Dealing Woth Sales Resistance

Sales Solutions 877-862-8631. info@sales-solutions.biz. www.sales-
When Prospects Don’t Say “Yes!”
Turning Resistant Prospects into Paying Customers
Craig James
Sales Solutions
March 24th, 2005

Sales Solutions 877-862-8631. info@sales-s
Agenda
How to use this medium
Introductions
Content
Closing Q&A

Why don’t prospects say “Yes”?
Fear
Risk

Of what are we afraid?
making a mistake
making the wrong decision
disapproval
not getting the best value

Why are we afraid?
Lack of confidence, uncertain
Unfamiliar/infrequent purchase
Insufficient information
Don’t know vendor
No trust developed with sales rep

Trust Level Over Time
0
10
20
30
40
50
60
70
80
90
Time
TrustLevel
Trust
Level

How does this fear manifest itself?
Stand off-ish attitude
Reticent - closed, not open
Reluctant to reveal information
Hold cards close to vest
Resistant
Objections

Objectives
Reduce Fear
Reduce Risk
Establish Trust by Building
Credibility

Initial Approach
Goal: Gain commitment to
advance process
Expected Resistance
Indifference
Skepticism
Strategy
Anticipate resistance
have responses that reduce fear
make uncomfortable w/status quo

Customer Attitudes
Acceptance
Indifference
Skepticism
Objection

Indifference and Skepticism
Indifference
No perceived need, no time, don’t
want to add to plate
Skepticism
Questions or doubts about a claim
Neither is really an “objection”

Objection
A statement of opposition to your
offering
Due to a misunderstanding
Prospect has facts wrong
Due to a drawback
Factual concern about a deficiency
in your offering

Objections - Two types
Due to a misunderstanding
Prospect has the facts wrong
Due to a drawback
Factual concern about a deficiency
in your offering

Attitude
Indifference and
Skepticism
Objection
Fear, Risk
Waste time
Be sold something I
don’t need
Not make mistake;
not make ill-informed
decision; not be
manipulated, taken
advantage of

Handling Indifference
Acknowledge prospect’s attitude
Resist the urge to be defensive!
Create a sense of inclusiveness
“Like you, many of my customers initially said
the same thing...”
Convince prospect of the value of
continuing the dialogue (your goal)
Once accomplished, you’ve accomp-
lished the first step in developing trust

Handling Skepticism
Acknowledge prospect’s attitude
Resist the urge to be defensive!
Create a connection/disarm
“You know, if I were told the same thing, I’d
have the same reaction...”
Probe to understand the attitude
Ask how you can allay their doubt
Provide the appropriate proof
Once accomplished, you’ve achieved
another step in developing trust

Objections due to a misunderstanding
Acknowledge the concern
Probe to understand
why it’s a concern
why it’s important
why they believe it to be true
Point out the misunderstanding
Would it surprise you to know that...”
Check for acceptance - if you get
it, fear declines and trust rises

Objections due to a drawback
Acknowledge the concern
Probe to understand the underlying
concern - and desired benefit
Have prospect question the
importance of the benefit
If you can provided the benefit with
another feature, make the case
If not, refocus prospect on the
bigger picture

Objections due to a drawback
Refocusing on the bigger picture
Review goals and objectives
Remind of previous benefits/
advantages they accepted
Have them question the
importance of the particular
capability you lack
Don’t “sell” them. Let them sell
themselves

The Price Objection
What’s really most important?
Lowest Price or Lowest Total Cost
of Ownership?
Lowest Price or Best Value?
Few prospects buy the “cheapest”
Lowest Price or Lowest Risk?
Most understand “you get what you
pay for”

Fewer Concerns + Higher Trust =
Better Positioned
Prospect is relaxed, trusting, and
open
Shares information on what it will
take for you to win
because it’s in his/her best interest
Positioned thus, it’s your game to
win!

Summary
Prospects resist out of fear
Reduce their fear by developing
trust
Develop trust by being sincerely
interested in helping them achieve
their objective
Prospects then open up to their
trusted adsvisor - increasing your
odds of being successful

Closing Q & A

Sales Solutions
Service Offerings
Skill Improvment/Enhancement
Sales Process Improvement
One-on-One Sales Coaching
Outsourced Sales Management
Sales Round Tables
Motivational Speaking

When Prospects Don’t Say “Yes!”
Craig James
Sales Solutions
877-862-8631
www.sales-solutions.biz
info@sales-solutions.biz

Dealing Woth Sales Resistance

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