Sales Blog with Sales Tips

“Happy, slappy salespeople.” Sadly, that’s how some sales professionals act much of the time.

“But isn’t it our job to focus on the positives and always have a ‘can do’ attitude?”

Yes, but not all of the time. There are times when bringing up uncomfortable subjects – before the customer does – can help us.

You Raise The Objection First
All sales professionals know that bringing up an objection before the customer does is the most effective way of handling it.

But we’re scared. We don’t like talking about objections before they’re raised. It feels negative.

Even One Objection
It might not be pleasant to talk about customers’ unstated objections, but when customers have objections that are unspoken and unanswered, they don’t buy from us. Since not all objections are verbalized by customers, it’s our job to discover the unsaid ones.

Even though we may have discovered and answered seven of a customer’s eight objections, we’ll still lose the sale if the eighth isn’t dealt with. One unanswered objection will kill a deal.

An Example
The economy. If you’re selling products and services that represent a significant expense, it would not be uncommon for a customer to have concerns about buying in a challenging economic climate.

The customer already knows the economy is struggling. He has asked himself whether it’s a smart time to buy. The economy is an issue the customer is fully aware of; raising the subject will not be a revelation.

Hitting the issue head-on will at least give you an opportunity to address the objection if the customer is concerned. Silence won’t make his worries go away.

There Are Other Fish In the Sea
If a customer perceives there is a real and immoveable roadblock to buying, then we need to know and move on to another opportunity where our chances of transacting business look more promising.

Tackling customers’ unstated objections might feel negative, or even counterintuitive, but it provides a chance to deal with their reluctance and make the sale – or move on to greener pastures.

©2010 Scott R. Sheaffer

Find a New Sales Job

Most of us grew up reading Dr. Seuss. Although he died in 1991, his writings have had a recent renaissance with children and adults.

If Dr. Seuss addressed the subject of buyers, I think his characteristic style of rhyming meter would read something like the following.

Dr. Seuss whom we loved, is no longer here
I’m sure he would say that buyers are dear

We all know we need lots of big time buyers
And they need sellers for tires, wires
…and even dryers and fryers

But buyers cause distress with an objection
Their pugnacious demeanor, causing dejection

Be careful not to act like salesperson Beshen
Who forgot he could assertively respond to a buyer’s question
The answers he could say
…were completely his election!

When Beshen realized he could handle an objection
He suddenly saw buyers with
…surprisingly more affection

While buyers can be liars, just like sales pros do
Beshen learned they really are just human
…with all the problems that make him blue too

Refreshingly so, Beshen soon found
When it came to buyers, he could stand his ground

Before long, Beshen felt ten feet tall
When working with buyers who
…weren’t so bad after all

©2010 Scott R. Sheaffer

Prospects have become so wearisome of cold callers these days that conversations don’t even get off the ground when we call them.

“I’m too busy right now to talk to a salesperson.”

Here’s A Technique That Will Get The Prospect Talking 99% Of The Time
Immediately after the prospect says he or she is too busy to talk, respond with, “I understand, but before we get off the phone, can I ask you just one quick question?” And then you ask your question.

Let’s Dissect Why This Works So Well
Prospects will perceive that you aren’t going to be taking too much of their time and they won’t have to reveal too much information. Minor investment. Minimal commitment. “Just one quick question.”

If you are calm, assured and prepared, the prospect will be put at ease. While you’ll start with a closed-ended question, you might be able to follow-up with one or two additional open-ended questions that will help start a relationship and set the stage for your next interaction.

Research has shown that initial objections from prospects are “throw away” objections. They’re just reacting to an interruption. The objection is not a real objection, but a stated objection.

Sales Tips Wrap Up
The keys to making this really work are:

• Do some research on the company before you call. The one question you’re allowed to ask needs to sound like you know something about the company and their industry.

• Know when to stop. Don’t overuse this technique. If the prospect seems willing to answer a question, don’t keep pushing for more if the prospect is not receptive.

• Be genuinely empathetic with the prospect if you perceive that he or she honestly can’t talk with you at that moment. You can always call back. No need to tarnish a relationship before it begins.

©2010 Scott R. Sheaffer