is human nature for prospects to initially dismiss your selling points.
However, you will find that any point you want to drive home, when referred
to a third party, will have a better chance that your prospect will
not dismiss it. Prospects are more apt to trust someone else’s opinion,
even if it is the exact one you are promoting, when you credit an outside
source for the origination of an idea.
is especially true with points of contention that are emotionally charged.
By using a third party reference, you can test the waters for your ideas
and be somewhat protected if it backfires. For example: “We
had a customer who complained about XYZ Corp in their ability to deliver
on time. I don’t suppose you have experienced poor
delivery?” And if you get a negative response you can fall back
with, “I didn’t think so.” This allows you to minimize
the disruption in the flow and momentum of your conversation.
time you can depersonalize your own selling points, you are perceived
as less aggressive and generally more believable because you give your
prospect the autonomy to self-discover their own conclusions. The power
of suggestion can be effective and disarming. Moreover, third party
references to problems that your prospect is experiencing directly will
allow the prospect to admit a problem but take some of the sting out
of admitting it directly to themselves. For example: “A colleague
and I are constantly going back and forth on the importance of this
new technology. What do you think?”
will prevent you from using this technique is that you will want to
go for the jugular and make your points decisively instead of subtly.
Third party selling requires a little more tact, less ego, and more
patience. It also requires the belief that your prospects frequently
are smarter than you sometimes give them credit for.
utilizing third party selling try to use examples that give your selling
points balance and a sense of neutrality. By doing so, you gain credibility
and trust. For example:
- “Not everyone
buys this argument, but some in the industry are saying this is the
wave of the future. What do you think?”
studies in the industry are showing conflicting results with this technology.
What are your experiences?”
know that some of our competitors are actively attacking this new technology.
What is your company’s stand on this technology?”
party selling projects a non-selling posture of being fair and neutral.
It also empowers the prospect to feel less pressure when they want to
voice their opinions and allows the salesperson to get to the truth
of the matter faster.