Gambits, or ploys, are tactics that prospects and buyers might use to try to get a better deal from salespeople. Recognizing them when you see them is the first step in protecting your interests and getting to a win-win scenario with your clients. The second step involves knowing how to counteract these gambits when they are played against you. Here are the first six:
Gambit 1: The flinch. You state a price and the buyer makes some kind of physical and/or audible move to show that they think your price is way out of line. It work because it evokes the parent/child response and the salesperson (child) wants to do something to make the buyer (parent) feel better about them. The way to disarm the flinch is to do a better selling job before the price is quoted, so that the true value of your solution is obvious to the buyer.
Gambit 2: "Your competitor is cheaper". The prospect lets you know that they can get it for less through someone else. This gambit is effective because the threat of losing the deal to a competitor is one of every salesperson's biggest fears. The antidote is to find the angle that the competition can't address, and get it out there early, and get the prospect to agree that the competition cannot cut it in that area.
Gambit 3: Lower authority/higher authority. Just when you think the deal is done, the prospect tells you there is someone else who must approve the deal. And of course, this "boss" wants concessions before he/she will give his/her approval. It works because you are emotionally invested in the deal by now, and the prospect is betting you will give in to finally get it done. You can prevent this from happening by making sure you are negotiating with the final authority from the beginning. If you weren't able to do that, then stand your ground and make sure the "boss" knows that you have already presented the deal in the only way you are willing to do business.
Gambit 4: Good guy/bad guy. Similar to the good cop/bad cop of TV dramas, and similar to #3 above, this one can be effective because the "bad guy" is often portrayed as inflexible. Once again, make sure you are dealing with the right person(s) and stand your ground in a nurturing but firm manner.
Gambit 5: Hot potato. Just like in the game we all played as children, the prospect takes a problem that is really his/hers and tries to make it yours. As an example, they say "Our budget has been slashed in half" and try to get you to take ownership of the problem and discount your solution. You should toss that potato right back at them by saying something along the lines of "That's unfortunate. How are you thinking you will address your issues?" Be prepared to pare down the scope of your solution if necessary, but why should you take less profit?
Gambit 6: The emotional outburst. This one is similar to the flinch, but much stronger. An example might sound like "Your support is terrible and you have a negative reputation with the people I'm talking to."
It works like a charm whenever the salesperson himself/herself is not sold on the value of his/her solution. The prospect senses it and preys upon the salesperson's doubts. For that reason, it is often the hardest gambit to counteract. The best practice is to make sure your sales team is either totally bought in to your value proposition, or thoroughly trained on how to act as if they are. A calm, confident countenance will melt the emotional outburst better than any excuses. Never justify, explain, or be defensive when up against the emotional outburst.
Al Simon is president of Simon, Inc., an authorized licensee of Sandler Training. He can be reached at www.SimonSaysSell.net
