Often, when I have solicited my sales teams for training topics they are most interested in, they want the training to be on "overcoming objections." In addition, that has always been (after "how DO you get your hair to look so good?") the most frequently asked question of me in my years of sales leadership.However, while this indicates their heart is in the right place and they are yearning for more, this is NOT the most important question in sales.Sales is a process.It is a psychology.It is about determining the needs and weaknesses of a customer in a relatively short period of time and addressing those needs with your product or service.In order to "make the deal", "negotiate the sale" and come to terms you must show the customer you've got the cure for what ails them.They have to fear standing pat more than making a change.And, to ensure that happens, you have to make sure you set up a strong foundation for the sale through quality introduction, fact-finding and seamless presentation followed by asking for the sale.All of that said, we spend our time trying to crack the customer code on all of these different objections.Why do we do this? I ask because - there is only one objection in the world.Sure, there are variations on a theme.Sure, the customer will hide behind many different objections so they can slink back into their office and hope you exit.Sure, they will cough up deflection objections like having to talk to a spouse or partner or wait until next week or month or year or they are retiring or they are all stocked up on business; you've heard them all, right?Objections are illusions.The Great and Powerful Oz of objections, hiding behind the curtain, is none other than LACK OF BELIEF.Period."Mr./Mrs.Customer, absolutely - I understand your gut instinct is to say you don't have the money / have to think about it / want to look over the information, but let's face it. if you believed this was going to work for you and bring a return on investment, you'd jump at it.For what specific reason do you believe this will hurt you?" Then STOP TALKING.If I asked you for $1 for the Carson Heady Aston Martin fund, you'd turn me down.If I asked you for $100 and told you I could turn it into $1,000 by tomorrow, you would rush to the ATM.Why? Because I showed you value - what is in it for you.You BELIEVE.Customers have money.Customers make decisions without consulting their spouse.Customers - if the facts are the facts and you have shown them how you will fix their problems in their current plan of attack - don't need to think it over.If you settle for the callback, leave a business card or walk out that door, you might as well put their face on a milk carton - it's likely the last you will ever see of them.So, instead of trying to dissect and discern all of these objections, remember it's just one.Lack of belief.Acknowledge their objection, put it in its place, and move forward to your next agenda item - close again by asking the question that forces out the reason for their lack of belief.Don't get me wrong - you can't close them all.However, your job is to get as far as you can in the sales process on every sales attempt and be able to look back and know the specific reason the customer did not believe.Your service may not be for everyone.Your customer may really truly not need it.But if you can answer why the customer doesn't need or believe every single time out of the gates, you did your job.And you will never need to worry about the numbers because you'll look up and they will be there.Trust me.All the best, and make it a great day!
Tuesday, August 21, 2012
The Only Objection in the World
Often, when I have solicited my sales teams for training topics they are most interested in, they want the training to be on "overcoming objections." In addition, that has always been (after "how DO you get your hair to look so good?") the most frequently asked question of me in my years of sales leadership.However, while this indicates their heart is in the right place and they are yearning for more, this is NOT the most important question in sales.Sales is a process.It is a psychology.It is about determining the needs and weaknesses of a customer in a relatively short period of time and addressing those needs with your product or service.In order to "make the deal", "negotiate the sale" and come to terms you must show the customer you've got the cure for what ails them.They have to fear standing pat more than making a change.And, to ensure that happens, you have to make sure you set up a strong foundation for the sale through quality introduction, fact-finding and seamless presentation followed by asking for the sale.All of that said, we spend our time trying to crack the customer code on all of these different objections.Why do we do this? I ask because - there is only one objection in the world.Sure, there are variations on a theme.Sure, the customer will hide behind many different objections so they can slink back into their office and hope you exit.Sure, they will cough up deflection objections like having to talk to a spouse or partner or wait until next week or month or year or they are retiring or they are all stocked up on business; you've heard them all, right?Objections are illusions.The Great and Powerful Oz of objections, hiding behind the curtain, is none other than LACK OF BELIEF.Period."Mr./Mrs.Customer, absolutely - I understand your gut instinct is to say you don't have the money / have to think about it / want to look over the information, but let's face it. if you believed this was going to work for you and bring a return on investment, you'd jump at it.For what specific reason do you believe this will hurt you?" Then STOP TALKING.If I asked you for $1 for the Carson Heady Aston Martin fund, you'd turn me down.If I asked you for $100 and told you I could turn it into $1,000 by tomorrow, you would rush to the ATM.Why? Because I showed you value - what is in it for you.You BELIEVE.Customers have money.Customers make decisions without consulting their spouse.Customers - if the facts are the facts and you have shown them how you will fix their problems in their current plan of attack - don't need to think it over.If you settle for the callback, leave a business card or walk out that door, you might as well put their face on a milk carton - it's likely the last you will ever see of them.So, instead of trying to dissect and discern all of these objections, remember it's just one.Lack of belief.Acknowledge their objection, put it in its place, and move forward to your next agenda item - close again by asking the question that forces out the reason for their lack of belief.Don't get me wrong - you can't close them all.However, your job is to get as far as you can in the sales process on every sales attempt and be able to look back and know the specific reason the customer did not believe.Your service may not be for everyone.Your customer may really truly not need it.But if you can answer why the customer doesn't need or believe every single time out of the gates, you did your job.And you will never need to worry about the numbers because you'll look up and they will be there.Trust me.All the best, and make it a great day!
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