SLH SALES SYSTEM SALES TRAINING MORSEL #38

SOMETIMES WE CAN’T OVERCOME ‘EM

BUT WE CAN ALWAYS DEAL WITH ‘EM

DAVID RUBINSTEIN

EDITED BY

JIM OLSON

I hate it when Buyers object. Why can’t they just be reasonable and do what I want them to do? Lawyers should object, not our Buyers. It just makes sales so difficult.

In getting started, a couple of things need to be cleared up. It’s really not “overcoming objections” because sometimes we just can’t overcome the objection. Sometimes we can do it right and not get the results we want and other times we muck our way through it and still get the business.

So, where does that leave us? We have to deal with the objection.

To begin with, we have to recognize the objection as quickly as possible – Price, Past Performance, Present Vendor, Resistance to Change – Morsel #37. There are four (4) ways to react to – deal with – the objection. It doesn’t matter which you use first or last. Just know these methods are at our disposal.

Things to remember:

1. The Buyer is right.

2. We were the cause of it.

3. We don’t always have to overcome the objection to get the sale.

Here is the first (1^st) of four (4) ways to deal with objections.  Remember, none of these techniques resolve the problem. These help in understanding the situation and deciding what to do next.

IGNORE IT!

This is the simplest course of action. Imagine a Buyer going off because something was delivered late or the paperwork was wrong or for any legitimate reason at all. I am not minimizing a Buyer’s complaint. They could be absolutely right – we did screw it up. It’s just that we have the right to ignore it – at least temporarily.

When I worked for the Oakland A’s back in the 1980s we were absolutely mediocre. From 1982 through 1986, the club was sub-500. 1987 was a 81-81 Team. The real problem was that we just didn’t suck enough! If you lose for a long, long time, you become lovable – see the Chicago Cubs. If you’re amazingly bad, you’re the New York Mets. More A’s losses would have elicited sympathy for the Sales guy. But, no.

So, I learned to “ignore it.” I chose not be dragged into a discussion about how boring we were. I changed the subject. I talked about our fabulous promotions, the weather, anything else. I grew to love the off-season because we were “undefeated!” I talked about the new uniforms, the new players – anything but reality.

One of the benefits of the “Ignore” is that we “don’t go down the toilet bowl” as the Buyer continues to berate us, our  company, our family and friends. We are silently screaming “enough already!”

Of course, ignoring it solves nothing – yet. Stay tuned.

What do you think?

Good Selling!

BLOG – http://selllikehellsales.blogspot.com/

SLH Sales System “Morsels” are meant exclusively for non-commercial use by the recipient. No modifications of any kind may be made without the written permission of SLH Sales System. To be removed from distribution list, simply reply accordingly.

SLH SALES SYSTEM SALES TRAINING MORSEL #37

WHY THEY DON’T BUY

DAVID RUBINSTEIN

EDITED BY

JIM OLSON

Ask 10 Sellers to come up with the number of reasons for Buyers not buying and guess what you’ll get? More than half will say “about a million.” A couple will figure it’s a trick question and say “one.” One smart-aleck will say “73.” Nothing uniform, that’s for sure. And, without knowing ‘em, how can we be expected to deal with ‘em?

My Sales Training experience has shown that dealing with objections is more perplexing than almost any other challenge Sellers face. Furthermore, most Sellers try to deal with these objections by “telling” their way out of it. Which frequently leads to trying to “I believe” their way out. The result is neither  satisfying nor effective.

So, why don’t Buyers buy?

There are actually four (4) reasons that explain this. Each is generic in scope, applying to all industries and products. I believe this quartet covers more than 95% of the reality of not buying.

·        PRICE. And those things financial. It can be as simple as “your price is too high.” Or, “there’s no remaining budget for this buying cycle.” Or, “it won’t fit in the budget.”

