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Many salespeople fail to reach their full potential because they can’t overcome their negative view of the word manipulation. These people believe that any form of selling strategy or technique that manipulates the prospect into a particular position violates their value system.
Manipulation, however, is not an evil word. Webster says that to be manipulative means (1) "to work or handle skillfully" or (2) "to manage artfully or shrewdly: often in an unfair way." There is certainly nothing "evil" about the first definition. And, note that the second definition doesn’t say always in an unfair way. Manipulation doesn’t mean that you have to lie, cheat, or deceive.
Society accepts manipulation from a variety of profession --- law and psychiatry for instance. Most people would not want their lawyer playing it completely straight to the point of "foolish honesty." Many people aren’t ready to have their therapist tell them everything.
Manipulation is part of the selling game…and prospects employ the definition 2 variety frequently. They have learned that the best way to gain the advantage over a salesperson is through manipulation. They withhold information about their budget, but prod you for your very best price. They tell you your proposal "looks good," then ask for some concession. They express their eagerness to move forward, and then tell you they need time to "think it over" after you make your presentation.
Manipulation, especially the definition 1 variety, has a place in sales. Asking a prospect a series of questions in order to help him or her view a situation from a new perspective --- perhaps your perspective --- is not manipulation. Socrates regarded it as education. Asking a prospect for budget information early in the selling cycle isn’t manipulation, it is information with which you can decide if you can provide a good-fit solution for the prospect. Asking a prospect to make a commitment to a future action to keep the selling process moving forward also is not manipulation. It’s simply a way to set expectation for the future. Don’t avoid the opportunity "to work or handle skillfully" your selling opportunities.
©2004-2006 Sandler Systems, Inc. All Rights Reserved
Danny Wood, an affiliate of the Sandler Sales Institute, is one of New Jersey’s most respected sales force development experts. His work has been recognized by business leaders and corporate managers for providing their people with the aptitude to realize millions of dollars in additional business that would otherwise have never materialized or would have been lost to competitors.
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