Posted on May 25, 2024

In sales, just like hostage negotiation (believe it or not!), success hinges on uncovering the unexpected. Chris Voss, a former FBI hostage negotiator and author of Never Split the Difference, introduces the concept of "Black Swans" in Chapter 10. 

These are the hidden pieces of information, the unknown unknowns, that can completely shift the dynamic of a negotiation. Let's explore how this concept can be a goldmine for salespeople.

What are Black Swans in Sales?

Imagine a prospect who seems uninterested. They might say your price is too high, or they're "happy" with their current solution. These are just the surface. 

The Black Swan is the hidden reason behind their hesitation – a hidden budget they weren't upfront about, a specific pain point your product uniquely addresses, or even an internal deadline they haven't mentioned.

Why Black Swans Matter

By uncovering Black Swans, you can:

• Tailor Your Pitch: Knowing their true priorities allows you to craft a message that directly addresses their needs.
• Build Trust: Unearthing hidden concerns demonstrates your genuine interest and sets you apart from pushy salespeople.
• Uncover Hidden Value: Black Swans can reveal opportunities to create more value for the customer, justifying your price point.

How to Find the Black Swan

Voss emphasizes active listening and strategic questioning techniques. Here's how to adapt them to sales:

• Labeling and Mirroring: Acknowledge their initial concerns and rephrase them to show understanding. For example, "It sounds like price is a factor in your decision. Is that right?"
• Calibrated Questions: Don't just ask "yes" or "no" questions. Use open-ended inquiries to get them talking and reveal hidden information. For instance, instead of "Are you happy with your current solution?" ask, "What are some of the challenges you face with your current system?"
• Silence is Golden: Don't be afraid of silence after you ask a question. Let the comfortable silence create space for them to elaborate and potentially reveal a Black Swan.

Beyond the Black Swan

Once you uncover a Black Swan, use it to your advantage:

• Address the Underlying Need: Show them how your product directly solves the hidden issue.
• Quantify the Value: If the Black Swan reveals a hidden cost they're incurring, demonstrate how your product saves them money in the long run.
• Offer Creative Solutions: Can you adjust your pricing model, offer a trial period, or bundle services to address their specific concerns?

Remember: Finding Black Swans takes practice and patience. But by actively listening, asking the right questions, and capitalizing on unexpected information, you can transform hesitant prospects into raving fans.