Customers Who Don’t Know What’s Good for Themselves?
You are an expert complex sales professional and you know how to use prospecting to your advantage. Before you even make a cold call you have already done solid research on your client and are ready to deliver to them multiple reasons why your solution can benefit them. You know exactly how you can save them money or increase their profits; and you know how to communicate this properly.
But what if you’ve done all of your research, are presenting solid information, and yet the potential customer still raises an objection? How do you get around this objection and properly communicate the value of your solution?
There are six basic types of objections that any potential customer will raise. None of these are impossible to get around. For each of them, there is a simple solution. The trick is being able to properly identify which category of objection you are dealing with so that you can apply the appropriate solution and win the sale.
The Six Basic Objections:
1. We’re already working with someone else.
2. We have no need for or interest in this type of solution.
For these first two, the best strategy is to bring up the name of one of your customer’s competitors that you have worked with or some other company that they are familiar with. Say something like, “You know that’s just what [so and so] said until we showed them how much money our solution could save/generate for them.” By bringing in the name of a company that they know (especially their competitor) you have already peaked their interest and made them wonder if using your solution is giving other companies an edge over them.
3. I’m too busy.
4. Send me some info.
Both of these are basically knee jerk reactions. The person who you are working with is busy and the last thing they want to do is talk to a sales person. They don’t yet understand the value of your solution and just want to get back to what they were doing. Use this hurried attitude to your advantage. If they say “I’m too busy,” then you can say “Well then why don’t we just meet instead of wasting time on the phone. How’s Thursday at 2pm?” If they say “Send me some info,” you say “Well, I have reams of info. That would take you forever to get through it all. I’ve got a better idea. Why don’t we just meet and then I can accurately gage just exactly how my company can benefit you.”
5. We don’t have the money right now.
You don’t need to make a sale right away. If the customer complains about not having the proper budget, you can easily put them at ease by saying something like “Whoa, wait a minute, you don’t need to think about buying anything right away. I just want to meet with you so that you can see how our solution can benefit you. Then you can think about it once your budget gets freed up.
This is perhaps the trickiest of all six. Sometimes a potential customer will be so reluctant to speak to you that they will make up a false objection just to get you off the phone. If this is the case you need to recognize it and then work to find out what the real objection is (and it will be, without fail, one of the first five). However, do this while regarding this single caveat: if you can tell that the prospect REALLY doesn’t want or need your product, it might be time to move on. Once you’ve tried to get at the real objection two or three times and you are still being shot down, it is best to just let things lie. Instead of continuing to waist your time with a dead end, try going on to the next potential lead.
Have you seen other objection? If so leave a comment!
Mike & Joe