·        PAST PERFORMANCE. Otherwise known as the “We screwed up” objection. This Buyer, or their company may have used us in the past and something happened – bad delivery, a breakdown, a bad experience with accounting – you name it – something happened. Amazingly, sometimes we suffer because that Buyer thought it was us and it really wasn’t. Or, they used a company like ours where their experience was bad and we suffer for it. It just ain’t fair!

·        PRESENT VENDOR. What we’re selling they’re getting from another vendor. They are either loyal to another brand or company – or to both.

·        RESISTANCE TO CHANGE. Sometimes folks just don’t want to change what they’re doing. People get “dug in” and won’t move regardless of the wisdom of moving – it’s easier to do nothing than something. This is also known as the “path of least resistance.” For example, my golf group never plays on Thursdays and I asked why. The answer is “because we never do.” Oh!

Take the simple route in Selling. Listen well to your Buyers. With the right questions, they’ll tell you which objections are in play. The next step is to be able to correctly deal with the situation.

In our next Morsel we’ll look at our options and the best techniques in dealing with objections.

How’s that sound?

Good Selling!

BLOG – http://selllikehellsales.blogspot.com/ 

SLH Sales System “Morsels” are meant exclusively for non-commercial use by the recipient. No modifications of any kind may be made without the written permission of SLH Sales System. To be removed from distribution list, simply reply accordingly.

SLH SALES SYSTEM SALES TRAINING MORSEL #36

“SO, WHAT’S YOUR

SALES SIGNATURE?”

DAVID RUBINSTEIN

EDITED BY

JIM OLSON

It’s not the latest pick-up line! But the answer may determine the quality of your sales calls.

There are only three (3) things that come out of the mouth of a Seller.

·        Gottems: Product knowledge, its technical aspects and application.

·        Opinions: Things we think, feel and believe.

·        Questions: Always remember to listen to the answer.

It is really important to know what we’re saying before we say it. And, it’s essential to have a plan going into a meeting. How many of us have such a plan? And, how often do we actually practice before we show up? My experience is that few of us do either of these things and end up “winging it.” How comfortable would you feel if your dentist did the same thing?!

A Sales Signature is established by the ratio of Gottems/Opinions/Questions we deliver while on a sales call. Everyone has heard stories of young wannabe football and basketball coaches who spend countless hours in dark rooms breaking down video-tape of players. Although such drastic measures may not be needed here, there is much wisdom in the process. I suggest an on-going video tape role-play program so that we can understand what is happening and what changes should occur in the sales process.

To get a “feel” of the sales call and truly understand our options, try this:

·        DO A ROLE PLAY WHERE YOU CAN ONLY TALK ABOUT GOTTEMS. I was with a Seller who insisted on going into an incredibly detailed explanation of how an engine in a forklift worked. Talk about boring! An English professor, after bestowing a “C-” on my mid-term paper, told me that “humor, like salt, should be used sparingly.” I use that theory with regard to Gottems. Imagine a world where “Gottem-dumping” is minimized!

·        DO A ROLE-PLAY WHERE YOU ONLY EXPRESS YOUR OPINIONS – THINGS YOU THINK, FEEL OR BELIEVE. If you want to “opinion” your way through a sales call, watch out. Who’s opinion is more important – that of a Seller or that of a Buyer? The Buyer’s position always wins – ALWAYS. It’s what they think, feel and believe that’s most important.

·        DO A ROLE-PLAY WHERE YOU ONLY ASK QUESTIONS AND LISTEN. Now, we’re getting somewhere.

Now, do a series of cold-call role-plays. Break-down the tape by tracking the percentage of each of the trio used. For example, on the first go-round, you might discover that you’re using 30% gottems, 45% opinions and 25% questions. Go again and try to get to 55% questions. And, then to 70%. This is the type of practice that will pay off for us on the next sales call.

I have always tried to stay away from opinions and use Gottems only after I understand what the Buyer needs. It’s the mixing of these ingredients which will produce the most effective sales call. So, be aware of what you say, prepare for your sales calls and make certain that your Sales Signature is what you want it to be.

What do you think?

Good Selling!

