Alternative Methods for Increasing Win Rates

‘Advice' Methods:

This approach relies on the efficiency of influencing techniques based on a ‘sense of freedom'.

These techniques are generally underestimated by sales professionals and lauded by the most renowned researchers in the field.

Such is the case, for example, of Vincent Joules and Robert Beauvois, who state in their latest work (*):

"There is nothing so simple as creating a context of freedom. All that is required is to follow a request with a sentence that suggests to the listener that he is free to do or not do whatever is expected of him. We consider this sentence to be one of the most fascinating in scientific literature. Fifty years of research have shown us that this sentence is a powerful factor in determining the extent to which people engage in activities - perhaps even the most powerful".

In order to implement this technique, we are going to arrange a meeting - but this time giving our opponent the opportunity to say NO".
Example: "I'm contacting you today because it seems we have something in common. I'm referring to what we both have [here you cite an example of a ‘success story']. Perhaps you might be interested in meeting and discussing it more in-depth - of course, feel free to say no."

We use the term ‘Sale Advice' since we are taking on the role of someone who offers a solution and presenting the other person with the option of declining allows us to redress the imbalance of power. The implicit message communicated to the potential client is: "I don't want you to think I'm trying to arrange a meeting. I've got better things to do as well and if I am going out of my way then it's because it's worth the effort!"

When telling your ‘success story,' you must tell it from the client's perspective. We do not simply recite an example (how I benefited), rather we talk about the results achieved by our client (how the client benefited). Other ‘success stories' might refer to:

• Problematic situations that your potential client may face  
• Scenarios that are illustrative of your innovation
• Recent cultural references

A success story is told in the following way: What was the problematic situation faced by your client initially? What was the proposed solution? What was the nature of the results achieved (more time, return on investment, new markets, financial savings, etc.)?

The leverage of reciprocity as described by Robert Cialdini (**) is yet another means by which to optimize efficiency in securing meetings.

Furthermore, calling on numerous occasions in order to promote a service without immediately pushing for a sale - and ‘cornering' your client - will considerably increase your chances of securing a meeting with a client of much greater potential.

The first call is made to ask whether they would be happy to receive our free newsletter.
A second call is made to invite them to a trade exhibition to learn more about our company or to attend an event.
Shortly after, a specific document is sent to them by post (newsletter, details of our latest product launch, etc.).
A third and final call is then made with a view to securing a meeting.

(*) « La soumission librement consentie des adultes » - Seuil
(** ) ‘Influence' - Robert Cialdini - First