Use "Going Negative" to Control the Sales Conversation
Hey there, sales superstars! Ever feel like you're pulling teeth trying to get a prospect to open up? Bad news: You're stuck in a tug-of-war, and they're winning. Well, today, we're diving into a fascinating sales technique that flips the script: going negative.
So what’s “Going Negative?” It's a clever use of reverse psychology that can actually help you gain control of the conversation and build stronger relationships with your prospects.
While “Going Negative” has been part of the salesperson’s toolkit for many years, it's generally credited to David Sandler and incorporated in The Sandler Sales System.
The Sandler Sales System emphasizes building trust and mutual respect. It's about acting as a trusted advisor, not a pushy salesperson. And "going negative" is one of the tools in this system that helps you achieve just that.
So, what exactly does "going negative" mean?
It's a technique also known as "negative reverse selling." It involves making statements or asking questions that might seem counterintuitive, intentionally guiding the conversation in an unexpected direction to elicit a genuine response from the prospect. It's like using reverse psychology to nudge the prospect towards a sale. This technique is all about subtly pushing the prospect instead of pulling them.
There are three key elements to negative reverse selling: the build-up, the takeaway, and the unexpected.
The first element, the Build-up, is really just a softener statement that is designed to create a sense of agreement with the prospect. For example, you might say “”I understand your hesitation” or “that’s a valid concern.”
The next step is the "Takeaway," which introduces the negative observation, For example “our solution is really only for those companies who view marketing automation as critical for their growth.”
The third step is the "Unexpected" element, and this disrupts the prospect's anticipated response. For example, “This might be the right fit for you. Is that fair to assume?”
Understanding the Prospect Pendulum
This technique plays on what's called the "Prospect Pendulum Theory." Imagine a pendulum swinging back and forth. On one side, you have a prospect who's super enthusiastic, maybe even ready to buy. On the other side, you have a prospect who's completely disengaged and not interested at all. The goal is to keep the prospect's enthusiasm swinging towards the positive side, but sometimes, their momentum can shift, sending them back towards negativity. That's where "going negative" comes in. By pushing back a little, you can actually help them swing back towards a positive buying decision.
When should you use this tactic?
"Going negative" is particularly effective in situations like:
When prospects keep rescheduling or canceling calls.
When they take forever to respond to your emails.
When they give you vague answers like, "I need to think about it."
When they seem hesitant or resistant to your suggestions.
When a prospect is asking for something that you can't deliver.
When a prospect is dragging their feet on making a decision.
Why does “Going Negative” work?
Well, for a few reasons:
It disarms the prospect. People are used to salespeople being overly enthusiastic and pushy. By "going negative," you break that pattern and create a more relaxed, open atmosphere. It acknowledges that people can have a negative bias towards salespeople, and by addressing this head-on, you can build trust and rapport.
It triggers their fear of missing out. When you suggest that your product might not be right for them, it can make them want it even more.
It helps you qualify leads faster. By giving prospects an easy way to say "no," you quickly identify those who are genuinely interested and those who are just wasting your time.
It puts you in control. Instead of chasing the prospect, you're letting them convince you why they need your solution.
While "going negative" can be a powerful tool, it's important to use it with respect and confidence. You don't want to come across as arrogant or dismissive. The goal is to gently nudge the prospect towards realizing the value of your solution, not to push them away. Maintain a professional and empathetic tone throughout the conversation.
So, there you have it, sales ninjas! "Going negative" – a powerful Sandler Sales System technique that can help you turn those hesitant "maybes" into enthusiastic "yeses!" Give it a try, and watch your sales soar!
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