Stop Getting Ghosted By Prospects (Quick-fix!)
Summary
TLDRIn diesem Video zeigt Will, wie Verkäufer das Problem des Ghostings - wenn Aussichten vereinbarte Aktionen nicht durchführen - überwinden können, indem sie eine einfache Frage stellen. Er erklärt, dass Ghosting oft auf vier Hauptgründe zurückzuführen ist: Unklarheiten über das Angebot, falsche Wertehypothesen, geringe Priorität des Problems oder manipulative Gesprächsführung. Durch 'Mikro-Abschlüsse', eine Technik, bei der kontinuierlich auf den nächsten Schritt hingearbeitet wird, können Verkäufer ihre Aussichten effektiv zum Abschluss bewegen und das Ghosting-Problem lösen. Dieses Vorgehen dient nicht nur dazu, den Verkaufsprozess voranzutreiben, sondern stellt auch einen Dienst am Kunden dar, indem es ihn zur Lösung seines Problems führt.
Takeaways
- 👻 Das 'Ghosting' von Aussichten ist frustrierend und kann den Verkaufsprozess behindern.
- 🔍 Es gibt vier Hauptgründe für Ghosting: Unklarheit des Angebots, falsche Wertehypothese, niedrige Priorität des Problems, oder manipulatives Verhalten des Verkäufers.
- 💡 Mikroschließen ist eine einfache, zweiteilige Technik, um Ghosting zu vermeiden und den Verkaufsprozess voranzutreiben.
- 🚪 In einer Rezession ist es schwieriger, Erstgespräche zu buchen, was die Bedeutung jedes gesicherten Treffens erhöht.
- 🔄 Durchgehendes Mikroschließen im Verkaufsprozess baut sozialen Druck auf und hält den Käufer auf Kurs.
- 🗣️ Mikroschließen erfordert das Stellen einer einfachen Frage, um festzustellen, ob es Sinn macht, voranzukommen, und wenn nicht, was benötigt wird, um Fortschritte zu erzielen.
- 📌 Jedes Verkaufsgespräch sollte mit einer Abschlussfrage enden, um das nächste Treffen zu sichern.
- 🔗 Mikroschließen dient als Dienstleistung für den Kunden, um ihm von einem aktuellen Problem zu einer besseren Zukunft zu helfen.
- 👥 Wenn das Produkt oder die Dienstleistung das Problem lösen kann und der Käufer Budget und Autorität hat, ist es Pflicht des Verkäufers, diesen zu einer Lösung zu führen.
- 📖 Für weitere Informationen über Mikroschließen wird auf ein kostenloses Exemplar eines Bestseller-Buchs verwiesen.
Q & A
Was ist 'Ghosting' im Kontext des B2B-Vertriebs?
-Im B2B-Vertriebskontext bezeichnet 'Ghosting' die Situation, in der ein potenzieller Kunde zusagt, etwas zu tun (z.B. an einem Meeting teilzunehmen oder zu antworten), dies aber dann nicht tut.
Welches sind die vier Hauptgründe, warum jemand im B2B-Vertriebsprozess 'ghostet'?
-Die vier Hauptgründe sind: Der Käufer versteht das Angebot nicht, die Wertehypothese ist falsch, das zu lösende Problem hat für den Käufer eine niedrige Priorität, oder der Verkäufer hat den Käufer manipulativ zu einem Meeting verleitet.
Was bedeutet 'Mikroabschluss' im Vertriebskontext?
-Mikroabschluss ist ein Ansatz, bei dem der Verkäufer den Käufer durch den Verkaufsprozess leitet, indem er regelmäßig kleine Bestätigungen oder Entscheidungen (wie z.B. das Einverständnis zum nächsten Schritt) einholt.
Wie hilft Mikroabschluss dabei, 'Ghosting' zu verhindern?
-Durch Mikroabschluss wird der Käufer regelmäßig in den Verkaufsprozess einbezogen, was die Wahrscheinlichkeit verringert, dass er sich entzieht oder 'ghostet', da er aktiv Entscheidungen trifft und sich somit engagiert fühlt.
Was sollte man tun, wenn der Käufer auf einen Mikroabschluss mit 'Nein' antwortet?
-Wenn ein Käufer mit 'Nein' antwortet, sollte der Verkäufer nachfragen, was benötigt wird, um den Prozess voranzubringen, und den Käufer dazu anleiten, die nächsten Schritte mitzubestimmen.
Warum ist es laut Video in einer Rezession schwieriger, Meetings mit potenziellen Kunden zu buchen?
