Alldealshaveundisclosedlatentpainandthemoreobvioussurfacepain.
Theart istofocusonthe latentpain,whichisunderthesurfacetomostsalesfolks.With allproducts or solutions,thederived benefitsarealways,andI mean always,subordinated to thecustomer’sissues orpains.To start theconversation, “mention thatyourprices arenot thelowest;yoursolutions donothandleevery condition,etc.,andmake themcomfortablein talkingaboutwhatwe calledcontrollednegatives”.
By“asking how on a scale of1:10” how the issue is impacting theirbusiness(inability todo something, achieve certainresults,driveresults by buyingspecificsolutions),and asking a steadystream of questions,you’ll gettothelatentpain, while havingdiffused theobjections.
Once there,focusontheimpact tothebusinessANDthempersonally,bythem notaddressing thepain,bynotfixing theproblem.Ifyouhavealegitimate account,withlegitimateissues,you’llgetlegitimate answers.Yousimplyhelpthecustomertorevealthe pain’simpacttothem,howasolutionwouldfix this, and help themagain toconfirmthattheyneed todosomething.Ifdonesincerely,youwillbuildtrustandthecustomerwill turntoyouforadvice…not feelempoweredto “object” andask you“whatis ournextstep?”Presto,theyjustclosedthemselves!
Bydealingwiththeobjectionsinpaindiscussionsupfront,youdiffusetheimpactandmakeit moreofanon-issue.
The abilityto confidentlyand factuallyaddress objectionsearly inthesales callprevents them from causingtrouble. In fact,it’s extremelyconvincingif you’reaprospectandhearasellertalklikethis(free “gifts of Knowledge”).So you canalwayssay:”We arenottheleastexpensive.Infact,we’re farfromit.But theresultswe drive (specificvalue, $, #, %…) is thebest youcan getout intheindustry.Because ofmydepth ofknowledge and expertisein the(specific areayouarein) field,youget highvalue foryourinvestment.We’ll figureouthowto makeit workwithyourbudget.”
This is atruestatement,spoken with self-assurance,and people believeit,thus eliminating theobjection. Forallpeopleselling,whatobjectionsareyourunningintoeachandeveryday?
Startexperimentingwithyournext prospect.
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