Written by Sean McPheat |
You know you did your job. You did a great sales presentation, covering all the bases. You uncovered problems and built tremendous value. You are certain that it is clear to the prospect that the value of the product or service far outweighs its cost.
You created urgency by demonstrating that they are losing, hurting by not owning and everyday they lose more. Finally, you anticipated objections ahead of time and knocked them out long before the close. It was a perfect sales interaction.
No Objection, But No Sale
However, after what seemed by all accounts to be a flawless sales process concluded by a perfect sales interaction, the prospect will not buy. To add insult to injury, the prospect cannot seem to explain his or her reason for not buying. They do not have an objection.
“I just don’t understand, Sarah. You said you could see how our XJ1000 will help you and save your organization at least four times its costs and you said it could fit into this month’s budget. I mean, can you give me some idea of why you don’t want to move ahead?”
“Oh, well, I just don’t want to do it right now.”
You’ve heard those types of objections; the, “I really do not have an objection,” objection.
When this happens, it irritates you so much, because you tend to think that the prospect had no choice BUT to say yes. The fact is, you are right, and that is the problem.
No Alternative, No Options, No Choice = No Sale
When your sales presentation covers every possible objection so well, that it leaves the prospect with no choice, they will often object because they have no choice. People do not like to feel trapped or pressured into a decision.
When you leave the prospect with nothing to which they can object, they can feel like they have no control over the decision, and they will resist.
Leave an Opening
If you have that perfect, flawless sales interaction, you may want to leave an objection for the prospect to bring up. The buyer needs to have something to use as a logical justification for what is actually an emotional decision.
They Want to BUY, Not Be SOLD
The buyer needs to feel that he or she made a well-thought-out decision and not that some fast-talking sales person SOLD them. Leave an objection, (that you know you can handle), on the table for the prospect to use.
Then, do not solve the objection too quickly or easily. Take some time with it. Give the objection validity. Then work WITH the prospect to solve the issue.
Remember that your real objective is to HELP the prospect to buy, not FORCE them to.
Originally published: 29 February, 2012