-In einer Rezession haben potenzielle Kunden oft geringere Budgets als zuvor, was es schwieriger macht, sie für Erstgespräche oder Meetings zu gewinnen.
Was ist die Rolle von Mikroabschlüssen bei initialen Diagnosegesprächen mit dem Käufer?
-Bei initialen Diagnosegesprächen dienen Mikroabschlüsse dazu, bereits früh im Prozess Bestätigungen des Käufers zu erhalten und seine Bereitschaft, den Prozess fortzusetzen, sicherzustellen.
Wie sollte man reagieren, wenn ein Käufer sagt, dass das Problem, das man lösen möchte, keine hohe Priorität für ihn hat?
-Wenn ein Problem für den Käufer keine hohe Priorität hat, sollte man klären, wann es sinnvoll sein könnte, sich damit zu beschäftigen, und entsprechend planen, anstatt den Käufer zu ignorieren.
Wie kann man feststellen, ob man die Wertehypothese des Käufers missverstanden hat?
-Man kann dies feststellen, indem man nach dem Mikroabschluss fragt, ob die vom Verkäufer angenommene Wertehypothese tatsächlich das ist, was der Käufer sucht, und gegebenenfalls Anpassungen vornimmt.
Was ist der letzte Schritt, den man tun sollte, um 'Ghosting' zu vermeiden?
-Der letzte Schritt, um 'Ghosting' zu vermeiden, ist sicherzustellen, dass jedes Gespräch mit einem Abschluss endet, der das nächste Treffen oder die nächsten Schritte klar festlegt.
Outlines
🚫 Wie man das Geistern von Kunden vermeidet
Der Abschnitt behandelt das Problem des 'Geisterns' im Verkaufsprozess, bei dem Aussichten Versprechen nicht einhalten und Kommunikationen ignorieren. Der Sprecher, Will, führt aus, dass Geistern frustrierend für Verkäufer ist und die Wahrscheinlichkeit eines erfolgreichen Geschäftsabschlusses verringert. Es werden vier Hauptgründe für das Geistern identifiziert: Unverständnis des Angebots, Fehlannahmen über den Wert des Angebots, geringe Priorität des Problems beim Käufer oder manipulative Taktiken des Verkäufers. Will argumentiert, dass in Rezessionszeiten das Buchen von Meetings schwieriger wird und betont die Wichtigkeit, Interessenten durch den Verkaufsprozess zu leiten, besonders wenn sie eine gute Übereinstimmung darstellen. Er schlägt vor, 'Micro Closing' als Technik einzusetzen, um fortlaufend kleine Zustimmungen während des gesamten Verkaufsprozesses zu erlangen, was die Wahrscheinlichkeit von Geistern reduziert. Dies beinhaltet, die Perspektive zu fragen, ob es Sinn macht, voranzukommen, und bei Ablehnung zu klären, was nötig wäre, um Fortschritte zu erzielen.
🔄 Mikro-Schließtechniken zur Vermeidung von Geistern
Dieser Abschnitt erweitert die Diskussion über 'Micro Closing', eine Strategie, um das Geistern von Kunden zu vermeiden, indem man sie durchgehend im Verkaufsprozess engagiert hält. Will erklärt, wie man auf Einwände reagiert, indem man klärende Fragen stellt, um Missverständnisse oder Fehleinschätzungen des Angebotswerts zu adressieren. Er betont, dass es wichtig ist, zu bestätigen, ob das zu lösende Problem eine hohe Priorität für den Kunden hat, und falls nicht, einen passenden Zeitpunkt für die Fortsetzung zu vereinbaren. Außerdem wird geraten, manipulative Verkaufstaktiken zu vermeiden. Schließlich unterstreicht Will die Notwendigkeit, jedes Gespräch mit einer klaren Vereinbarung über die nächsten Schritte zu beenden, und betrachtet Micro Closing als einen Dienst am Kunden, der ihnen hilft, eine Lösung für ihr Problem zu finden und zum erfolgreichen Abschluss des Verkaufsprozesses beiträgt.
Mindmap
Keywords
💡Ghosting
💡Mikro-Abschluss
💡Wertannahme
💡Priorität des Problems
💡Angebot
💡Manipulation
💡Sozialer Druck
💡Verkaufsprozess
💡Rezession
💡Abschlussfragen
Highlights
Introduction to solving the issue of being ghosted by prospects in sales, and how to stop it by asking a simple question.
