How would you like to end your sales conversation with more “yes” decisions? How often do you find you’re ready to close, but the prospect has objections? This is a common and unnecessary struggle you can put an end to starting now.
You aren’t just a sales person you’re a buyer too. Sometimes it’s as though you forget what it’s like to be on the buyer’s side of the table. When you’re thinking about buying something you don’t buy unless you have a highly motivating reason to give up your dollars to get what’s being offered.
There are 7 steps to helping your prospects uncover their “reason why” they should buy while overcoming their objections:
Facts and proof. The prospect needs to feel confident about their decision and that means they need facts and proof to logically prove to themselves they’re making a good decision.
Visual elements. Seeing truly is believing. It’s easy to show someone a product, however, you must provide visual cue’s even when you’re selling a service.
Remove the risk. The prospect may consider a “yes” decision as being risky. They don’t want to make a mistake or be wrong, so you have to think of ways to take their risk away.
Credentials. The prospect will wonder what makes you qualified to help them if you haven’t already made this clear in your marketing materials. They are less concerned with how many years you’ve been doing this or what degrees and licenses you hold than they are with the outcomes you’ve helped others get.
Evidence. Share examples or case studies to validate your claims.
Positioning. Perception is reality for the prospect. You can formulate their perception of you and position yourself the way you want them to see you through stories. These stories when told correctly make your point for you.
Social acceptance. The prospect likes to know other people like them have used and gotten value from your solutions. Testimonials are an excellent way to demonstrate this.
You usually won’t need all 7 steps in a sales conversation. You do want to be prepared to use any and all of them as needed. You just need to know when to use them.
A big mistake salespeople young to the business make is they get in an objection response debate with the prospect. You never ever want to do this. What you want to do is let the prospect do most of the talking throughout the sale conversation.
Then when you sense it would be likely for them to have a question in the form of an objection you treat it like a question and lead into one of the 7 steps for overcoming objections. You might say, “if I were sitting in your chair I’d be wondering about…if you don’t mind I’d like to share a story with you about (this very concern).” When you take this approach there are several good things happening in the prospects mind:
They feel like you do understand them
They feel like you’re helping them rather than selling them
You’re engaging them
You actually have more control over what you want them to focus on
You’re increasing their level of trust in you
Another big mistake salespeople make is responding to the first objection when they get objections at the close. When you get to the close, and they have an objection never presume the first several objections they tell you are the real objections. Ask them what other objections they have until they tell you they can’t think of anything else.
Then ask them, “if there were a way to remove the objections you’ve just share with me would you be ready to make this purchase?”
This filters out the people who aren’t prospects. If they still couldn’t say “yes” you know either they didn’t have a need for your solution or you weren’t able to help them develop the motivation to act. Thank them for their time and move on.
If they could make a “yes” decision if it weren’t for these things you have a real prospect. Engage them by getting them to write down the risks they face and the potential gains they could have if they go ahead and buy. Show them how you can remove those obstacles keeping them from moving ahead, and you have a sale.
By Daniel Blare