Dealing Woth Sales Resistance

Sales Solutions 877-862-8631. [email protected]. www.sales-solutions.biz

When Prospects Don’t Say “Yes!”Turning Resistant Prospects into Paying Customers

Craig James

Sales Solutions

March 24th, 2005


Agenda

How to use this medium Introductions Content Closing Q&A


Why don’t prospects say “Yes”?

Fear

Risk


Of what are we afraid?

making a mistake making the wrong decision disapproval not getting the best value


Why are we afraid?

Lack of confidence, uncertain Unfamiliar/infrequent purchase Insufficient information Don’t know vendor No trust developed with sales rep


Trust Level Over Time

0

10

20

30

40

50

60

70

80

90

Time

Tru

st L

evel

TrustLevel


How does this fear manifest itself?

Stand off-ish attitude Reticent - closed, not open Reluctant to reveal information Hold cards close to vest Resistant Objections


Objectives

Reduce Fear Reduce Risk Establish Trust by Building

Credibility


Initial Approach

Goal: Gain commitment to advance process

Expected Resistance Indifference Skepticism

Strategy Anticipate resistance have responses that reduce fear make uncomfortable w/status quo


Customer Attitudes

Acceptance Indifference Skepticism Objection


Indifference and Skepticism

Indifference No perceived need, no time, don’t

want to add to plate

Skepticism Questions or doubts about a claim

Neither is really an “objection”


Objection

A statement of opposition to your offering

Due to a misunderstanding Prospect has facts wrong

Due to a drawback Factual concern about a deficiency

in your offering


Objections - Two types

Due to a misunderstanding Prospect has the facts wrong

Due to a drawback Factual concern about a deficiency

in your offering


Attitude

Indifference and Skepticism

Objection

Fear, Risk

Waste time Be sold something I

don’t need

Not make mistake; not make ill-informed decision; not be manipulated, taken advantage of


Handling Indifference

Acknowledge prospect’s attitude Resist the urge to be defensive!

Create a sense of inclusiveness “Like you, many of my customers initially said

the same thing...”

Convince prospect of the value of continuing the dialogue (your goal)

Once accomplished, you’ve accomp-lished the first step in developing trust


Handling Skepticism

Acknowledge prospect’s attitude Resist the urge to be defensive!

Create a connection/disarm “You know, if I were told the same thing, I’d

have the same reaction...” Probe to understand the attitude Ask how you can allay their doubt Provide the appropriate proof Once accomplished, you’ve achieved

another step in developing trust


Objections due to a misunderstanding

Acknowledge the concern Probe to understand

why it’s a concern why it’s important why they believe it to be true

Point out the misunderstanding Would it surprise you to know that...”

Check for acceptance - if you get it, fear declines and trust rises


Objections due to a drawback

Acknowledge the concern Probe to understand the underlying

concern - and desired benefit Have prospect question the

importance of the benefit If you can provided the benefit with

another feature, make the case If not, refocus prospect on the

bigger picture


Objections due to a drawback

Refocusing on the bigger picture Review goals and objectives Remind of previous benefits/

advantages they accepted Have them question the

importance of the particular capability you lack Don’t “sell” them. Let them sell

themselves


The Price Objection

What’s really most important? Lowest Price or Lowest Total Cost

of Ownership? Lowest Price or Best Value?

Few prospects buy the “cheapest” Lowest Price or Lowest Risk?

Most understand “you get what you pay for”


Fewer Concerns + Higher Trust = Better Positioned

Prospect is relaxed, trusting, and open

Shares information on what it will take for you to win because it’s in his/her best interest

Positioned thus, it’s your game to win!


Summary

Prospects resist out of fear Reduce their fear by developing

trust Develop trust by being sincerely

interested in helping them achieve their objective

Prospects then open up to their trusted adsvisor - increasing your odds of being successful


Closing Q & A


Sales Solutions

Service Offerings Skill Improvment/Enhancement Sales Process Improvement One-on-One Sales Coaching Outsourced Sales Management Sales Round Tables Motivational Speaking


When Prospects Don’t Say “Yes!”

Craig James

Sales Solutions

877-862-8631

www.sales-solutions.biz

[email protected]

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Dealing Woth Sales Resistance

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