Definition of 'ghosting' in sales and its negative impact on salespersons and deal progression.
Explanation of the four reasons why prospects might ghost: misunderstanding the offer, low priority of the problem, incorrect value hypothesis, or feeling manipulated into a meeting.
Emphasis on the heightened difficulty of booking meetings during a recession and the importance of moving secured meetings forward in the sales process.
Introduction to the concept of 'micro closing' as a strategy to prevent ghosting and keep the sales process on track.
Explanation of the two-part micro closing process: confirming interest in moving forward and asking the buyer to guide the next steps if they're not ready.
Importance of continuously employing micro closing throughout the sales process to maintain buyer engagement.
Visual demonstration of using micro closing to keep the prospect on track and prevent them from deviating or ghosting.
Detailed breakdown of addressing each of the four reasons for ghosting using micro closing techniques.
Advice on how to handle prospects that don't see immediate importance in solving their problem.
Warning against manipulative tactics in securing meetings, which can lead to ghosting.
Emphasis on the necessity of ending every sales conversation with a commitment to the next meeting.
Guidance on handling common objections such as 'send me the quote' or 'I'll get back to you' to keep the sales process moving.
Framing micro closing as a service to prospects, helping them move from problem to solution.
Call to action for further learning about micro closing and an offer for a free copy of a best-selling sales book.
Invitation to watch another related video for more insights into simplifying the sales process.
Transcripts
your prospects don't show up to meetings
do you have prospects that don't reply
to your messages even when you've had a
few conversations with them well in this
video I'm going to show you how you can
stop getting ghosted by asking one
simple question
hi my name is Will and I make selling
simple now if you're unfamiliar ghosting
is when a prospect says they're going to
do something and then they just don't do
it of course getting ghosted is really
annoying for you the salesperson you're
putting time and energy into each of
these individuals into the deal itself
but it also means that the next
attraction that you have with the
prospect after that initial ghosting
becomes less likely to happen because of
the social pressure of them not wanting
to look like an idiot after they've just
acknowledged you the first time round so
once you get ghosted once you're less
likely to get the deal done you're less
like to move the deal forward and
everything becomes a bit of a mess it
creates a vicious cycle over and over
and over again of getting ghosted more
and more often by these prospects so
that leads the question why are you
getting ghosted well there's only four
reasons why anyone would ever ghost you
in a modern B2B sales process first off
the buyer doesn't understand your offer
your hypothesis of value is wrong the
problem that you solve is a low priority
for them or this is your fault you
manipulated them into a meeting each one
of these can be sold pretty easily and
we're going to get into each of these in
this video but why is this seemingly a
problem now more so than ever before
well in a recession it's going to be
harder to book meetings with your
potential customers they know that
they've not got the budgets that they
had three five ten years ago to spend
with you and so it's gonna be harder to
get in the front door to get that
initial meeting booked in the first
place so for the means that you do
secure it becomes even more important to
move them throughout the sales process
and if they're not a good fit to work
with you that's absolutely fine but if
they are you've got to get the deal done
there's nothing worse to trying to
re-engage with a buyer after a bit of a
break whether ignored you once or twice
because then they end up getting stuck
in the middle of your sales Pipeline and
you're gonna tap them on the shoulder
trying to get their attention trying to
get something back out so how do we
solve this problem well we use what's
called micro closing and micro closing
is so so so incredibly simple it's a
two-part process we're gonna say hey
does it make sense to get the deal done
get the contract signed get Jerry
involved in this so we can move it
forward whatever it is that's part one
if the buyer says yes great you've moved
the process forward chances of them
ghosting you in that next meeting are
slim because they've agreed to move the
process forward they've agreed on that
next step but what happens if they say
no no problem this is absolutely fine
we're gonna move on to step two we're
gonna say hey what do we need to do to
move things forward we're going to ask
the buyer to coach us on what the next
step is so that we can implement it get
it done so that we can progress the deal
forward the buyer is very unlikely to
ghost you if you're constantly going for
this process of asking them what they
want because all you're doing is
delivering what they want and what they
need to get the deal done and the most
important thing about micro closing is
you're doing it throughout the entirety
of the sales process in your initial
diagnosis call that you're going to have
with the buyer hey if you've got the
budget for this and you think I can help
would it make sense to move things
forward already we're building that
social proof of the buyer saying yes yes
yes or if they say no which is
absolutely fine we go okay when would it
make sense to move forward what would we
need to have in place to move things
forward we're constantly asking that
question and keeping the buyer between
two lines let me demonstrate what I mean
here your prospect whether they realize
