| A sales manager who reads this newsletter | | | | selling for awhile, you might be thinking "sales |
| regularly suggested the topic for this issue. | | | | objections are great - each sales objection moves |
| "I read your news letter weekly, and would like to | | | | me one step closer to closing the sale." I know |
| see some information, or suggestions that deal | | | | that I was taught that years ago in IBM Sales |
| with overcoming sales objections, such as cost, | | | | School. |
| and 'no time right now.' Thank you and I look | | | | In traditional selling, this is true. Your supposed to |
| forward to further readings in the future." | | | | get in there, make your pitch, and fight down the |
| Time and money are the most critical resources | | | | sales objections until you get an order. |
| that everyone has - whether we are speaking of | | | | Consider an alternative - just avoid sales |
| an individual or a business. Both time and money | | | | objections completely. |
| are abstractions that measure the amount of | | | | It is possible. |
| resources that we have available to expend. | | | | How? |
| So if someone claims "I don't have the time for | | | | Find out the pains, desires, and values of the |
| this right now" or "I'm sorry I just don't have the | | | | prospect. Show them a solution involving your |
| money", then what this person is really telling you | | | | prospect/service that meets these. Find out |
| is that you have not justified why they should | | | | precisely what they want by asking questions. |
| expend their precious resources on what you are | | | | Use this knowledge to propel the sale forward. |
| selling. | | | | Propel them toward what they want to have, |
| If you dig down into any "sales objection", | | | | eliminate, or most value. The prospect will sell |
| ultimately you will find either time, money or both | | | | themselves, and will be able to resolve their own |
| at the root. | | | | "sales objections". |
| Let's take a look at a few common sales | | | | If you think about it, your easy sales were like |
| objections: | | | | this. Your hard ones, or the ones you lost, |
| -That looks too complex for me = time. | | | | weren't. |
| -We don't have any budget money left = money | | | | I want to make one more point here while I am |
| -We already have a supplier for that = time and | | | | thinking about it. Finding your prospect's pains, |
| or money | | | | desires, and values is somewhat different than |
| -I don't have the staff to support that = time + | | | | discussing and presenting benefits to him. Benefits |
| money | | | | are great for marketing and online selling (because |
| -Sorry, we don't need that = time and/or money | | | | these are non-interactive). |
| -I can't talk with you right now = time | | | | Use benefits for your marketing and online selling |
| In all of these examples, the seller hasn't | | | | efforts. Use questions to determine the true pains |
| demonstrated his worth or value to the prospect. | | | | and wants when selling. Find out what people and |
| So if someone gives you a sales objection, then | | | | businesses want to avoid, have more of, or |
| he is really telling you that you haven't shown him | | | | desire most. Then show them how you can help |
| anything of value to him. You haven't justified to | | | | them get what they value most. |
| him why he should expend his precious resources | | | | © 1999-2004 Shamus Brown, All Rights |
| on you. | | | | Reserved. |
| If you've read any sales books, or been around | | | | |