Don’t tell prospects they have made a mistake

When we make choices we like to think we have made the best possible decisions with the information available.  Maybe it was the choice of a new IT services vendor for example.

It amazes me when salespeople with a competing vendor tell the prospect “what a mistake you’ve  made” going with the competition. And telling in painstaking and exacting detail of the supposed folly.

If the best possible decision was made for the choice of vendor, how could it be a mistake?

Implying or pointing out to a prospect that they have made a “mistake” or “poor choice” is likely to produce a “defend the decision at all costs” response from them.  And once they are defending, the salesperson pushing harder only hardens the prospect’s defense. Sale lost. End of story.

A more successful strategy for a salesperson with a competing offer would be agree with the prospect that they made a good choice based on the information available, but now there is  “new information” to consider.  New information which translates into improved benefits or a better value means a change in vendors can be made without anyone being made to feel stupid.

If your offer is compelling you stand a good chance of making the sale.