“I am Sam. Sam I am. Do you like green eggs and ham? Would you like them here or
there? Would you like them in a box, would you like them with a fox?”
I think most people have read this Dr. Seuss tale either as kids or to their children.
What is interesting is the relevance this story has to selling. First of all, Sam
is selling a product and although his prospect is not initially interested, Sam
doesn’t let that deter him from asking. Secondly, Sam consistently offers the prospect
a choice when trying to close the sale. Thirdly, he refuses to give up. No matter
how many times his prospect says ‘no’ Sam keeps offering alternatives. In fact,
he offers fourteen options before he finally closes the sale.
Now, I am not suggesting that you pester your customers or prospects but I do believe
most people give up too early in the sales process. We hear a few “no’s” and decide
to turn our attention elsewhere. It is your responsibility as a sales professional
to ask the customer to make a decision - you cannot expect a customer to do the
work for you. If you have been effective in learning about their specific needs
and current situation and presented the appropriate solution to your prospect then
you have earned the right to ask them for their money. Here are a few ideas that
will help you reach this point:
Avoid launching into a lengthy discussion of what you can do for your client until
you thoroughly understand what business challenges they face and the problems, concerns
or issues they need resolved. Use open questioning to gather this information and
avoid making assumptions or jumping to conclusions too quickly. Instead, listen
carefully to what they say and clarify anything that is not clear. Ask them to elaborate
by using prompters such as “uh-huh,” “tell me more,” and “what else?”
When it comes time to present your product or service, try not to limit the prospect
to one option. Provide a choice of solutions that meet their specific concerns.
Explain the benefits of each option, and when necessary, also discuss the drawbacks
of each alternative. However, do not present so many options that the decision becomes
overwhelming or difficult. Be prepared to tell your prospect which option best suits
their needs if they ask.
Speak in terms they can understand, avoiding the use of terminology they may not
recognize. A case in point; as I developed my web site, I found myself talking to
people who were extremely knowledgeable but they used terminology that sounded like
a foreign language to me. I found myself getting frustrated, and in some cases feeling
a bit dumb, because I had to keep asking them what they meant. Be very cautious
how much jargon you use in your presentations and make sure your customer understands
what you are saying.
Recognize that objections are a natural component of the sales process. It’s common
for a customer express several objections before she makes the decision to commit
to the purchase. Don’t take these objections personally and do not assume that it
means the other person is not interested. Understand that your prospect will likely
have specific concerns about making a decision particularly if they have never done
business with you. Clarify their objections to uncover the true hesitation – do
not hesitate to probe deeper to explore the real issues preventing them from making
a decision. In most cases, your prospect will give you the information you need
providing you keep your approach non-confrontational and neutral. Learn to handle
objections in a non-argumentative manner. When you uncover their true objection
keep your response brief and to the point. Talking too much will seem that you are
trying to justify your product or price. Plus, you can sometimes talk yourself out
a sale if you aren’t careful.
Ask for the sale. In many cases, your prospect expects you to ask for the sale.
And as long as you do not pressure or try to coerce them into making a decision,
they won’t be offended by your request. Develop the confidence to ask for the sale
in a variety of ways and begin asking every qualified person for their commitment.
Recognize that many people want to be given permission to make a decision and look
to the salesperson for that permission.
Lastly, take a lesson from Sam and learn the importance of polite persistence. The
most successful sales people ask for the sale seven or eight times and don’t give
up at the first sign of resistance. Research has shown that these individuals consistently
earn more than their coworkers and peers.
Copyright 2004 Kelley Robertson, all rights reserved.
Kelley Robertson, President of the Robertson Training Group, works with businesses
to help them increase their sales and motivate their employees. He is also the author
of “Stop, Ask & Listen – Proven sales techniques to turn browsers into buyers.”
Visit his website at www.RobertsonTrainingGroup.com and receive a FREE copy of “100
Ways to Increase Your Sales” by subscribing to his 59-Second Tip, a free weekly
e-zine.