By Dave Yoho, Dave Yoho Associates Show
It is common to be met with a degree of resistance when you arrive for a sales appointment. Unfortunately, early resistance from homeowners’ is frequently misunderstood and mishandled by most salespeople. Improper management of early resistance leads the appointment down the wrong path and often causes prospects to decide early on that they will not do business with you. Our research shows that many homeowners make the decision not to buy towards the beginning of a sales presentation.
Seemingly, these are not ideal responses. As such, one’s brain processes the information as negative and an inhibitor to the sale. Subsequently, many salespeople will consciously or unconsciously decide that the prospect will not buy from them. The salesperson will also frequently alter or shorten their presentation, and not fully concentrate on the prospect’s responses, missing obvious buying clues. When a salesperson believes that no sale is possible, they will feel validated when they sale is not consummated. However, what if the salesperson had been trained to understand what early resistance really means? No one wants to hear perceived negative responses from prospects, but it is a reality of being a salesperson. Early resistance statements must be understood for what they are: Defensive reactions because the homeowner does not fully trust you or your company yet. In examining why prospects feel compelled to make such statements, we frequently discover that previously unpleasant experiences tend to drive future behavior. Distancing behavior and defensive statements are more easily understood when considering that prospects want to avoid unpleasant or uncomfortable situations. In other words, early resistance is natural, and should not be feared, or lead the salesperson on a path to a missed sale. The dilemma of early resistance can easily be resolved. First, you need to understand why it exists and second, you must have a scientifically structured response that is delivered in the proper manner to defuse the resistance. Here is an example: “I understand Mr./Mrs. Jones and let me put you at ease. I’m here with the understanding that you are looking for some ideas and a price, and that you may or may not be ready to do anything right away. And if you are like most people, two of your needs might be, to avoid an uncomfortable experience with a salesperson, and to avoid paying more than is needed. Am I close on that?” WAIT FOR AFFIRMATIVE RESPONSE “Mr./Mrs. Jones, it’s my hope to provide you with a product and service that’s valuable enough, that when you are ready to get started, my company will be the first you call to complete your project—fair enough? By the way, what did the office tell you I would be doing for you today?” WAIT FOR RESPONSE “Well, I’m going to take it one step further. The office asked me to provide you with a thorough evaluation to understand two important things—what you need for your home, and what you want for your home. Now assuming we can help you, I will show you what is available—including samples, and we will discuss all your options and choices, explain what you can expect from the installation process, and help you create a solution that you will love for your home. If you like what you see, I will create a proposal of exactly what your investment will be—and the best part is, we will guarantee your price for one full year, does that sound helpful?” WAIT FOR AFFIRMATIVE RESPONSE “Great, I also have a copy of our current promotion and it looks as if one or more may apply to your project, so if we get that far, I will explain those to you before I leave, OK?" The above example contains less than 250 words, yet they may be some of the most important and valuable words you will ever learn, because the failure to understand and perfect the initial response to early resistance leads to reduced sales efficiency and earnings. However, by using a systematic response you will overcome objections, build trust, and make many sales that you would otherwise miss. Dave Yoho Associates is one of North America’s largest, oldest, and
most successful small business consulting companies. Dave Yoho has appeared in over 100 training videos. He is the author of the best-selling book: Have a Great Year Every Year (Oakhill Press). His company developed the sales methods which are used by the most successful people in the in home sales industry. Sales is simple, but it certainly is not easy. What makes it even more challenging is that buyers, for the most part, tend to resist salespeople. 3 Things to Change Right Now to Avoid Botching Your Own Sale1. Your VoiceWhy do some perfectly normal sounding people change the way they speak in selling situations? Do you know anyone who does this? SolutionLose the sales voice. Speak like you’re talking with a peer or colleague. Sure, be respectful. Be professional. But use your normal voice tone and cadence. Nothing puts a buyer in sales resistance-mode like the sales voice does. If you think you may be guilty of this, ask a trusted sales peer to listen to your phone calls or come along on a sales call to see if you could use some practice sounding more natural. 2. The Words You’re UsingI know this may be hard to believe, but not only do
most salespeople talk too much, worse, they talk too much about themselves, their company, and their offerings. “We do this, that, and the other thing. We’ve been in business 49 years. Our proprietary processes, our brilliant engineers, our best-in-class solutions.” Blah, blah, blah, blah, blah. SolutionStop talking about what you do and start talking about what you do for customers. When approaching a prospect, lead with the issues your company addresses. What problems do you solve? Which opportunities do you help customers capture? What kind of results will you help them achieve? If you want to engage
a potential buyer’s heart and mind, then talk about what matters to that buyer. 3. The Physical Dynamics of the Sales CallI’ve been on over 2,000 sales calls in my career – about half of those as the salesperson
and the other 1,000 as a third person (manager or coach). I’ve seen some beautiful artistry and wonderfully conducted calls and also observed some really uncomfortable situations. SolutionTry something crazy: Sit next to the buyer on sales calls. If there is more than one seller in the room (which is often the case for second meetings, larger meetings, or presentations), spread out and have someone from your company sit on the buyer’s side of the table. I promise you it changes the entire feel of the meeting and immediately reduces the tension in the room. It communicates loudly that you are interested in working with — instead of pitching at — the prospect. Lower Your Buyer’s Sales ResistanceYes, buyers resist
salespeople. And unfortunately, many of our predecessors have given buyers good reasons to reflexively put up their defenses. As sales professionals, it’s the hand we’ve been dealt. However, we have the opportunity to minimize that resistance with the voice we use, the words we choose, and our physical approach to selling. Are there ever going to be situations where the salesperson can't overcome sales resistance?yes, some types of sales resistance are more difficult than others. for example, loyalty to a current supplier is more difficult to handle than a price objection.
How will you overcome sales resistance?The best way to lower resistance is to disarm the person who's resisting. Disagreeing will cause even more resistance. A tactic to avoid when trying to lower resistance is trying to sell your way out of it. Instead of convincing the prospect that they're wrong, try agreeing with them to disarm them.
Why is it important to anticipate and overcome buyer concerns and resistance?1. By anticipating a buyer's concerns and objections, the salesperson is less likely to be “derailed” when he or she hears them. 2. Anticipating concerns and objections gives the salesperson time to prepare and develop an appropriate response strategy.
What characteristics would you expect to find an individual sales resistance?Sales Resistance. Customer wasn't listening when the salesperson covered a point.. Customer is unfamiliar with the product but does not want to admit it.. Customer does not believe the salesperson.. Customer can't afford the price but won't say so.. Customer never intended to buy and was shopping for information.. |