Don?t Waste My Time!

Many participants in my programs ask how to deal with people who appear to be seeking information and nothing more. In many environments these individual's are called time wasters. Time wasters come in every shape and form but they usually possess a few consistent characteristics ? they ask a continuing stream of questions, take up loads of our time, and seldom end up buying anything.

What is particularly interesting about these situations is that many time wasters don't set out to be that way. It is usually our fault that this happens because we don't control the sales process. And in many cases, we become the time waster.

Most sales professionals know they are supposed to ask questions to learn about their customer's needs but I have learned that the majority of sales people tend to be more comfortable responding to questions rather than asking them. Here is a simple fact?the person who asks the questions is the one in control of the sales process.

I have conducted hundreds of sales training workshops in the last ten years and I consistently have people tell me they know the importance of asking questions. As the discussion continues I usually discover that they do in fact ask questions ? after they encounter objections or resistance from the buyer or customer. But that means it's too late. Now it will appear that you are trying to justify your product, service, price, etc.

Sales people hear this, but it seldom sinks in. Here is a personal example. After reading one of my weekly sales tips a sales person emailed me (for the second or third time) and said he had been focusing on his needs rather than mine in his previous correspondence. He presented a couple of good points so I agreed to a telephone conversation. When we connected he immediately launched into a ten-minute monologue about his company and its services. At this point it still wasn't clear what he wanted from me so I asked. He went on to say that he wanted me to endorse his product to my clients and newsletter subscribers. I then stated that my target market is mostly specialty retailers and asked how his product would help them. His reply, "Oh, it won't."

He had now just wasted almost 15 minutes of my time ? valuable time that could have been used to work on one of the many projects on my desk. As a sales person, he had just become a time waster. If he had asked one simple question in his email he could have saved us both time because he would have learned that our companies were not compatible.

In another situation, I listened to a sales person pitch his product by reading PowerPoint slides. His slides discussed his company, their financial backing, their products, their clients, blah, blah, blah. Not once did he ask me what I wanted in a solution. Instead, he kept his attention focused on his agenda, once again, wasting my time by talking about something that had no relevance to my situation or business. Professional selling means helping someone make an educated buying decision. That means you need to determine how your product or service fits into their situation. I was once asked by an advertising sales rep what to do if the prospect's publication targeted a different demographic that the advertisers. My answer was simple, "Move on."

In some cases, your product or service may not be needed by your prospect or may not fit into their plans. This means you move on to the next prospect. Don't waste their time and yours trying to reconfigure everything hoping something will work out.

Virtually everyone I know is pressed for time. Respect that fact. Save your customers time by asking a few well-thought out questions BEFORE you suggest a product or service. That way you won't become a time waster. But, how do you control a customer who is a time waster? There are a couple of ways?

First, ask a few high-quality questions early in the sales process to determine exactly what your customer is looking for and what their buying criteria are. One of these questions should be something that identifies the time-frame that your customer is working with.

The second thing you can do, particularly if the other person has indicated that they aren't making a buying decision in the near future, is to direct them to your website or offer other printed materials for them to review. Third, ask them to make a buying decision. This approach is effective because the time waster will become uncomfortable and will often end the sales discussion himself.

The fourth strategy is to drop them like a hot potato. Don't waste your time trying to close them. Be pleasant, firm and direct. Tell them that you must take care of other customers and move on.

You only have a certain number of hours of prime selling time in any given day. Don't waste your time selling to people who have no intention of ever buying. And, avoid wasting the time of your customers.

© 2005 Kelley Robertson, All rights reserved

Kelley Robertson, President of the Robertson Training Group, works with businesses to help them increase their sales and motivate their employees. He is also the author of "Stop, Ask & Listen ? Proven Sales Techniques to Turn Browsers Into Buyers." Receive a FREE copy of "100 Ways to Increase Your Sales" by subscribing to his free sales and motivational newsletter available at http://www.kelleyrobertson.com

Contact him at 905-633-7750 or Kelley@RobertsonTrainingGroup.com

In The News:


pen paper and inkwell


cat break through


Lock, Stock, and Barrel!

The other night I was watching a classic western from... Read More

How to Generate Leads on the Internet

In the last decade, the Internet has become a major... Read More

Selling: an art of a skill?

Selling is as much an art as it is a... Read More

Who Takes Your Money

Your business is making profits, but where is the cash?... Read More

How To Make The Most Out of a Business Networking Event

You're not alone. Most people are uncomfortable walking into a... Read More

How to Build A Steady Stream of Customers--Step One

The success of a small business depends upon a steady... Read More

Miracles are Your Responsibility!

John Di Lemme on "Miracles are your responsibility"Miracles are your... Read More

Connecting with Customers

I just got off the phone with a friend of... Read More

Open Your Introduction With A Firecracker Moment

The number one requirement, whether you are a business owner... Read More

Sealing The Deal Over The Business Meal

Doing business over meals is a ritual that has existed... Read More

How to Revive a Dead Lead

It's easy to spend days, weeks, or months speaking with... Read More

Building Relationships

A conversation: The Salesperson: "I don't cold call-I want to... Read More

How to Eliminate Objections to Price

Have you ever stepped your way through the sales process... Read More

Three Ways to Get More Referrals

When you are in the business of sales, among the... Read More

Seminars for Prospecting

The purpose of a 1- or 2-hour seminar is to... Read More

Know What You Are Selling As If You Were Buying It

Recently I wanted a new lawn mower as we have... Read More

Focus on a Trade - Not a Discount

Smart buyers will always ask for a better price. Unfortunately,... Read More

How To Set Goals and Achieve Them

We use only 5% of God's given potential, 95% of... Read More

Understanding The Corporate Buyer

Selling your services to corporations is an attractive proposition. The... Read More

Selling Your Business ? Step by Step Process

So it's finally come time to sell the business. After... Read More

How To Shorten The Selling Cycle And Reduce Buying Stalls

The main reason for buyer resistance and selling stalls boils... Read More

The Trusted Advisor Relationship: What Is It, and What Should It Be?

For the past months, maybe a year, I've been hearing... Read More

Warming Up To Cold Calls

Will you do just about anything, including sending out hundreds... Read More

Your Clients Buying What Youre Selling

Linda felt like she had reached a plateau in her... Read More

Marketing Conversations, And Conversation Stoppers

Where many marketing conversations get off-track are the ones you... Read More

Customer Loyalty in the Technology Industry

For technology companies, service after the sale has emerged on... Read More

Dropped Jaw Syndrome, Your Fastest, Most Reliable Market Test

Business owners should be more like doctors.Forget selling and start... Read More

Finding a Used Mannequin

Many stores on a budget choose to buy a used... Read More

Nine Keys to Make your Sales Copy Convincing

Would you pay $12,500 to discover the keys to great... Read More

Make Your Trade Show Booth Popular

So, you are taking your products and heading to a... Read More

To Sell Successfully, You Have to Be Willing to Be Different

We are complex. We confidently assert that we are independent... Read More

Can You Use Hynotic Like Statements To Sell More Products?

As I become more successful with my internet business I... Read More

How Can a White Paper Support Sales and Marketing?

A white paper supports PR, marketing and sales because it... Read More