Peady’s Selling Engagement sponsored by IRD Prospector

Through the years I’ve heard the common objections we all face every day: “No money, no time, no interest, no need” as well as the less common ones like, “used your competitor or tried it and didn’t work.”

However, I’ve also been faced with a number that are just plain weird.

Here’s a sample:

• I can’t meet with you as my dog is due to be put down today
• I used to be in sales so don’t try your selling tricks on me!
• I’ll have to cancel because my girlfriend is pregnant

A great story

This story is true because I know the person involved although I won’t name him.

A client advised this sales person that he couldn’t meet today to finalise the sale that they had agreed on, as he had chest pains and was in the ER. Not a problem said my friend a “can-do” media sales guy (can you see where this is going?)

Yep, he went to the hospital, found the client attached to wires and medical gadgets and asked for the signature; and got it too. His explanation to the client “well if the worst happens this ad campaign will ensure the business continues to do well”.

Evidence I guess that any objection can be addressed!!

How about you?

What’s your strategy when it comes to objections?

First of all, identify if it really is an objection or just a put off – in many cases what we identify as objections are really questions in disguise, mostly driven by a lack of trust.

Bo Bennet summed it up: “An objection is not a rejection. It is simply a request for more information” (by the way his Real Marketing Bull website is worth a visit).

Secondly, find out what the client or prospect really means.

For example, “I have no budget” can mean a whole range of things:

• I have no trust in what you are saying  
• I can’t see that this is worth spending money on
• I have no budget NOW (I might have some later)
• I REALLY don’t have any money
• I could find money if you demonstrate value; at the moment I can’t or won’t

So, if one sentence can mean so many different things why try to “overcome” it with some old fashioned sales technique? Wouldn’t the solution be to simply ask some questions to uncover the real situation?

But….

There’s always a “but”.

If you are going to ask questions they’d better be relevant and you’ll need to have them prepared and rehearsed.

The best questions allow your prospective or current customer to easily tell you the truth. Note: “easily tell you the truth”
Make no mistake, asking great uncovery questions puts you in a position of strength; and even if you feel uncomfortable asking them, questions will drive every effective sales conversation you ever have.

Until next week good selling!
 

About the author 

Stephen Pead is a media industry veteran of 30 years with significant experience in direct sales, sales management and general management. He is based in Sydney and specialises in helping SME’s market their businesses more effectively and providing training for salespeople and sales managers.

He can be contacted at [email protected]