Let's face
it: the greatest accomplishment for a member of the sales community is
closing a deal with a skeptic. Many who are proficient at this art agree
that it is far more gratifying to convince someone who initially felt
your product was not necessary that it indeed is, than to complete what
the industry terms an "easy sell." Lucky for us all, plenty of doubters
buy products and services everyday. Let us examine eleven of the
fundamental techniques used by those who succeed in persuading the worst
of cynics.
Know
your product/service
Know it inside and out, backwards and forwards. You should know its
strengths, weaknesses, and any proprietary features. Also understand
the factors that influence its supply and demand. All of these will
strengthen your presentation and help the skeptic make a more
informed purchasing decision. There should be nothing that anyone
can tell you about what you solicit. You will definitely be asked
questions, so be prepared to demonstrate all aspects of your
product/service in response.
Know
your prospect
Along with knowing your product comes knowing your prospect. Strive
to know all you can about your target demographic and potential
clients. Make sure you deal with the decision maker. You should know
their purchasing habits, what motivation determines their choice,
and how long a buying decision takes. You must understand how your
product fits into their overall purchasing strategy. When you know
the buying habits of your prospect, you can use it to develop a
longer-term sales plan—that means repeat business. Put yourself in
the most favorable position to get a "yes" by focusing on what most
concerns your prospect.
Believe in your own words
You will never be effective selling something you do not believe in,
particularly to someone who is already skeptical. Your lack of
enthusiasm will be an obvious as you attempt to convince your
potential buyer. When you emanate passion and confidence, you break
down the wall of doubt the cynic has built. To not be a pillar of
strength during your presentation is a sure-fire ticket to an abrupt
"no." If you are lucky enough to sell a product you do not believe
in, you still lose because you risk killing referral business and
losing the trust of your customer.
Be
transparent
Too often, we give strong pitches with lots of hype and little
information. We will say, "If you want these benefits, buy my
product." This is done with the hope that a prospect's curiosity
about your bold claims will be enough to convince them to purchase.
The idea that if you divulge too much information, you could
dissuade your prospect is a far too common falsehood. Be prepared to
give as much information as needed to convince the potential buyer
to make a purchase. Transparency builds trust. Things people do not
understand will always be greeted with "no." The more information
available when making a purchasing decision, the more likely they
are to say "yes." Another benefit of being transparent is the more
resources you divulge free of charge, the more likely you are to
generate interest in your product/service.
Gain
trust by associating yourself with things they respect
By offering endorsements and testimonials, especially from
well-known sources that your target market respects, you strike the
chord of "trust." Many a skeptic has purchased based on the
recommendations of individuals they respect. Secure associations
along these lines and look to align yourself with trusted agencies
through strategic partnerships. Major endorsements mean less
resistance and lots of sales.
Offer a free trial, incentive, bargain, or guarantee
The structure of your offer can play a key role in building trust
and enticing your prospect to buy. There are many variations of
each, but incentives and guarantees are great ways to gain your
potential buyer's confidence. Guarantees and free trails allow the
skeptic to try the product/service before determining if your offer
is a good fit. Incentives and discounts are also valuable tactics as
they make the cynic feel they are getting a value. People always
love the feeling of getting something for free and buying when it is
a low/no-risk transaction. By guaranteeing the quality of your
product/service, you disarm the skeptic and encourage them to buy.
You also communicate an important message that you are confident in
what you sell.
Compare and differentiate yourself from your competitors
Know the nature of your business. Is it commodity based, where the
low price bidder wins? Is the strength of your brand a factor? Is
there something unique about your offer? You must understand your
competitors and their advantages and disadvantages. Once you have
both the knowledge of your competitors and an understanding of the
skeptic's needs, you can choose the most effective marketing angle.
We offer such phrases as:
"The lowest cost"…you play to the desire for value
"The official"…you validate for authenticity
"The best"…you show superiority
"The only"…you offer exclusivity
If possible, demonstrate the differences that make your
product/service unique or superior.
Sell
the relationship, not the product
Contrary to popular belief, the best salespeople not only close
deals, they foster relationships. Relationships are more valuable to
both you and the prospect than a one-time transaction. For the
salesperson, relationships bring repeat business and the ability to
cross-market your offerings; increased referrals because you gain
access to the prospect's network base, and the ability to charge a
premium because of the higher perceived value of your relationship.
For the skeptic, relationships help build trust. These bonds let
them know they will not be abandoned after the transaction is
finished. Ultimately, they are buying a relationship with you and
your firm, not the product/service, so approach selling that way.
Focus on benefits offered and value delivered
Self-interest is the skeptic's primary concern, so focus on how your
product/service solves their problem, fulfills their need, or
satisfies their desire. If your prospect is solely bottom-line
focused, your presentation should be centered on how your product or
service will make or save them money. If your product satisfies a
desire, focus on how it fills an emotional void. Emotional selling
differs from bottom-line selling because it focuses on feelings
rather than metrics. Remember to focus on the benefits that concern
your potential buyer; anything else will make a skeptic lose
interest and you lose the sale.
Isolate their objection
In life and business, two of the greatest challenges are making
intelligent decisions and properly following through on them. One of
your fundamental goals as a salesperson is to help people make
informed decisions. To do so, ask two types of questions: those to
better understand your potential buyer and his/her needs, and
questions designed to lead your prospect to buy. A series of
well-placed questions will allow you to isolate any objections. You
should brainstorm every possible reason a skeptic will not buy from
you and comprise an effective solution or rebuttal for each. Any
other question should be crafted in a way that allows for only one
reasonable answer, and that answer should compel your prospect to
agree with you.
Don't seem desperate!
Your emotional state will be apparent to a skeptic. Never appear as
though you "need" a sale. Everyone avoids a hard-pressed individual.
Often we are conditioned to give to and buy from those who do not
need our money. It is the same principle that makes us more likely
give a rich man fifty-cents to make phone call because he has no
change, than to a homeless man in need who makes the same request.
Therefore, it is imperative that you operate from a mindset of
abundance. Understand there is always a bigger sale out there, so
you need not be pressed for this one. Your confidence will put the
cynic at ease and make them more likely to buy from you.
Once internalized, these 11 points
will mesh into an effective sales strategy. You will begin to think of
them not as individual points to be mastered, but one comprehensive
selling technique. They are designed to compliment each other and give
you a thorough footing for selling to those who are naturally doubtful
about you and your service. Master them and win!
About the author:
Vicky Therese Davis, William R. Patterson, and D. Marques Patton are
co-authors of the acclaimed business and personal finance National
Bestseller, THE BARON SON: VADE MECUM 7. Vicky Davis is Founder and
Chief Executive Officer of Indulgence Jewelry Corp. William Patterson is
Co-founder and Chief Executive Officer of the Warcoffer Capital Group,
LLC. D. Marques Patton is Co-founder and President of The Warcoffer
Capital group, LLC. To receive their breakthrough book and over $3,631
in FREE success gifts, visit:
http://www.baronseries.com
