SKILL
sold something. Was it a completely smooth process – a transaction that took place without questions, con- cerns, or hesitation? My guess is that it wasn’t smooth. A sales department doesn’t exist without objections. Without questions or objections, you don’t need sales professionals; you just need a shop- ping basket on your Website. It sounds counter-intuitive but, if someone responds with a no, it may indicate that, while they have some interest, they’re not interested at that price or within that time frame. How can that be? Well, for starters, they could have just ignored you. Don’t hesitate to ask them why they are choosing to ignore this opportunity you’ve presented. Listen to the actual objection. What motivated them to reject this? Don’t alienate them by bulldozing their concerns with your ready-made counter-argument. This central conflict may be the source of the answer that drives you forward – if not with this prospect, then perhaps the next.
In the spirit of “you learn more from your failures than your successes,” you should take the time to listen to your prospect, validate their concerns, and help them get it all on the table. While articulating their objection, they may reveal more than they had intended, they may talk themselves into it, or they may provide you with an inroad that had not been apparent before.
3. FOCUS ON GENUINE UPSIDE Another great thing about a hard no is that it gives you the freedom to let go and move on to the next lead without looking back. As John Barrows, one of my favorite sales trainers, is fond of saying: “The worst sin in sales is not to lose a deal. It’s to take a long time to lose a deal.” If a prospect is a dead end, you should try to figure that out as quickly as possible.
4. IT MAKES YOU STRONGER The fear of rejection is often what sets apart the good salesperson from the
great. If you live in fear of the word “no,” you’ll make decisions that avoid it. You’ll embrace “maybe” as a better alternative to rejection and, as a result, you’ll close fewer deals. You may even hesitate to pick up the phone at all. A real salesperson does not attach self-worth to rejection. You can’t do that and survive in sales, because – no matter who you are – you’ll lose a lot more than you win. Losing is a neces- sary part of the sales process, and it is not personal.
So, how do you get more nos? Here
are two tips on getting an earlier no from your prospect. First, tell them it’s OK to say no from the beginning. A lot of your prospects will give you the “maybe” response out of fear – they don’t know when or if it’s the acceptable moment to ob- ject, so, out of discomfort, they simply don’t. Instead of this awkward limbo and a delayed response asking you to come back later, give them the op-
portunity to opt out earlier. Let them know that, if they realize you aren’t what they need at any point during your interactions, that it’s OK to stop you and let you know. Second, ask for the answer. The art of the close is just that: an art. You can’t ask too soon or too late. A major problem with deal closing is that some salespeople are afraid to directly ask for the sale. They don’t want to appear pushy, so they don’t ask prospects whether they are ready to move for- ward. Try asking for the sale. Go all out and employ the assumptive close: “So, when should we plan this installation?” No matter your style, you’ll eventu- ally get either yes or no – hopefully quickly. Keep in mind that an objec- tion could be a starting point for further discussion. And remember: It’s a lot better than “maybe.”
Sean Persha is vice president of Sales at DaySmart Software.
VIDEO: DO YOUR SALESPEOPLE USE OR WASTE SALES COLLATERAL?
SELLING TIP
A Good Approach 1. Vary your presentation from account to account with key influentials in mind – especially when addressing a group. 2. Show production people how your product will increase productivity. 3. Convince the engineer, with support backup if needed, that you are technologically knowledgeable.
4. Show the financial executive how your product or service will improve the bottom line.
– RAY DREYFACK
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