Many people looking for branded merch don’t know much about the industry. They come to you looking for ideas and solutions. Other people, though, have strong opinions on everything from the merch itself to the pricing. These interactions can be draining, but when you work in sales, they happen and you need to know how to deal with them.
Dave Tear, the owner of Sales Coaches’ Corner, says your objective when working with a know-it-all customer is to keep the discussion moving forward in a way that preserves the relationship. Let the other person know you hear them and make them feel like an expert (even if they aren’t). Tear says this process can even be a bit fun. We share his ideas on how to sell to people who think they know branded merch better than you in this issue of PromoPro Daily.
Use reverse psychology. When you’re working with a know-it-all, Tear recommends deferring to their expertise. Let them think they’re the expert, but don’t forget to assert that you know what you’re doing. The customer may feel proud they’re more informed than the average person when it comes to merch, and it can help to acknowledge the work they’ve done. Just be genuine about it, Tear says. Then, explain your merch solutions in a way that makes them feel like you’re giving them inside knowledge. It’s OK to talk a little over their head here, he says. This makes them feel like they’re getting special knowledge while reminding them what you do for a living.
Let them talk. Even if the other person says something that doesn’t make sense or that isn’t even true, Tear recommends letting them talk anyways. And let them talk as much as they want. Then, you can simply present the truth in as concise a way as possible. Just say the facts and cite your sources. Tear says people who think they know everything usually won’t believe without any sources.
Don’t let them rile you up. The trick to dealing with a know-it-all, according to Tear, is to stay as calm as possible. He says some know-it-alls will meet with you, ask a few questions, show off their “knowledge” and not ever buy anything. But others will go ahead and buy if you let them talk long enough. Just keep a level head throughout.
Working with people who think they know everything about merch can be tricky. But with some emotional control and by acknowledging the other person’s perspective, you can keep the conversation productive.
Compiled by Audrey Sellers
Source: Dave Tear is the owner of Sales Coaches’ Corner. He has been training sales professionals more than 30 years.