BLOG – http://selllikehellsales.blogspot.com/

SLH Sales System “Morsels” are meant exclusively for non-commercial use by the recipient. No modifications of any kind may be made without the written permission of SLH Sales System. To be removed from distribution list, simply reply accordingly.

SLH SALES SYSTEM SALES TRAINING MORSEL #35

UP-SELLING

&

DOWN-SELLING

DAVID RUBINSTEIN

EDITED BY

JIM OLSON

One of the six (6) ways to leverage existing accounts is through up-selling and down-selling. Interestingly, these concepts can be perplexing for both Buyers and Sellers. They are frequently confused with adding-on (Morsel #33). In addition, many Sellers and Managers think that down-selling is a negative thing.

Effective up-selling/down-selling can be ticklish, indeed. It can cause conflict with Buyers by sending a message that “I know more about your needs than you do.” It may come across that we think that we’re smarter than the Buyer.

Up-selling/down-selling is about offering alternatives to the Buyer. Sometimes this solution can be more expensive in the short-term but easier, or actually less expensive, in the long run. It is understandable that Buyers may be suspicious of the Seller’s intentions. It is essential that we tread carefully and very important to get it right.

One of my favorite stories is about a fellow named Joe who had a “honey-do list” for the weekend and needed a shovel. He goes into the store and while checking-out, the Seller asks about the project. Joe has to install 75 linear feet of irrigation for the garden. The Seller suggests he rent a walk-behind trencher that will save loads of time and perspiration. But, it will cost $85.00 for the weekend, certainly more than the shovel. Joe says “no thanks,” completes the transaction and leaves. Well, a couple of hours later Joe, rather sheepishly, returns to rent that trencher because his back is killing him! It made more sense for him to rent the trencher even if it cost a few more bucks.

The simplest way to up-sell/down-sell is by using the “Tell & Chase (Morsel #11)” method.

·        Confirm that you understand what the Buyer is thinking. And, that their solution can work.

·        Introduce the alterative and explain how and why it can work more effectively.

·        Always use a Chaser (Morsel #11).

·        It sounds like this: “I understand what you’re saying and trying to do and it can be done that way. Another way to do it is by doing it this way and here’s why... (explain). Which makes most sense for you?”

When talking about down-selling, I find that Sellers don’t want to go there. There’s a feeling that it’s a bad thing because it yields a smaller order. But, keep in mind when a Buyer says “I don’t think so,” or their budget is slashed, down-selling becomes a very appealing alternative – to us! Remember that seeing the whole picture can provide perspective and an order – although not necessarily what we were hoping.

The real cost of a product involves a number of factors – usage, length of ownership, re-sell value, etc. The real value of any product, though, is determined solely by the Buyer. We should always be vigilant of that.

What do you think?

Good Selling!

SLH Sales System “Morsels” are meant exclusively for non-commercial use by the recipient. No modifications of any kind may be made without the written permission of SLH Sales System. To be removed from distribution list, simply reply accordingly.

SLH SALES SYSTEM SALES TRAINING MORSEL #34

ALWAYS THINK LIKE A SELLER

DAVID RUBINSTEIN

EDITED BY

JIM OLSON

When Selling, how often do we not do something because we think if we were a Buyer we wouldn’t want it to happen to us? For example, the simple act of asking a receptionist for a decision-maker’s cell phone number? Or, actually calling that person on their cell phone? This is what I call “thinking like a Buyer.”

Thinking this way can prevent us from doing what we have to do to make us a successful Seller. It’s like going to the Dentist with a sore tooth. When the Dentist begins poking around, we yell “stop.”  And, when that happens,  nothing gets fixed. We prevent the good Doc from doing what needs doing.

There are a number of things that are uncomfortable about Selling. Making cold-calls probably heads that list. In addition, many Sellers also feel uncomfortable asking for referrals, saying they “haven’t yet earned the right” to ask. Let the person being asked make that decision. Buyers will take care of themselves. We cannot be both the Seller and the Buyer – we need to think like a Seller, because we are!

What do you think?

