Sell more, Sell Better! by Dr Andrew Goh (2005)
A customer may buy because the sales person was able to appeal to one of these six buying motives.
In wanting to be of maximum help to the prospect, you may have to be skilful in framing your questions so that they yield useful answers for you.
“Minister Prospect, all my clients want these financial objectives for their families should they die suddenly :
1. A decent funeral
2. A continual income for their family
3. A debt free home
4. Freedom from creditors
5. A special education fund for their children”
Then his punch line : Are your financial objectives similar? How may I make them possible in the simplest way?
Now, we all know that everyone’s situation is different, so if you can give me some inputs, I can show you how this works specifically for you. Does this sound fair to you?
A first class effective presentation must be done well – Appease the mind first, and Appeal to the heart next.
In short, this means “Sell on the logic, but close on the emotions.”
Planning and practice go together. There is no time to “pull a fast one” one the prospect. Know your sequence inside out.
In presentations, the “three-in-one” refers to getting your points across to your intended audience effectively. Tom Hopkins says it best :
a. Tell them what you’re going to tell them. (this is your introduction)
b. Tell them what you’re there to tell them. (this is your presentation)
c. Tell them what you just told them (this is your summary)
One common mistake made by rank amateurs is to cram too much into the presentation. Better to state the few points well (and reinforced) than to regurgitate an entire dissertation. Quantity cannot make up for quality.
The ability to turn the very objection into the very reason why the prospect ought to buy must surely rank as one of life’s greatest life skills. So the stronger or more vehement the objection, the more it is possible to “tai chi” or send it back gently :
“Your question please me, Mr Prospect, because it gets to the very heart of the matter and since it is what I like to do, it indicates we are on the same plane”
At this stage, your purpose is to build empathy and help the prospect overcome the objection in his mind. By having a positive outlook, you do not communicate dismay or disappointment that the prospect has raised an objection. Your goal is to reduce and not to remove the objection.
One of the well-tested structured responses is ”
First you say “Obviously you have a reason for saying this, do you mind if I ask what is it?”
Then listen keenly for the prospect’s objection. Once you have ascertained what is the point he is raising (for example, “Too expensive” ) reply with “Just supposing with the moment…, then in your opinion, do you feel… ?”
Just supposing for the moment, it is NOT expensive, then in your opinion do you feel it suits your objective?”
In doing so, you are discriminating between real and imaginary objections. Never try to answer imaginary (non existing) objections. They lead you to no where.
The 4 most common objection types are :
- Unasked question
- Lack of knowledge
- Doubt created by competitor.
Of all the strangest explanations, finally people buy because they feel you understand them.