It's Closing Time! part 3

Objections.   Can't sell with them...can't sell without them.   Some objections come from a clients "sense of duty" to the sales process.  They understand you are there to sell them and some resistance is protocol...no one wants to be a pushover.   But some objections are real showstoppers.  The key is getting to the major objections - the ones that really keeping them from buying.   Normally, the Investigation Stage of the sale reveals what they need and why.  The Demonstration Stage shows off your product and provides the benefits to the uncovered needs.  It is in the Closing Stage that objections should appear and you now have the opportunity to handle them and obtain the sale.   How do you get to the real objections?   You ask.   Could it be as simple as saying, "What is your major objection to buying today?"   Yes...it could be.   Since that could be off putting to some of your clients, we have closing techniques.  They are designed to push the "hot buttons" that will convert a fence sitter...into an action taker...a buyer!   Let's take a look at a few more;   The Ben Franklin Close - Good ole Ben Franklin.  Sure, this one dates me a bit, but versions of it can still be effective.  On a piece of paper you make two columns.  On one you write a list of "Pros" - the things they like about the product and it's benefits.  On the other side you list the "Cons".   In a simple world, the pros would outweigh the cons and they would buy your product. Sometimes, there is more "emotional weight" given to something on the con side.  In that case, the list can help you identify the real objections and begin working on them.  It also works well when you have two products and the client has to decide between them.      The Special Offer Close - Everyone wants more...right?  Ever noticed the "As Seen On TV" products always have a special offer at the end?     "Wait...there's more!  If you order now, you will receive not one but two..."  Or the late night infomercial product that costs 3 payments of $39.95 but if you act now, they will make the 1st payment?   Special Offers can come off cheesy, but they are highly effective when done properly.  If a client is leaning toward buying your product, then something "special" could close the deal.  Many products don't lend themselves to special offers or discounts, but for those that do, a good offer can do wonders.   Need Payoff Close - This is a technique from SPIN Selling that focuses on a questioning model (Situation-Problem-Implication-Need Payoff) that can be very effective if used to build the urgency for your product.  Once the client has expressed an explicit need then you provide the "Need Payoff" in the form of a question.  The major difference in this approach is that you "close" before you fully demonstrate your product.   "Mr. Jones, in our discussion, you stated that you have had challenges in the past.  If I can provide you an effective, reliable and cost effective solution, would that be valuable?   The What Can I Do To Earn Your Business Close - I have been involved in some "marathon" sales calls.  The prospect didn't kill the sale but they kept dragging it on.  Fear, procrastination, or some minor objection would keep them from committing.  At some point, you have to ask the direct question;   "Mr. Smith, we have discussed your needs and  I have demonstrated how my product meets all of them, but you are still on the fence.  What can I do to earn your business today?   Simple and straight to the point.  Yes, it puts the prospect on the spot, but under the right conditions, it is necessary to push to get them to be decisive.  Do you run the risk of them saying your cant earn their business?  Certainly, but you will never close 100% of your clients.  I would rather hear it from them now than invest another hour to have the same outcome.   On your next sales call, be intentional about the approach you use to Investigate, Demonstrate and Close.  Many sales people "wing it" and then get so far off track they can't recover.  Lay a foundation that keeps you linear and focused on building need and handling objections.    And above all, always remember...   It's Closing Time!    Until tomorrow, I wish you Money, Power, Success!