Written by Sean McPheat |
It’s that wonderful time of the year again! Unfortunately, for many professional sales people, this otherwise joyous and happy time spells a predictable period of slowed sales and reduced income caused by an age-old seasonal objection.
“It all looks very good, but I think I will wait until after Christmas…”
“We are going to hold off until the beginning of the New Year…”
Below are three powerful tips to help you deal with this yearly Christmas break objection.
#1. Up The Urgency
While you always need to infuse a strong sense of urgency in your sales interaction and during the entire sales process, during this time of year, it is imperative that you overwhelm the prospect with the need to act today.
If you have done a proper sales interaction, you should have uncovered some real problems and pain the prospect is having, and exposed the need. You should be able to show the prospect that they are losing or suffering in some way.
Relate the Problem to the Christmas Break
Now take the problems that you have unearthed and relate them directly to the Christmas Break, and illustrate how those problems intensify, grow and become worse during the holiday.
As an example, consider a situation where the prospect is losing customers and your product or service helps solve the problem. If the prospect’s potential customers increase during the holiday, then they lose even more customers during that time.
Relate the problems that you solve to the negative effects of Christmas. Explain that this time of year is not the time to wait, but the most important time to act.
#2. Use the Holiday Yourself as a Positive
Use the Christmas Break objection as a positive reason to act now, before the prospect can use it as a reason to stall. Start out talking about how this time of year is exactly why you are there now.
“Susan, since your store traffic increases so much during this time of year, the savings that our X22 System provides increases dramatically as well. That is why I wanted to get together with you before the start of the New Year.”
“Steve, you get the most value from our service during Christmas, since so many of your employees are out of the office. In fact, the system could actually pay for itself between now and the start of the New Year.”
#3. Expose the Real Objection
Like most economy objections, the Christmas Break objection is usually something else in disguise. Figure out the real objection and deal with it. Here is an example:
Prospect: “Like I said, I love the idea, but I need to wait until after Christmas before I do anything. “
Sales Person: “Sara, can you help me understand exactly what will be different in mid January? I mean, what will change between now and then?”
Prospect: “Ah, well…I’ll have a new budget first of all. I don’t really have the funds right now.”
Sales Person: “Ooh! So, then what you are saying is that it is not actually Christmas, but rather that right now you don’t feel you can afford it. Is that right?”
Now deal with the affordability objection. Another example:
Sales Person: “Ethan, what is it that will be different between now and after Christmas?”
Prospect: “Ah, well, I don’t’ know. I just rather wait until then.”
Sales Person: “So, it is not that anything will change, it is just that you have not made up your mind?”
Prospect: “Ah, yes. I’m so busy during this time; I just need some time to go over all of the options.”
Sales Person: “Oh, ok. Then it is not so much about Christmas or even the New Year. It is really that you just feel you need time to think about it. Is that right?”
Prospect: “Yes. And next month I’ll have more time to sit down and think about everything…”
Now deal with the “I want to think about it,” objection.
Push the urgency.
Use Christmas as your objective, rather than the prospect’s objection.
Expose the truth.
Bestselling Author, Sales Authority & Speaker On Modern Day Selling Methods
Originally published: 8 December, 2011