Do you ever meet with resistance from other people – I bet
you do! It might be a customer, a colleague, a member of
your team or even someone in your personal life. Dealing
with resistance or objections is one of the biggest
challenges faced by business people; so let’s consider why
we get resistance and how we can handle it. I’m going to
talk about customer contacts but the same rules apply
whether it’s a colleague or even someone in your personal
life.
Well there’s good news and bad news – first the good news.
When someone says – “You’re too expensive” or “We already
deal with someone else,” or “I don’t agree with you”- then
they may not be telling the truth.
The bad news is – most of them won’t buy what you’re selling
anyway, but don’t cut your wrists just yet because – there’s
more good news.
If you can find out exactly what your potential customer
means when they say – “No” then you have a much better
chance of improving your success rate, getting more sales
and more agreement.
What we need to realise is that, there is no smart answer to
a customer’s objection. Sales people are always looking for
the “things to say” that’ll deal with an objection. How can
you possibly have an answer if the customer isn’t telling
the truth is the first place?
Many sales people believe the customer when they say –
“You’re too expensive”. They then start offering discounts
or walk away from the sale, complaining that their product
or service isn’t competitive enough.
So why do customers say “No”?
Well I don’t want you to burst into tears but the First and
most important reason is that – they may not like you! That
doesn’t mean that they dislike you, it just means that they
don’t know you and they haven’t built any trust or built a
relationship with you. So firstly – get them to like you,
sell yourself, be trustworthy, be a great listener, smile,
be friendly.
The Second reason could be that they haven’t understood
what the heck you’re talking about. Maybe you haven’t spoken
clearly enough or you’ve used too many technical terms or
jargon. This can make you seem like a real “smarty pants”
so, that takes us back to our First reason. The answer
should be simple enough, use language the other person can
understand and keep checking by asking questions.
The Third reason may be that the customer wasn’t listening.
They might have been distracted by something or somebody –
your big blue eyes or the fact that they’re tired, hot and
need a comfort break.
The trick is to keep checking when you’re making you’re sale
or dealing with someone else – “Did you understand that last
bit, Mr Customer or did I make it confusing?”
Fourthly, they may not be the right person. The person
you’re speaking with may be telling you – “We have another
supplier” – however they may not be the decision maker. To
make sure you’re speaking
to the right person, be brave and ask the question – “Is it
you who’ll make the final decision or do I need to speak to
someone else?”
The Fifth reason could be that they don’t like change.
Sometimes our potential customers like to stay in their
comfort zone and they don’t want some salesperson telling
them they have to change their way of doing things or their
supplier. Even although they could possibly save money or
make their life easier; people are generally reluctant to
change.
It’s therefore important to outweigh the customer’s
reluctance by emphasising the benefits of your product or
service. Also, keep selling yourself and appeal to the
customer’s emotional side, don’t be too logical. Always
remember that human beings will almost always allow their
hearts to rule their heads when buying something.
So appeal to the customer’s emotions, keep telling them how
they’ll feel when they’re using what you’re selling – How
good they’ll look or how others will feel about them.
Lastly, it may just be that the customer genuinely doesn’t
want or need or have the money for what you’re selling.
The only way to find out which of these Six points is the
truth, is to keep asking questions, listen carefully to the
customer and watch their body language.
Always remember that – “You’re too expensive” could mean. –
“I haven’t understood a word you’ve said” or “I’m going on
holiday tomorrow” or “My son-in-law works for your
competitor.”
When a potential customer raises an objection, make sure you
know what they really mean before you deal with it.
“You can close more business in two months by becoming
interested in other people than you can in two years by
trying to get people interested in you” – Dale Carnegie
Discover how you can generate more business by motivating
your team!
Alan Fairweather is the author of “How to get More Sales
by Motivating Your Team” This book is packed with practical
things you can do to get the best out of your people .
Click here now
