If I were to tell you that close-ended responses are killing your sales, what would you say?

You’d probably ask me what I meant, or maybe you’d think about a scenario in which you’ve done it, and then we’d unpack it further.

Maybe it was with price, a discount, an inclusion.

A conversation loop has been opened about the topic. 

Contrast that with me saying:

“Your close ended responses are killing your calls.”

You’d get defensive.

“No they’re not.”

“I use them all the time and I get plenty of sales.”

Why is this even relevant?

This week we’re focussing on a brief distinction in language.

Using “If I were to tell you” vs a close-ended response.

I’ll use a couple of examples this week to explain it more clearly. 

Price - How much does it cost? 

At the start of the call, the prospect asks you what it costs.

If you tell them directly, you give them a yes or no option in their mind.

“The program costs $20k.”

In their head, is $20k too much or not?

Most of the time, they’ll tell you something binary - it’s too expensive. I can’t spend that. It will set up resistance you need to overcome.

Contrast that with:

“If I were to tell you the programs range from 20-30k, what would you say?”

The prospect isn’t faced with a yes or no.

“I’d say it’s a bit higher than I expected, but it would depend on what’s included.”

Then you can pull apart what they need to see or hear to make a decision.

Client Base - Who do you work with? 

“Do you work with any other law firms?”

Direct response.

Salesperson: “No we don’t.”

Prospect: “Ah, ok. We don’t want to be the first one. It would have been good if you did.”

Then you have just created an objection you need to overcome.

“If I were” response.

Salesperson: “If I were to tell you that we don’t work with any other law firms, would that be a deal breaker?”

Prospect: “Well we would have preferred it, but I don’t think it’s a total deal breaker.”

Salesperson: “Good to know. Help me understand, what would having an existing client that is a law firm show you that we haven’t already covered.”

Prospect: “Oh, I’d like like to see how it handles. XYZ.”

Salesperson: “Makes sense. And if we could show you that, would you be comfortable that it can 123, or is there something else you’d like to see?”

A simple newsletter for a simple principle, yet has profound effects on sales results.

Action Steps

Write “if I were” on a sticky note on your computer.

Aim to use it just one time per call this week.

Aim to use it with someone outside of a sales call each day.