The Sales and Business Development newsletter that is targeted at Ambitious Business Owners who sell high value services and who want to drive Sales Growth. I share EVERYTHING you require to LEARN buyer behaviours, ATTRACT more clients and GROW your business in less than 4 minutes per week. Current subscribers gain ideas and insights to save time and implement practical tips to grow their business. Why not join them?
The pro shop professional who sold without selling
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Harvey walked into a golf club for the first time. He didn’t know the lingo. Didn’t know what clubs he needed. Didn’t know if he should even commit to a membership. All he knew was that he wanted to play, and he wanted to be around successful people who played. But he also didn’t want to look amateur around the successful players. He needed to impress them if he wanted to talk business with them. He wandered into the pro shop, where the professional greeted him and asked how he could help. Harvey hesitated. He mumbled something about being interested in golf and maybe a membership, but he wasn’t sure where to start. Now, this is the part that matters: The professional didn’t pounce. He didn’t pitch clubs or try to push a membership. Instead, he asked.
And when Harvey revealed he wanted to connect with high-net-worth people, the professional listened. He didn’t try to oversell. He recommended not buying clubs yet. Instead, he suggested a membership with access to rental gear, free coaching, and exclusive club meetings. So what he did was repeat what Harvey said and followed with questions, helping summarise Harvey’s goals. He validated Harvey’s fears by informing him he’ll have access to training. He explained how the membership will meet his exact needs and recommended the next step, including throwing in a bonus tour and discount. What he did was outline smart options! The result? Harvey walked in confused but walked out signed up with clarity, confidence, and excitement. Because the professional made him feel understood, gave him clarity, and built a relationship based on trust with him. That’s what you do when a buyer is on the fence. And mind you, if a golf professional can do it, why can’t you as a sales professional? Let’s break down exactly how to do it:
1. Read what they’re not saying You have to catch those cues and name them gently. For example, if a buyer keeps saying “this all sounds good” but their voice drops or they fold their arms, that’s a signal. Don’t gloss over it. Address it: “I’m picking up on a bit of hesitation. Mind if I ask what’s holding you back?” Say it with empathy, not pressure. It shows you’re paying attention and that you’re confident enough to go there. It’s not pushy, it’s perceptive. And it builds trust. 2. Don’t fall for "happy ears" “This looks good.” …and assume the deal is done. It’s not. Instead, ask: “What would stop this from moving forward today?” Those are the questions that uncover real blockers, and help you find the root of their uncertainty. You can then erase that uncertainty and guide them towards the purchase. 3. Use the SOLVER method
SOLVER is a structured way to move a buyer from stuck to sorted, without sounding like a pushy salesperson. Plus, following this framework helps ensure that your prospect doesn’t end up on the fence in the first place.
4. Patience is also key That’s what you should do too. Try: “If now’s not the right time, no problem. Shall we set a date to revisit this when X happens?” You stay in control. They feel respected. Everyone wins. The bottom line? Instead, guide them with empathy, curiosity, and confidence. The best salespeople don’t just talk. That’s how you help your prospect of the fence, and guide them to say yes that they mean. So next time you’re in this situation, remember Harvey and the professional in the pro shop. Have a great weekend, How would you rate this edition? 🤏🏻 So-So |
James White
The Sales and Business Development newsletter that is targeted at Ambitious Business Owners who sell high value services and who want to drive Sales Growth. I share EVERYTHING you require to LEARN buyer behaviours, ATTRACT more clients and GROW your business in less than 4 minutes per week. Current subscribers gain ideas and insights to save time and implement practical tips to grow their business. Why not join them?
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