Dealing with ‘Snipers’ is typically part of every competitive sale. The Good news is you have lots of options. As usual, I have lots of question before I offer my recommendations. How strong is your contact? Who is the sniper’s boss? Are you winning? Is this a current client or net new deal? How far along are you in the sales process?
As with most sales engagements, what scares me most is what I don’t know versus negative information. The good news is you know who the sniper is, now you need to learn why he is negative towards your solution. That answer will determine your next steps. At a high-level you need to determine if you have to convert or neutralize the sniper. Obviously neutralizing will have a higher success rate than converting.
First you need to determine where the sniper is in the decision making process. If the sniper is the decision maker, you have a lot of work in front of you and you need to have a frank conversation with your team or yourself on can you convert the sniper or go over his head to his manager or can you build a consensus with the decision influencers? If the sniper is a decision influencer you need to work with your coaches to determine how strong his vote is? Can you neutralize him? Is he a technical buyer, who can say No but not Yes. If this is case you don’t him to yes but sell him to this solution could work. Below are some reasons for a prospect not like your solution or you, with options:
· The sniper does not like any solution. There are people who do not like change and are against any solution that will cause change for them. You need to get your champions to say, “That is just Bob he does not like any solution.”, then sell around him.
· The sniper wants your competitor to win. This is a lot tougher and depending on their role in the selection process, you may have to take this one head on and set up a meeting with your sniper. You need to be very careful because if he is your competitor’s coach your info could go right to the competitor. If he takes your meeting you got a great chance to turn the deal around.
· The sniper has misinformation. Do not assume the sniper understands your offering. You may just need to educate the sniper on your offering. Very often prospects have old or misinformation on your company
· The sniper does not like you. You can use your sales skills to overcome. Ask your coach for help. Most sales people are personable, some people like getting right to the point, you may want to try a new strategy of less you and more solution.
· The sniper has valid reasons for not wanting or your solution. Your strategy will depend on neutralize or convert the sniper. You may want to agree with the sniper on small points and sell him on the broader solution.
Once you determine convert or neutralize with why he is against your deal you get put together a real sales strategy.
MT, Good Sniper selling and let us know how it goes! Reader Feedback, please click the comments below to give 'additional information on 'Snipers’ and I want your feedback on my response. Shaun P
Comments