For as long as I can remember, common wisdom dictated that in sales going last is best. Initial meeting, data gathering, presenting, whatever, we’ve been taught to position ourselves to be last.
Well, I was wrong… we all were wrong. And here is why
First off, the logic behind the “go last” theory was that when you go last, you are the last impression, closest the point of decision, and after all, you always save the best for last right? In a performance the big act always goes last. And that works perfectly well in the world of performing arts, but in selling, it may not be the best set up for a win.
Here’s the issue. Buyers buy based on a number of factors including, facts, impressions, logic, and of course, the big one… emotion. So their eventual decision will be guided by the collective effect of everything leading up to that decision. With this in mind, do you still think the best position is going last? If so, read on.
When you are the first person with whom your prospect meets, you get to set the stage. You get to establish the expectations your buyer will use to make the eventual buying decision. And consciously and/or sub-consciously you will be the one to which your prospect will compare everyone else. You see, when you are first in, your buyer has nothing with which they can compare to you. When you are the last in, many seeds have been planted and the buyer cannot ignore them. These “seeds” WILL guide his decision- making process and his final decision. Good or bad, if you go last, your ideas and solutions will be competing with everything the buyer has heard before you. As you present, the words of all those who have gone before you will ring in the head of the buyer. Comparing one thing, and questioning another. By contrast, when you are first, he is all ears, the white board is clean.
Here’s a real example of how I started to realize the power of going first. I was contacted by a Controller of a large company who was putting out a Request For Proposal (RFP). He gave me a lengthy document with all the specs on their desired purchase and that which the eventual vendor would have to meet to win the business. As I looked at the document, I saw that it was missing many key factors that should be considered to make a truly informed decision. So I contacted the controller and essentially helped him re-write the RFP. And in doing so, I built a relationship with him, but I also built in key specifications that would not only lead to a better final decision, but also set me up to deliver in ways I knew my competition could not. The controller not only appreciated the items I added, he sent the RFP to all other vendors with my modifications included. BAM!!! I almost felt sorry for my competitors as they read the specs of the RFP. So I was in the driver’s seat and in virtual control of the entire buying process. Yes, I won the business. From that point on, I always did my best to be the first to meet, first to gather data, and the first to present. I set the tone; I established expectations and everyone else was compared to me.
This is admittedly an uncommon example, but it makes the key point
By being first for the initial discovery meeting, you are able to set the stage for the final decision. Through your professionalism, your unique sales process, and your knowledge of your offerings and the competition, you own the first impressions, you own the initial relationship, and you can build the case for what the buyer needs to seek in a new vendor. Oh and, that new vendor is going to look just like you!
By being first to gather data, you will again, through your professionalism and streamlined data gathering process, set the bar for what can be the most laborious part of the process. You will be the first to build relationships with your prospects key support staff and everyone else will be compared to you. And once they’ve gathered all the data you requested, they’ll have what the other vendors will be likely be asking for so you are actually limiting interaction between the prospects and the other vendors!
And by presenting first, you’ll be the first to show that the key attributes the prospect is looking for in the ideal solution, are exactly the attributes you’re bringing to the table. Your powerful and focused presentation will be the benchmark others must follow. And as they present, your prospect is going to be thinking about your solutions first, and how the other presentations compare. In essence, you’re words will be ringing in the prospects head while your competition is presenting!
Another way to look at this is to consider the power of first impressions. We all know that first impressions are critically important, but why? The answer lies in the same logic as we’ve covered in this article so far. It’s because, the first impression set’s the stage for how all following impressions will be processed. In a similar way, going first in the sales process establishes the framework of how the eventual decision will be made.
And by the way, the only thing worse than going last is going ANYWHERE in the middle.
So get in early and take control of the process. Your competition may hate you, but I’m sure you’ll get over it!
Onward & Upward!
BH