More Hang Time Means More Sales

One factor limiting sales success is the salespersons' insufficient time with the prospect, especially in one-call close sales scenarios.

Since we need to get the prospect to hang in there with us and not end the conversation, I call the time we spend with our prospects "hang time." Often, more hang time equals means more sales.

One reason sellers fail at handling objections from customers successfully is that they aren't able to extend the conversation long enough to adequately deal with issues in the objection. "I'm going to hold off," for example, begs for a response, but you only have the opportunity to provide a response if you're able to engineer enough hang time into the sales interaction.

What many salespeople do to try to extend hang time is babble about more features or repeat themselves from earlier in the sales interaction. But these are ineffective ways of extending time with the prospect. What is far more effective is to address each objection with a customized response to that particular objection.

Or, responding to "I'm going to hold off" with a simple question such as "Tell me what you're thinking" can help reengage the prospect to continue the dialog. Important information, such as the true customer objection, can then surface. Once this objection sees the light of day, it can be examined and discussed, giving the seller the opportunity to change the outcome of the sales interaction.

If you're challenged with overcoming objections, develop the ability to increase the hang time with your prospect.

If you like this post (or don't) please leave a comment. Skip Anderson is the Founder and President of Selling to Consumers Sales Training. He works with companies and individuals who sell to consumers in B2C, retail, in-home selling, and the financial, real estate, and insurance markets.

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Comments

[Lynn M]

Very good point/advice. When an objection is met with more information about a product that you've already said you are not going to buy or you will "put off until later" the prospective client hears that you are more interested in YOUR interests (making the sale) than how the product would serve them. This kills the sale. Engaging in a discussion about the objection shows that you are taking an interest in the customer's needs. You're actually building trust, which is key.