Good Selling!

BLOG – http://selllikehellsales.blogspot.com/

SLH Sales System “Morsels” are meant exclusively for non-commercial use by the recipient. No modifications of any kind may be made without the written permission of SLH Sales System. To be removed from distribution list, simply reply accordingly.

SLH SALES SYSTEM SALES TRAINING MORSEL #34

ALWAYS THINK LIKE A SELLER

DAVID RUBINSTEIN

EDITED BY

JIM OLSON

When Selling, how often do we not do something because we think if we were a Buyer we wouldn’t want it to happen to us? For example, the simple act of asking a receptionist for a decision-maker’s cell phone number? Or, actually calling that person on their cell phone? This is what I call “thinking like a Buyer.”

Thinking this way can prevent us from doing what we have to do to make us a successful Seller. It’s like going to the Dentist with a sore tooth. When the Dentist begins poking around, we yell “stop.”  And, when that happens,  nothing gets fixed. We prevent the good Doc from doing what needs doing.

There are a number of things that are uncomfortable about Selling. Making cold-calls probably heads that list. In addition, many Sellers also feel uncomfortable asking for referrals, saying they “haven’t yet earned the right” to ask. Let the person being asked make that decision. Buyers will take care of themselves. We cannot be both the Seller and the Buyer – we need to think like a Seller, because we are!

What do you think?

Good Selling!

BLOG – http://selllikehellsales.blogspot.com/

SLH Sales System “Morsels” are meant exclusively for non-commercial use by the recipient. No modifications of any kind may be made without the written permission of SLH Sales System. To be removed from distribution list, simply reply accordingly.

SLH SALES SYSTEM SALES TRAINING MORSEL #33

“ADDING-ON”

HOW TO EASILY GROW YOUR BUSINESS

DAVID RUBINSTEIN

EDITED BY

JIM OLSON

Sales numbers tell us what we take from the market but not what we leave in it!

The simplest way to grow our business is through “adding-on” to current transactions.

Technically, adding-on is “extending” the sale by asking about associated items – “things that go with things.” Every industry and product provides opportunities for add-ons but I’m amazed at how often we stop when we really should go.

The best companies train their Sellers to add-on and make this practice part of their culture.

MACDONALD’S. “Do you want fries with that?” This is asked by every 16 year old who has ever put ketchup on a hamburger. And, then “How about a milk shake or an apple pie?” It happens every time. Why? Because the 21 year old manager says so.

THE MEN’S WEARHOUSE. Of course, suits are the backbone of this business. All of their marketing and advertising – “I GUARANTEE IT!” – talks about the suit. Of course, folks don’t just need suits – they need shirts, ties, shoes, belts, etc. I once attended Suits University, the company’s incredible training institution, and learned how the pros do it. It’s done with a thigh-high presentation table within 10 feet of the changing room loaded with items that complement that suit.

THE UNITED STATE POSTAL SERVICE. Not kidding! On the millions of transactions that occur daily at Post Offices throughout this great country, every unionized, government worker asks whether we need stamps. Think about that training endeavor!

Many companies have computer systems that automatically “pop-up” add-on items which makes it really easy for the Seller. Short of this, Managers should consider designating a “daily add-on” and then track the number of times customers are asked about their need for it. You may want to consider rewarding the “ask” because when we ask, the odds of a “get” increase dramatically.

A pro-active add-on program also “takes the Buyer out of the market.” The Buyer is going to need that accessory but once out of the store, we provide our competition an opportunity they don’t deserve. Interestingly, by our adding-on effort, our Buyers gain through the benefits of a “one-stop transaction,” saving their time and gas – at $4.15 a gallon.

Whatever your industry or product, initiate a proactive add-on program today.

What do you think?

Good Selling!

BLOG – http://selllikehellsales.blogspot.com/

SLH Sales System “Morsels” are meant exclusively for non-commercial use by the recipient. No modifications of any kind may be made without the written permission of SLH Sales System. To be removed from distribution list, simply reply accordingly.