Most sales strategies, or company training modules, can usually be broken down into 2 common themes; how to sell your company’s product, and why someone would buy it (features and benefits). Which is great, you need to know why your customer would purchase a product, so you can utilise that aspect, bring it to their attention, and make the product or service as a whole, more appealing.
These 2 themes are vital to sales success, however; there is a third, often overlooked theme, that is just as important as why someone would buy a product or service.
You also need to understand the potential reasons someone might not buy your product or service.
This is overlooked in far too many training sessions and sales strategies. If you know why someone would buy your product or service, but don’t understand the common reasons someone might not want to purchase it. You’re only half prepared for a sale.
You probably won’t have a solid, confident response to objections, and will end up trying to think of one on the spot. Which more often that not, doesn’t work well. The customer can tell if you’re trying to think on the fly, and trying to think of an answer in the smallest amount of time possible will never be as convincing as if you can foresee the most common objections and know your response.
If you stumble for words and try to make a convincing response on the fly, your reputation of trusted advisor disappears and you fall back into being just another salesperson trying to convince them to buy.
So how do you avoid this?
- Meet with your sales teams. They’re the ones on the front lines, utilise their knowledge, brainstorm the most common objections, concerns, or even just questions, that your clients have when you’re speaking to them about your product or service.
- Assess these objections and rate them in order of how much of an effect they have on the buying decisions of clients.
- Make a sheet up of the top 5 (or more if you wish) objections or questions that could (if not answered with a reassuring, confident response) potentially prevent a client from purchasing.
- Give everyone in your team a copy and send them away with it, get everyone to think on it over a week or so. This gives them time to think of responses and how to handle certain situations, as well as the opportunity to test their ideas during the week.
- Plan another meeting with your sales teams and go over their best findings. Often, you’ll discover some of their ideas will overlap and be very similar. Once all the ideas are on the table you can decide on what approaches work best.
- Put together a sheet of objections and responses, and give everyone a copy to study. Then keep it. This is a powerful training resource for new salespeople, and will give them a head start when they begin their training with your team.
Tip: Your response needs to show empathy, and show that you can see things from your clients’ perspective, then you can talk through the issue. A great tool to use here is the ‘Feel, Felt, Found’ method. For example;
“I can see why you feel that _______, I’ve had a few clients that felt the same way, but when they discovered _______, they actually found that _______.”
Empathise with them (feel), tell them about someone who felt the same (felt), then explain what made that person overcome the objection (found).
Make sure your whole team understands that the template they have created is a guide, not a requirement that must be stuck to word for word. They need to be able to put their own spin on things to be able to naturally respond, and not every situation is the same, so it won’t work 100% of the time. But having the knowledge of common reasons why someone wouldn’t want to buy, and knowing how to help them overcome that, is a huge advantage.
Remember; you don’t want them to seem condescending or dismissive of your clients’ concerns, your salespeople need to be reassuring, confident, and, most importantly, empathetic in their response. If they have built rapport and the client trusts them, they should be able to dispel the clients concerns quite confidently, and get the client to see their point of view, without having to give their concerns a second thought.
Want to grow your sales?