By Paul Bunn
“Whenever you find yourself on the side of the majority, it is time to reform (or pause and reflect).”
– Mark Twain
I’ve done a bit of internet searching about objections. In the majority of sales training websites, “overcoming objections” is listed as a critical part of any sales process. There are a multitude of techniques and tactics offered, including memorizing the 150-plus common objections and using 135 or so phrases to overcome them.
When you are trying to get people to do something they don’t want to do (such as getting them to give you an appointment, or persuading them to buy something they don’t want to buy yet) you generate sales resistance in the form of objections. Sales resistance is the most prevalent root cause of the objections that salespeople have to continue to try to overcome.
What if there was another way to achieve a closed sale without having to overcome objections? What if there was a way to prevent the sales resistance that causes nearly all the objections heard by salespeople?
Our research, compiled over 40 years of observing top salespeople in the field, has shown that they eliminate the cause of most objections… by changing the approach to selling. Several key observations came from this research, two of which are:
Top producers approach prospecting in a very different way. Instead of attempting to convince a prospect to make an appointment, the goal of their prospecting is to find the prospects that don’t require convincing and persuasion to make a purchase. Contrary to popular belief, these prospects exist in every market we’ve encountered.
Then, these top salespeople approach selling in a very different way. On the rare occasions that an objection comes up, they acknowledge and discuss it with the prospect in a manner that we describe as “full disclosure.” They discuss the detriments of their offering as well as the features and benefits, which prevent an objection from becoming a deal-killer.
If you want to learn the process and mindset of top producing salespeople, you want to learn more about High Probability Selling.
Until Next Time…Sell Well
Jacques Werth – High Probability Selling