How To Improve Your Sales Skills
One of the biggest problems for many business owners is the
ability to overcome objections. In fact, for many, this skill
could be the difference between succeeding and going back to
being an employee. Since none of us want to do that, we need to
hone our sales writing skills and our in person skills. This
article will discuss the in person skills.
Objections stop sales. Period. The customer says, "No". Listen
to the objection. For example, the customer says, "It's too
expensive". Don't walk away or hang up, listen. Do they really
think it is or is this just a knee jerk response. Is he/she
trying to buy time, make up their mind. Tell them about the
product, benefits to them, how it can help their business.
Listen to your customer. Let them finish before immediately
jumping in and responding.
Don't over-react by interrupting while they are speaking. First
of all, you cut them off, which upsets them, and secondly you
appear as if you are dying for the sale.
Let the customer finish speaking. Be empathetic. Show you
understand the concern and then deal with the objection. If it's
price, agree, that while it might seem high it's not when you
consider how the product or services saves time, helps them cut
costs, helps expand their business and so on.
Look for solutions. Ask for less. Many times a customer will say
they are happy with the person they are doing business with. In
fact, it might be a family member or a relative. Hard to argue
against. See if you can get part of it. Say, that's fine. Tell
them you just want them to give you a chance to show them what
you can do for them. Point out it is always better to have more
than one company supplying a product or service. A good example
for this area is when the seller is already with a Realtor, or
is adamant about selling it his/her self. Point out that your
consulting with them, or working with them, just gives them
another avenue to help them move their property. Remember, it's
never a good idea to knock the competition.
Concede the point. Sometimes you won't be able to contest the
objection. In that case, go around it. For example, Yes, they
are a good publisher, they do good work at a good price. I'm
good too, I can get you what you need faster for the same price.
Let me prove it to you.
Give in. Sometimes an objection can't be overcome. But unless
it's a one-time sale, you're looking to build a long-term
relationship. Understand that the client isn't currently in a
position to make a purchase or that your service doesn't match
their present needs. Let the customer know you'd like to help
them in the future and stay in touch. Again, for those in Lease
Purchasing, remember sometimes you can't be a part of a deal,
this is where following up with a brochure or seeing if a
consultation is possible, may work.
After addressing an objection, always finish by asking "Does
that answer your concern? This does two things: One, it lets you
know whether you've satisfactorily answered the objection. If
you haven't and don't ask, the person may have decided to forget
the sale. Two, it moves the process along. You've finished with
the objection, and you're ready to move on from there.
Sometimes it helps to personalize the benefits for a particular
customer, so know your stuff. This shows your client you know
their needs, and again stress the benefits to them. Remember,
you need to think like your customer.
Some additional tips when dealing with objections.
Always ask the customer to explain the objection in more detail.
In the explanation you may find an answer to that objection.
Stress what the client likes. If an objection comes during the
closing - for example delivery - go over the quality, price or
other things the customer likes. This give them a positive
feeling about the product/service and the objection is less
important.
Compromises. Price is negotiable. If objections are other than
price, make them negotiable too. For example, if the objection
is service, offer other ways they can reach you, a private
number, as opposed to your office number.
However, remember sometimes a client is going to be
unreasonable. They want you to cut your prices too much, want
more than you can give, or you don't have a good feel about the
person or for the deal. In that case, walk away. Be
professional, thank the individual for their time, but walk.
Copyright 2000, DeFiore Enterprises.