Walk Away
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A tough sales call can happen even to the best salesperson. Here are four tips to help you get over a sales call that did not go exactly as planned:
- Remember, it is generally not about you
- However, if you consistently get the same objections, your presentation may need work
- Yet, sometimes the objections are out of your control
- The most important thing is to have a short memory, and get back out there
Most of the time, a customer's objections have nothing at all to do with you, particularly if you are cold-calling prospects. There is simply no way for you to know beforehand what situation the customer has just faced, or what other secondary factors they may be responding to instead. While experience, careful tracking, and better call preparation can improve results and reduce some customer objections, they will always be a part of sales. As long as you do not take objections personally, any problems will remain the customer's, unless you make them yours.
The best salespeople are able to prevent objections before they occur, through doing a better job of building rapport, uncovering customer wants, needs, and desires, and then identifying ways to relate product or service benefits to these customer characteristics. If you are consistently experiencing customer objections, then it may be necessary to go back earlier in the sales cycle, to determine where you may be going wrong. After all, the best way to handle customer objections is to prevent them from happening in the first place.
In some cases, a customer's objections stem from genuine differences between your product or service and those of competitors. In these cases, making the sale can be quite difficult, unless you can convince a prospective customer to change their standards of evaluation to ones which favor you. Failing that, it is imperative that you relay these objections back to sales management, so if a trend is emerging (in that competitors consistently have better offerings), alterations can be made to the product or service offering before sales are adversely affected.
No matter how a sales call goes, it is vital that you put it behind you so you can make the next sales call. If you win the sale, it does not necessarily mean you are that good. If you lose the sale, you are not necessarily that bad. Whatever the end result may be, do not let it affect you too much as you prepare for the next selling opportunity, as being overly confident (or less confident) can hurt you if you let it get to you.
Put simply, since most objections are not about you, you can safely ignore them. Nevertheless, repeated objections point to either a flaw in your presentation (if your product or service is solid), a flaw in the product or service (assuming the presentation is good), or possibly both. Still, regardless of whether you make the sale or not, it is important to keep all sales opportunities in their proper perspective.
Copyright 2010, by Marc Mays
Marc Mays is the creator of http://www.myplatinumparachute.com/, which helps first-time small business owners obtain the critical skills needed for their small business success.
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Kelly Clarkson - Walk Away
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