Dealing with Objections and the Parade of “No’s”

 

Every great sales person knows this – there is space between cause and effect, between the starting of a sale and the closing of a sale. In essence, this is why it’s called a “sales process.” This is about getting to YES and that space between cause and effect is often separated by a parade of NO’S.

The idea of facing buyer objections is as integrated into any sale and is as common to the profession as the morning coffee. Great producers are all over the idea of NO.

 

Secret #14: Embrace the Dark Side

 

EMBRACE THE DARK SIDE is all about the attitude and behaviors surrounding this core aspect of the sales profession – objections and how top professionals embrace it.

Here is the interesting part, sales people know the types of objections they will face are well ahead of trying to make the sale. Most receive specific training around them.  It’s not a secret or some type of unexpected detour designed to throw you off your game. These are known elements in the sales process and great sales people focus on known elements.

 

The Big 3

 

  • Price: Every pro is ready for this. It’s the start of the classic haggle process. Great sales pros don’t fight their battles here. It’s a losing game. They shift the conversation to defining the objection around value. Here is what makes them million dollar producers; they are subtle about this shift. They LISTEN, before they move the conversation to value. When positioned with the right knowledge, value will win over price. 
  • Complacency:  This is the shoulder shrug. Great producers in the book could see this coming from a mile away. The potential buyer likes the way things are. This is about their current reality. Million dollar producers love using a buyers’ current reality. It allows them to paint a picture of a different future, a future where their product or service will create an impact. Establishing a current reality provides a shared starting point between buyer and seller. It is an opportunity to tell stories of other successes and gives them something REAL to build a sales story around.
  • Fear of Change:  This is a tightly held rope often connected to complacency. It is what the buyer’s shoulders have to bear, accountability for the purchase. It’s the responsibility for rocking the boat and the potential for blame. It’s fear of making the wrong choice. A pinnacle sales performer loves the fear of change. The buyer thinks of themselves as all alone, as an island of possible fault. A million dollar seller immediately creates the shared burden of the deal. Many sales people in the study called this their – “we are in this together” moment. This shared moment forms the foundation of what will become a relationship. The sales person becomes a partner!

 

 


 

If NO is the worst thing you can hear and it stops you in your sales tracks, remember that NO creates strategies for a million dollar sellers. It’s not a stop sign but an opportunity to prove their worth, create a relationship, and gather critical data that can be applied to future objections.

Secret # 14, EMBRACE THE DARK SIDE, is about the power that million dollar sellers have discovered in the leverage of NO.

 

Start with the Purpose and the Rest Will Follow.

 

Let thy speech be better than silence.

Dionysius of Halicarnassus

 

He was a retired NBA superstar and took the stage to a huge round of applause.  It was exciting and I was jazzed. I love studying other speakers with the evil intent of stealing as much as possible.  I had my sketch pad ready and we were off to the races, or so I thought. In my notes, I wrote, what is he talking about?  What is the message? I had ten different ideas on what the purpose of the talk was, but even as he ended, I had no idea. It was a classic scatter-shooting, shotgun approach to content.  He had the public speaking chops, but the heart of the message was hidden in fluff. There was no real purpose to the presentation.

In 1974 we sent the first radio wave message into space.  It was called The Arecibo Interstellar Message. Its design and message were INTENTIONAL, PURPOSEFUL and SIMPLE – “we are here.”  Just in case anyone is looking, “we are here.” In a simple visual form it looked like this:

 

 

On November 4th of this year, a bunch of smart guys at MIT had a better idea.  If the core of the message is just “we are here” you should use lasers.  “If extraterrestrial life exists (see the Fermi Paradox – https://www.space.com/25325-fermi-paradox.html ) somewhere in our galaxy, we should use laser technology.  We can create a celestial front porch light.”

 

 

They knew what the purpose of the communication was.  They created their projects with a purpose at the core of their design.  The purpose of a message is at the heart of a great presentation.  What is the core message? Define it and embrace the message in a story and you have the fundamental beginnings of a well- crafted presentation.

Stage presentations, like stories, have a definable beginning, middle, and end, but without knowing the real and true message, the actual purpose of your actions, you may as well fire a shotgun and see where the pellets land.