Click here to download the catalog as a PDF file. To view this site you need Adobe Flash Player and your browser must allow javaScripts. Go here to get the latest Flash Player. identify his pain, and you’re not doing it for them! You’re acting as a bystander, someone they can complain to. If you were instead to jump in with how big of a problem that probably was, how terrible it was, etc., they would likely minimize it and the sale would be dead. They don’t need you telling them of their problems, but you can help them discover the problems for themselves. I know it sounds awkward, and it will be at first, but you’ll find that it’s eventually much less awkward than applying the hard-sell. should view their seeking of improvement as an indicator that they’re not totally satisfied with their current vendor situation, and explore that to the fullest extent. A truly satisfied prospect is a tough nut to crack, even for those who have been selling for a while. However, it might be surprising to learn how many prospects “remember” problems they’ve had recently with their current vendor situation, even though five minutes ago they were telling you how great everything was, when you approach them from the negative side of the pendulum with good questions. If you have any shot at gaining a customer who says he’s happy with the incumbent, it’s going to be through helping him discover some pain, and using the pendulum will help you do this. The great thing about this method is that it can free you from having some list of canned questions to ask, wondering which one to use where. If you can visualize this pendulum and yourself on it, to the negative side of the prospect, you’ll never be viewed as trying to “close” them, and you’ll make more sales with less pressure. A tough nut to crack Or suppose your prospect mentions that he’s happy with his current vendor. Again, your tendency might be to counter this with statements of how happy they’d be with your company vs. the incumbent printing company. How do you think this works? My experience before using the pendulum would indicate not well. The pendulum technique would have you asking something such as “it sounds like no matter what, even if I could offer improvement over what you’re getting now – and I’m not sure I could until I know more about your situation – that you’d never consider another vendor.”. What do you think their response is likely to be to this, compared to what the traditional salesperson does? Remember that there’s a reason that they’re even talking/ meeting with you, a salesperson, and most of the time it’s because they are interested in any possible improvement available. You Mark McCombs works for the Covington Group in Kansas City, Mo., specializing in short-run, bound publications. A 12-year veteran of the industry, McCombs started as a photographer for a catalog production company in Chicago, but also did pre-press and customer service before moving into sales. CANVAS P7