This basic mishandling of the session can be avoided by reverting to appropriate use of the 'talk-ratio' at different stages of the meeting. Essentially, relative interventions by seller and buyer should comply with the 30/70, 50/50, 70/30 rule as the meeting progresses through the different phases of beginning, middle and end..
The Beginning: NAM: 30%, Buyer 70%
Having resisted the temptation to unfurl the 200-slide 'presentation', NAMs may realise how little they know about the buyer, and lapse into interrogation-mode. However, time with the buyer is too precious to risk asking for basic facts that should have been researched elsewhere. NAMs should instead focus their 30% of the dialogue on fact-checking and opinion-checking using a mix of open and leading questions, seeking buying signals, and listening to and using the answers...
The Middle: NAM: 50%, Buyer 50%
Phase two should be a shared discussion of the issues, neutralising the objections ('if he ain't objecting, he ain't in the market...') and helping the buyer to buy, using a subtle combination of finance-based adding of value and devaluing of concessions, and testing possible 'need and solution' combinations. In other words, demonstrating a willingness to slice the cake to fit, and enlarging the size of cake only if justified by a willingness to buy more...
Good buyers love this bit...
The End: NAM: 70%, Buyer 30%
If the groundwork has been adequate, then the switch to 70/30 should be natural, and mutually beneficial, as the NAM is allowed to 'take over' the conversation and detail the solution, based upon facts established and agreed in earlier phases, with both parties confident that follow-through will meet, or even exceed expectations...
Time to ignore the flames and try a change of fuel?
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