.

When you get the individual you want to speak with, make a direct request for an appointment and be prepared with the necessary roll over.

Pausing at the wrong time when making a telephone presentation will cost you many opportunities. We will discuss pausing after the lunch break!