Written by Sean McPheat |
Suddenly your prospect comes up with a whole load of objections and switches off their interest. It’s as if they just tuned you out and are not listening to anything you say that might influence them.
What just happened? Well, imagine you’re driving your car with the radio tuned to your local radio station. As you leave your local area, what happens to the reception. Of course, it diminishes and you end up listening to a load of static and eventually have to retune or switch off.
Your prospect is going through the same routine. They are listening to their favourite radio station (how this product or service will make a real difference to them), and if you transmit on a different wavelength, they will tune out or switch off their listening mode.
What station are they tuned into? Everyone listens to WII f.m.
Now, before you start thinking about the games console and everything that goes with it, note that WII f.m. stands for ‘What’s in it for me?’
Yes, that’s the radio station everyone tunes into, mainly at a subconscious level. If the message being transmitted is weak, on a different wavelength or cannot be heard because of static, they are going to tune out or switch off.
In our scenario above, you might have been discussing something that was naturally important to you or highlighted something about your services that the customer didn’t think would benefit them; that is, they asked WII f.m. and didn’t get a transmission.
When that happens, they tune out, and the natural way to display that is to come up with objections. These can cause you to falter, stumble and transmit on a different wavelength.
What can you do in these circumstances? Well, firstly, try to determine what the customer is currently listening to. It may be his inner voice arguing with the facts you have just stated. Or their mind may be elsewhere, creating static that interferes with the message.
Whatever it is, try to understand the meaning behind the message. When you are clear on this meaning, you can transmit your answer on the same wavelength they are tuned into. E.g. if they are confused about the pricing structure, clarify what their needs are and identify what it is about the structure that makes them object. If there is room for maneuver, then see if you can explain it in ways that would tune into the station they are plugged into.
If you can, you stand more of a chance of transmitting information on the wavelength you prospect can tune into. If you remember they will always be listening out for WII f.m. you can structure your presentation in a way that will impress them and motivate them to move forward.
Always ask yourself…am I transmitting my message in a form that my client will pick up on? If so, how do I keep it there? Have I done enough homework to understand exactly what motivates my prospect?
Being aware of what drives your prospect’s decision-making process will help you present your message in the right way, and will answer the question WII f.m.
The UK’s #1 Authority On Modern Day Selling
Originally published: 15 June, 2011