Don't Overcome Objections - Sell Value

Sales resistance is a function of several things in the sales process. Some of them are:

1. Poor prospect qualification.

2. Poor timing.

3. Hidden agendas on the part of the prospect.

4. Lack of trust.

5. Lack of respect.

6. Lack of understanding by the prospect in some aspect of

your sales message.

7. Lack of acceptance of your sales message.

When a prospect gives you sales objections or sales resistance one of the above issues is usually the case. However, they might not tell you their real reason. There is what I call in the sales process a truth line. Prospects often tell you what is above the line hiding the real truth below the line. For example. The prospect says, the price is too high.” What else could they really be saying? What is below the truth line. “I don’t have the money or credit. You haven’t convinced me it is worth the price you are asking (perceived value). I don’t have the authority to make a decision , but I don’t want to admit that. So you see there is more to sales resistance than meets the eye. One technique I have used when I get sales resistance is to ask the prospect a question when I get any type of objection. “In addition to that is there anything else that would get in the way of our doing business together.”

The rationale for this question is: I am accepting their objection as real for them. I am not challenging it. But, I am asking what else is there? If there is nothing else they will either admit that there isn’t or make one up. In either case I am further below the truth line. If they admit there isn’t I am now closer to closing the sale presuming I can effectively deal with this issue.

The key to disarming sales resistance is to identify early in the process what the potential areas of concern are and then weaving the answers into the sales process.

You can effectively answer sales objections all day long and still not close the sale if you are not dealing with the real issues.

Why people challenge price.

Prospects, customers want several things from their suppliers. Fair price, quality products and services and timely service. (not in order of their preference) Surveys that have been done of consumers say that most consumers want: Timely and responsive service first, quality products and services second and low price third. For over 20 years I have surveyed my sales audiences and asked them what they think is most important to consumers and the results have been consistent: Low price, quality and service last. We seem to have a difference in perception here.

There are three elements that must be understood by salespeople if they are going to effectively deal with the price issue. First there is price. That is what people pay for what they buy. Second is cost. That is what they pay for what they buy, over time. And then there is perceived value. That is what they want for the money they pay.

Most consumers tell salespeople that what they want is low price when what they really want is low cost. Now I know that many of you will take issue with this statement but I only ask that you consider for a moment what you as a consumer want. Do you want the cheapest or that which solves your problem or answers your need or desire?

Most prospects or customers want their problems solved. They know that you get what you pay for and that the distaste of poor quality lasts far longer than the sweetness of low price.

People object to price when they feel that what you are asking them to pay is higher than their perceived value. Most poor salespeople when they get price resistance, lower the price. Most of the time it is not a price or cost issue but one of too low perceived value. How do you raise perceived value? Find out what is preventing your prospect or customer from getting a good nights sleep and show them how your product or service will satisfy this need or want or even better exceed their expectations for value, and I guarantee you price will be secondary. Not, cost, but price.