In his book SPIN Selling, Neil Rackham describes a situation where a salesperson tries to close a deal prematurely:
— Salesperson: Mr. Robinson, now you know that our offer best suits your needs. All you have to do is sign here (closing-assumption).
— Buyer: Wait a minute, I’m not sure yet and haven’t made a final decision.
— Salesperson: Mr. Robinson, I have explained to you how we can increase the efficiency of your office and reduce costs. If you will set a delivery date... (closing-assumption).
— Buyer: No, I need time. I won’t give you a precise answer within this week.
— Seller: But, as I said, our product colombia email list is in great demand. We can deliver it tomorrow, but if you put it off until next week, it will take several months (closed-sold out).
— Buyer: I am willing to take the risk.
— Seller: Would you like to have a trial installation within a month or would you like to save money and pay up front (alternative closing)?
— Buyer: You need to leave my office right now. Will you come out voluntarily, or will I have to call security?
The person who is responsible for storm management does not hinder the participants in the process of their involvement in the process at the very beginning of this phase. Then he ensures that the necessary proposal is voiced at the end of the phase, when all participants have already expressed their points of view, discussed and started to consider the last idea.
Therefore, it is necessary to give the participants time to “storm” and voice the key proposal at the end of this process.
The salesman in Neil Rackham's story accepted the buyer's norming offer and walked out of the office.
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Alexander Kuleshov
Alexander Kuleshov
General Director of Sales Generator LLC
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Norming stage
Norming is a continuation of storming, but with some differences. It is a proposal that may not be very different in attractiveness or reasonableness. The important thing is that it is made at a time when the participants want to end the previous stage. So when they accept the norming proposal, storming ends.
When analyzing sales managers' calls, two scenarios for ending a storm can be identified. In one case, the manager continues to persuade and achieves the goal of the call. In the other case, he stops the persuasion process and accepts the client's offer.
Norming stage
Source: shutterstock.com
Let's look at some examples.
Option 1:
I suggest we have a demonstration tomorrow. What time suits you?
I prefer to compare prices first.
Reasonable. But let's look beyond price and compare products that have common parameters. To do this, it is important to conduct a demonstration.
Then let's schedule it for Tuesday at 4:00 PM.
Great, I'll send you a link for the meeting.
Option 2:
I suggest we have a demonstration tomorrow. What time suits you?
First I want to compare prices.
That's reasonable, I'll send you the pricing information.
A sales manager who tries to avoid storming usually does not achieve success in negotiations. Such an employee will be effective only when working with clients who have already gone through the conflict stage on their own, through the company's marketing activities or their own research of the topic under consideration.
It is important to note that each negotiator needs to go through the storming phase, after which he accepts the other party’s proposal as a standard by which he will act in the future.