this or not wants to go off on a tangent
it's your job to micro close whenever
they try and do that to bring them back
on track the reason that ghosting
happens is that the buyer gets so off
track that they're like I don't care I
don't understand the message they
manipulated me into this meeting I just
ignore them it's easier just to ignore
them and move on than it is to get
things back on the straight and narrow
so it's your job before they get to this
inflection point of ghosting you that
you nudge them back and of course
they're gonna go wow bam all over the
place and you're just trying to keep
them on the straight and narrow focused
towards getting the deal done product
implemented the servers implemented and
value given to them and you're gonna do
this every single point with a micro
close throughout the sales process so
that everyone is on board and everyone's
on the right track so let me make this
real for you let's come back to the four
reasons why someone would ghost you and
let's deal with each one of these in a
micro closing situation so if the buyer
says hey I don't understand your offer
you just say hey well if we can solve x
would it make sense to move forward if
they say no it wouldn't you okay okay
what don't you understand about the
offer what do I need to explain about
the offer so that we can agree this so
we can move things forward next it might
be that the hypothesis of the value that
you think the buyer wants is wrong you
might think that for example me over at
salesman.com salesman.com Academy I
might think that they want sales
training to improve their top line
revenue numbers really what they might
need is sales training to onboard the
new sales reps because they've not got
time to commit to those new individuals
so even though the product or service is
the same my hypothesis is a value that
we offer to that individual could be
slightly off and that's why they've
ghosted you so let's catch it before the
ghost does hey I thought X was the issue
does it make sense to fix this yes that
was the issue okay move forward continue
my closing if they say no you go okay no
worries what is the issue that you think
I can help you with so again if we
handle correct this they might think oh
well he doesn't know what we're doing he
doesn't know what we're on about I'll
just ignore him I'll get about two in a
few months when I've got time to explain
all this but instead I caught it with a
micro close and hopefully we've nudged
them back on track so I now know what
they want the value I've now got correct
hypothesis I can help them solve their
problems the third reason so I might
ghost you the problem that you solve is
low priority here we can do different
things to increase our priority to
increase our percentage of wallet share
to do all kinds of interesting things in
the B2B sales process but before we do
any of that we need to confirm if this
is true or not we'll ask the question
hey does it make sense to get this
solved immediately and if they turn
around and say no okay fine when would
it make sense to get this solved by you
book a meeting for that point of time
and then you're back on track rather
than going oh well the I said that it's
going to be six months away they're
still pestering me I'll just ignore them
until the end of the quarter end of the
year so do you see we're just nudging
people back on track over and over and
over again and that's how you stop
getting ghosted and finally if you
manipulate someone into a meeting and
then after the call or the initial call
or the email whatever it was the cold
call they go ah I didn't really want to
meet with that person a guy got bullied
into this and the ghost Jew well stop
being a slime ball that's the easiest
way to get over that one so here's some
final thoughts to stop you getting
ghosted every conversation must the end
must I see so many people not doing this
it must end with a close to secure the
next meeting it is not acceptable to
accept just send me the quote and you
email them or I'll get back to you next
week and then wait for them to call you
back it is not acceptable you're a
professional do you think a doctor
allows a patient to be like oh yeah I'll
just get back to you whenever the doctor
at that point is going to strike the
patient off the list and just not even
consider them as a patient anymore if a
buyer says send me the quote you go okay
great if I send you the quote today so
again the Michael closer question if I
send you the quote today would it make
sense to run through it tomorrow
afternoon just to make sure that it all
fits your requirements if they say hey
I'll get back to you sometime next week
go okay is this not a priority for you
right now so again this closing
questions over and over again and
finally I want you to think of micro
closing as a service to your prospects
they've got a problem you can take them
to a bigger brighter Bolder better
reality where this problem is solved
they can't do it themselves there's
something blocking them your product
service hopefully there's not a pile of
hot garbage is the bridge from one side
of this to the other if you can solve
this problem and the buyer has the
budget and the authority to get it done
then it's your duty essentially as a
salesperson to nudge them get them on
the right path and get them to that end
goal and when you do you do in an
ethical way using micro closing and
closing questions and the products
installed the servers have been
delivered the value has been delivered
they're going to thank you for it so
hope you enjoyed this video if you want
to learn more about micro closing why
not click the link below this video and
get a free copy of our best-selling book
selling made simple and if you want to
carry on making selling simple why not
watch the video that's on the screen
right now
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