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Sales Training - Takeaway

By Walter Cherepinsky

People want what they can't have. It's just a fact of life. Whether it's the blue-collar worker driving by the dealership to look at a fancy car he can't afford; a teenage girl longing for the older bad boy; or a kid shoveling snow and mowing lawns so he can buy an uber-expensive PlayStation 3, sometimes people will stop at nothing to achieve something that seems impossible to attain.

That brings us to the Takeaway sales technique. As I mentioned in the Sales Training: Presumptive Close page, I worked for a mortgage company whose hook was an incredible 1.25-percent refinancing deal.

If that sounds too good to be true, it definitely was. The 1.25 percent was a 5-year deal for home owners who had perfect credit scores. Yet, people seemed to think the 1.25 percent was a 30-year refinancing model available for everyone.

Now, I would never advocate lying to a customer. My boss misled people with his 1.25-percent offer, but that was his way of attracting people to his business. It was our job as salespeople to guide the potential buyers away from the 1.25 percent and into a refinancing offer that would save them a lot of money on monthly payments.

If I got a call from a potential customer inquiring about our 1.25-percent deal, I would use the Takeaway technique and say, "Yes, we have that deal, but it's not for everyone. Let me take down your information and see if we can get you into that deal or another one of our packages that will save you the most money possible."

Once a person is told that they might not be eligible for something, they're more than likely to become eager to prove that they are. Thus, they're more than willing to give you their information.

If they had an average credit score and weren't even close to being eligible for the 1.25 percent, I would call them back with an offer. If they asked about the 1.25 percent, I would say, "I actually found something better for you. If you refinance with us, you'll be able to save $900 in monthly payments, which is about $11,000 for the year. Is that something you'd be interested in?"

The customer would shift their thoughts from the 1.25 percent to the $11,000 a year they would save with our company, and swiftly agree that it was a good deal.

Thus, they came to our company looking for a 1.25-percent deal, and even though they weren't eligible for it, they were told they could save tons of cash with one of our packages. The lack of a 1.25-percent deal, once a potential objection, would then become a non-factor.

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