A Way of Selling Success
By Steven J. Schmidt
One of the main keys to overcoming an objection is to identify what the problem is and then to find a solution to the problem that the customer has. When a customer doesn't buy a product or service that you are selling, they usually don't understand what it is you're selling, or they're simply not interested. Therefore, it's your job as the salesperson to help them understand what they don't like about your product or service, and/or to create an interest in the product or service so they'll want to buy what you're offering.
Say you're an estimator for a gutter company and you want to sell the customer gutter guards. You have to make sure that you completely explain how the gutter guards work and what benefit the customer will get from purchasing the gutter guards from you.
I've gone door-to-door in residential areas and have encountered this particular issue a lot. Many customers don't realize that a lot of their water backup can be caused from gutter clogging, whether it's from dirt, leaves or mildew.
I've knocked on doors before and when I explained that I sold gutter guards, the customer usually said, " Oh, I'm OK, I already have a metal guard over my gutter." Or they might say, " I have someone that comes once or twice a year and cleans my gutter out."
I would tell them, "That's great, unfortunately the metal guards don't block leaves or dirt coming into your gutters." Or, I might have said, "That is great that you have someone cleaning your gutter, but you're spending $500 or $600 a year, when you can spend a certain amount of money, say $1,200 on something that comes with a 25-year warranty." I would then explain the gutter guards: "Our product is mesh foam that doesn't allow any leaves, dirt, clutter or anything to get in, and it only lets water go through and then falls right down the pipe. The leaves and dirt bounce right off of the gutter guards."
In addition, I would sometimes challenge them, "I guarantee if I go up there right now, I'll bet you that your gutters aren't clean." Usually, they told me not to bother, though some would allow me to prove them wrong.
You see, once a customer understands how your product or service works, they'll be much more apt to buying your product, or at least letting you explain what you have to offer. If they don't even want to let you explain, and don't want to hear anything that you have to say, you have to just walk away.
As you can see, I gained the client's interest by explaining what the gutter guard did, but more importantly how it worked. There were times where I would actually carry a sample of a gutter, with the gutter guard inserted into the gutter. If the customer was remotely interested or somewhat skeptical, I would tell them to run the water on it, as hard as they could, or run a hose on it, so that they could see for how amazing it was for themselves.
So one of the main points in this section is you have to be able to show why the customer will benefit from the product or service you are selling. It would be nice if people went on faith alone, but who really does that anymore these days?
Therefore, the proof is in the pudding as they say, and you have to create interest and carry around props if need be. Either way, when it comes down to it, you have to do what it takes to make the sale and make a believer out of the customer.
Back to Sales Planning: Objections