dealing woth sales resistance
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Sales Solutions 877-862-8631. [email protected]. www.sales-solutions.biz
When Prospects Don’t Say “Yes!”Turning Resistant Prospects into Paying Customers
Craig James
Sales Solutions
March 24th, 2005
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Sales Solutions 877-862-8631. [email protected]. www.sales-solutions.biz
Agenda
How to use this medium Introductions Content Closing Q&A
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Sales Solutions 877-862-8631. [email protected]. www.sales-solutions.biz
Why don’t prospects say “Yes”?
Fear
Risk
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Sales Solutions 877-862-8631. [email protected]. www.sales-solutions.biz
Of what are we afraid?
making a mistake making the wrong decision disapproval not getting the best value
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Sales Solutions 877-862-8631. [email protected]. www.sales-solutions.biz
Why are we afraid?
Lack of confidence, uncertain Unfamiliar/infrequent purchase Insufficient information Don’t know vendor No trust developed with sales rep
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Sales Solutions 877-862-8631. [email protected]. www.sales-solutions.biz
Trust Level Over Time
0
10
20
30
40
50
60
70
80
90
Time
Tru
st L
evel
TrustLevel
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Sales Solutions 877-862-8631. [email protected]. www.sales-solutions.biz
How does this fear manifest itself?
Stand off-ish attitude Reticent - closed, not open Reluctant to reveal information Hold cards close to vest Resistant Objections
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Sales Solutions 877-862-8631. [email protected]. www.sales-solutions.biz
Objectives
Reduce Fear Reduce Risk Establish Trust by Building
Credibility
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Sales Solutions 877-862-8631. [email protected]. www.sales-solutions.biz
Initial Approach
Goal: Gain commitment to advance process
Expected Resistance Indifference Skepticism
Strategy Anticipate resistance have responses that reduce fear make uncomfortable w/status quo
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Sales Solutions 877-862-8631. [email protected]. www.sales-solutions.biz
Customer Attitudes
Acceptance Indifference Skepticism Objection
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Sales Solutions 877-862-8631. [email protected]. www.sales-solutions.biz
Indifference and Skepticism
Indifference No perceived need, no time, don’t
want to add to plate
Skepticism Questions or doubts about a claim
Neither is really an “objection”
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Sales Solutions 877-862-8631. [email protected]. www.sales-solutions.biz
Objection
A statement of opposition to your offering
Due to a misunderstanding Prospect has facts wrong
Due to a drawback Factual concern about a deficiency
in your offering
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Sales Solutions 877-862-8631. [email protected]. www.sales-solutions.biz
Objections - Two types
Due to a misunderstanding Prospect has the facts wrong
Due to a drawback Factual concern about a deficiency
in your offering
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Sales Solutions 877-862-8631. [email protected]. www.sales-solutions.biz
Attitude
Indifference and Skepticism
Objection
Fear, Risk
Waste time Be sold something I
don’t need
Not make mistake; not make ill-informed decision; not be manipulated, taken advantage of
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Sales Solutions 877-862-8631. [email protected]. www.sales-solutions.biz
Handling Indifference
Acknowledge prospect’s attitude Resist the urge to be defensive!
Create a sense of inclusiveness “Like you, many of my customers initially said
the same thing...”
Convince prospect of the value of continuing the dialogue (your goal)
Once accomplished, you’ve accomp-lished the first step in developing trust
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Sales Solutions 877-862-8631. [email protected]. www.sales-solutions.biz
Handling Skepticism
Acknowledge prospect’s attitude Resist the urge to be defensive!
Create a connection/disarm “You know, if I were told the same thing, I’d
have the same reaction...” Probe to understand the attitude Ask how you can allay their doubt Provide the appropriate proof Once accomplished, you’ve achieved
another step in developing trust
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Sales Solutions 877-862-8631. [email protected]. www.sales-solutions.biz
Objections due to a misunderstanding
Acknowledge the concern Probe to understand
why it’s a concern why it’s important why they believe it to be true
Point out the misunderstanding Would it surprise you to know that...”
Check for acceptance - if you get it, fear declines and trust rises
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Sales Solutions 877-862-8631. [email protected]. www.sales-solutions.biz
Objections due to a drawback
Acknowledge the concern Probe to understand the underlying
concern - and desired benefit Have prospect question the
importance of the benefit If you can provided the benefit with
another feature, make the case If not, refocus prospect on the
bigger picture
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Sales Solutions 877-862-8631. [email protected]. www.sales-solutions.biz
Objections due to a drawback
Refocusing on the bigger picture Review goals and objectives Remind of previous benefits/
advantages they accepted Have them question the
importance of the particular capability you lack Don’t “sell” them. Let them sell
themselves
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Sales Solutions 877-862-8631. [email protected]. www.sales-solutions.biz
The Price Objection
What’s really most important? Lowest Price or Lowest Total Cost
of Ownership? Lowest Price or Best Value?
Few prospects buy the “cheapest” Lowest Price or Lowest Risk?
Most understand “you get what you pay for”
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Sales Solutions 877-862-8631. [email protected]. www.sales-solutions.biz
Fewer Concerns + Higher Trust = Better Positioned
Prospect is relaxed, trusting, and open
Shares information on what it will take for you to win because it’s in his/her best interest
Positioned thus, it’s your game to win!
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Sales Solutions 877-862-8631. [email protected]. www.sales-solutions.biz
Summary
Prospects resist out of fear Reduce their fear by developing
trust Develop trust by being sincerely
interested in helping them achieve their objective
Prospects then open up to their trusted adsvisor - increasing your odds of being successful
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Sales Solutions 877-862-8631. [email protected]. www.sales-solutions.biz
Sales Solutions
Service Offerings Skill Improvment/Enhancement Sales Process Improvement One-on-One Sales Coaching Outsourced Sales Management Sales Round Tables Motivational Speaking
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Sales Solutions 877-862-8631. [email protected]. www.sales-solutions.biz
When Prospects Don’t Say “Yes!”
Craig James
Sales Solutions
877-862-8631
www.sales-solutions.biz