Again and again, people don’t want to be sold. They want to buy, and we need to help them to do that. We need to create the right environment for them to do that. We need to create a comfortable environment. We need to show people where it is going to cost more not to have our product or service than it does to have our service.
We are, however, likely to run into some resistance during this process. Often you will come to the end of your presentation and your prospect will give you some kind of an objection, something like, “I really can’t afford to do this.” Let’s suppose you are in advertising sales, and you have gone into all of the statistics of advertising and the value of your database, and your knowledge of demographics, and your customer has questions and objections to your presentation. You have to be able to take that objection and turn that into the reason to buy.
“Well, John I understand you say things are tight right now and you can’t afford it. But isn’t that exactly the reason that you need to advertise more? Isn’t that exactly the reason that you need to get more people coming into your business across your doorstep? The reason that you’re talking about to not do this is actually the reason that you need to do it. Don’t you agree? If we can figure out a way to have this fit your pocketbook, then is this something you want to do? Are you interested in getting more customers in the door and getting more people to know about your product or service?” And if the answer to that is yes, then that gives you a foundation to go on into the next step.
Turn the objection into a reason to buy. If somebody says, “I don’t have the time to do this. I run a part time business,” ask them, “do you always want to be in a position to not have enough time? No? Then isn’t this exactly the reason that you need to do something else? You need to invest some time in something else, something new so that you won’t always be in a position of not having the time to do the things you want to do.”
Whatever the objection is, many times that can be the exact reason that somebody needs to make a positive buying decision with your product or service.
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