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The Assumption Trap: Why Newbies Might Outsell You (and How to Fix It)
Would you be surprised to learn that new salespeople often have an advantage over seasoned veterans? It might sound counterintuitive, but it all boils down to what we think we already know.
This episode tackles the pitfalls of assumptions in sales, revealing how they can sabotage your success, and provides four proven methods to gather the facts you need to close more deals.
The "ESP" Myth: Experienced Doesn't Equal All-Knowing
We often assume that experienced salespeople have a sixth sense, intuitively understanding what customers want without asking. This "ESP" leads to dangerous shortcuts, missed opportunities, and lost sales.
Assumptions: Natural, But Not Helpful in Sales
The tendency to assume is deeply ingrained in human nature. It's an evolutionary survival mechanism—like avoiding poisonous berries based on past experiences. However, in sales, assumptions are akin to swinging at a baseball blindfolded: possible, but not optimal.
We might think, "The last customer in a hurry just wanted the price, so I'll skip the process this time." But this ignores the infinite variables that make each customer unique.
The Danger of Misleading Assumptions
A humorous anecdote illustrates how easily assumptions can lead us astray. Men in a golf club locker room overhear a man agreeing to lavish expenses, assuming he's wealthy, only to discover it wasn't his phone or wife.
Similarly, on the sales floor, we might think, "She can't afford it," "He won't like that color," or "I know what she wants—they all do." These assumptions limit our potential and prevent us from truly understanding the customer.
The Solution: Ask About Everything
Top salespeople avoid these traps by asking questions. Instead of assuming a customer heard a radio ad, ask, "Did you hear the ad on the radio?" This simple question can reveal crucial information, like, "No, my friend gave me the number," which allows you to tailor your pitch accordingly.
The key is to listen without preconceptions, clarify details, and be inquisitive and reflective to uncover the customer's true needs.
Assumptive vs. Making Assumptions: A Crucial Distinction
It's important to differentiate between making assumptions (dangerous) and being assumptive (effective).
- Making Assumptions: Guessing a customer's needs or motivations during the sales process can derail the sale.
- Being Assumptive: After understanding the customer's needs and building value, using assumptive closing techniques like, "Which credit card will you be using?" or "Red or blue?" drives success.
The Power of Wants: Beyond Finite Needs
The core issue with assumptions is that they focus on finite needs while missing infinite wants, limiting opportunities.
The "One Two Punch":
- Make a great first impression.
- Make more sales.
Embrace curiosity, ditch the guesswork, and watch your sales soar!
What are some assumptions you've caught yourself making in sales? Share your experiences in the comments below!
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