Self-Knowledge: An open, sincere, nonverbal stance and a controlled voice can put out all types of fires. Prac- tice leaning forward, nodding, relaxing your facial muscles, and unclenching your hands. Alter a nervous tone of voice by lowering your pitch and volume, slowing down your speaking speed, and allowing some silence between the time the objection is stated and your response to it. Train yourself to control your “over-responses.” There


are four common difficulties in dealing with objections: • Salespeople discuss the problem instead of possible solutions. If you accept the fact that the client is un- happy, you can resolve the objection much faster.


• Salespeople overreact by blowing the problem way out of proportion. Don’t assume something is a major hurdle until you’ve determined the true extent of the objection.


• Sales reps assume that the problem has been dumped in their laps and they are the only ones who can fix it. Not so. Customers often come up with their own solutions when asked in a caring manner about their own ideas and suggestions for coming to an agreement.


• Salespeople sometimes ignore the customer’s con- cerns instead of confronting the objection. Deal with problems on the spot so a smoldering objection doesn’t burst into leaping flames.


CLOSING Many salespeople think of closing as the last phase of a


sales call. Buyers signal interest along the way by making positive comments or asking questions. By getting agree- ment on small things before you ask for the order, you’ve started closing in a gentle way. Remember, there are many closing strategies. A few are listed here.


Alternative Closes: Questions that give a customer a choice of two or three options are easy to answer. That’s why they have a higher success rate. Try using these suggestions: • How (how would you like these delivered – express mail, UPS, or first class?)


• Which (which color do you prefer – blue or brown?)


• What (what payment plan do you like – monthly or quarterly installments?)


• Will you (will you be paying cash or financing your purchase?)


• Where (where should we send the order – to the main office or your warehouse?)


Inducement Closes: Last Chance: Stress year-end tax advantages, coming price increases, deadlines for special promotions, and so


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forth. Just be sure they are 100% true. Similar Situation: Compare other companies that have


purchased your product and are happy with it to those who didn’t buy and have lost profits as a result.


The Best Feature: On the way out, when the customer’s defenses are down, bring up the “Clincher” – that one last benefit or feature you’ve held in reserve.


Always ask for the business: That’s what you’ve spent


your time and your client’s time to do. If you don’t ask for the order, you haven’t earned the right to get it.


FOLLOW-UP Protect your investment by keeping up with the necessary


maintenance of your success building. It is better to find out about problems early than to discover too late that a leaky roof has rotted your structure to the point of collapse.


Thank the Customer: In addition to thanking clients for


the order when you close the deal, send them thank-you notes. Then contact them on a regular basis to tell them about service or new product options.


Root Out Problems: Ask if your clients are happy. Find


out if they have questions. Make sure everything meets their expectations. Look for problems instead of waiting for them to happen.


Answer Complaints Promptly: Putting off the worst un-


til last creates bigger problems. When you get a call about a complaint, take care of it as soon as possible. Always deal with the worst problem first – they make the rest of your complaints seem easy.


Collect Favors: When clients ask for special treatment


– Saturday deliveries, rush orders, personal services – let them know you’ll be happy to help them. But don’t give away your favors. Let clients know you’re going above and beyond the call of duty so they’ll feel obligated to do you a favor in return.


Keep Selling: Once you’ve got an agreement in writ- ing for one order, don’t stop selling. Tie the sold product to other needs you can meet; or, simply ask, “What else can I do for you?”


Ask for Referrals: Satisfied customers are one of the best sources of leads. Why go on cold calls when you can get a hot lead from an insider?


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