Only great salesmen can set fire to the rain
The rain: objections for not buying
The rain during a sales cycle are the reasons, facts and objections that diminishing the changes of winning a deal considerably:
- No local or bad client references
- D&B rating is low
- Grammar errors in product sheet
- Small company
- Acquisition prey
- Unknown brand
- Website id off line
- Price is too high
- Price is too low compared to competitors
- Previous event
- Support is doubtful or unclear
- Gossip in the market bad news travels faster than good news)
- Whatever …
Most salesmen will start looking for the exit as the stress for missing the deal increases.
This is where the great salesman will turn the rain into fire as he will turn objections and negative reasons into reasons to by.
Let the customer do the talking on your open questions
Most sales people will give it just one try formulating an answer or refuting the objection.
Instead great sales people will ask questions and listen to the reasons given.
Reformulating or explaining the objections and reasons will require the potential customer to rephrase his statement which will give the salesman opportunities to learn and get insight in the views and perception. Or the source of the objections which can be the CxO or nay other Director.
In any case while explaining people will always tell more than they wanted as they want to bring relevance to their standpoint.
If you keep posing open questions even more information will emerge.
This should give you as salesman a possibility to change the perception and influence the customer and turn the objections into benefits for your product, solution or company.
The fire: set fire to the rain
As the explaining of the objections will uncover or disclose different reasons, perceptions and decision patterns in the company, making you learn from. This give you an advantage over your competitors who probably won’t know about these.
Hence you could turn the reasons for not buying and objections into the fire for buying as you will know exactly what drives them and holds them back.
Setting fire to the rain.
Let it burn.
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