Eliminating Objections [Free Online Training]

One of the most challenging areas of sales for small businesses is handling objections from clients. What do you say when your client says the price is too high? Or if they resist your offer by saying "I'm not sure if I need that right now"?

The trouble is most sellers create objections. They don't take the care to manage the sales conversation in a way that can minimise objections - or even completely remove them!

But it is possible.

In my free 3-part online sales training you can get practical tips on how to minimise client objections.

The training is available immediately at my sales and marketing club... www.BusinessDevelopmentStudio.com. (Look in the right hand column for "How to Eliminate Client Objections".)

Put the tips into action and see the results for yourself.

Can You Recognise the Time to Start Selling?

One of the maxims I have developed is:
Marketing Creates Leads; Sales Creates Clients
In practice, for companies that sell services or technical products, there can be a significant overlap between the Marketing and Sales zones. Let me explain.

Professionals and service providers that work on a project, or ongoing engagement basis, usually find themsleves in frequent contact with clients (and other providers or vendors) while they are delivering their services.

There are project update meetings, discussions with client personnel, vendor meetings, formal reviews and casual conversations over coffee or lunch.

Customer Service and Service Delivery

This type of client contact often falls into the category of ‘customer service’ or ‘service delivery’. That is, you are providing the services that have been previously scoped and agreed to.

However, in many circumstances these points of contact with the client (or vendor) can also be seen as marketing opportunities. These occasions can be treated in a proactive manner. For example you will be reinforcing the knowledge or expertise held by your firm. Or you will relate client success stories to demonstrate points during your discussions. This giving of information (demonstrating knowledge or expertise) is a marketing activity.

Recognise Sales 'Triggers'

During those conversations with clients you could hear comments that may indicate they have a need for additional services or products. I call these comments ‘triggers’ because they can trigger a sales-oriented conversation whereby you can explore their requirements and determine if in fact a sales opportunity exists.

It’s at this point – the ‘trigger’ point – that you need to switch from service delivery mode into sales mode.

The idea of switching into ‘sales mode’ can sound scary to many professionals and technically oriented staff. They don’t want to be perceived as a pushy money-hungry sales person. The good news is, you don’t need to act like the stereotypical sales person.

Sales Mode

Switching into ‘sales mode’ means that you need to do two things:
1) Ask intelligent questions
2) Slow down and listen

Pretty simple really.

But to do this well, you need to have a strategy. You need to know what to ask, and how to respond to possible answers. Importantly you also need to know what to do next. In other words, if you discover a potential need what will be your next steps?

Have you assessed your client interactions so you can recognise the time to start selling?

New Ideas to Win More Business in 2011 - Get in Quick

ALERT: Book your place now on Australia's only sales training course that is specifically designed for people who sell services or technical products. Early Bird rates apply - saving you $250.

Due to my heavy schedule of inhouse training programs for progressive companies around Australia I don't often have the opportunity to present public workshops. In fact I haven't presented the Selling With Confidence public program since early 2010.

I have seen participants make immediate progress and win more business as a direct result of using what they have learned at this program.

No Kidding! One delegate arrived on the second day to report he had won new business the previous night (after the first training day) by using the technqiues at an industry event he attended. Wow!

Dates have now been set for the 2-day Selling With Confidence sales training course in Brisbane, Sydney and Melbourne over March and April 2011. Limted seats - max 12 people per program.

Get details on this sales training course now...

How to Win More Sales From Your Quotes (and Proposals).

You’ve discussed the situation with your prospect. You have the information you need. Now it’s time to prepare your quote or proposal.

You spend time writing-up and reviewing your quote, being sure to address the key requirements discussed with your prospect. You’ve invested time, effort and money in getting to this point.

What do you do next?

How do you communicate your quote to maximise sales?

Practices you should avoid:

* Sending the quote by email, because you don’t have time to talk with the prospect.
* Not calling to see if the prospect has received or reviewed the quote.
* Believing the prospect will read (and fully understand) the quote.

Let’s face it… in many cases the prospect will have additional questions about the quote, or may need to have some aspects explained to them so they can clearly understand how you will provide your product or service. But they are busy too and may say they don't want any further contact.

Prospects will skip to the price.

However if you don’t explain your recommendation to the client they will usually go straight to the price and skip the main contents.

Plus, most times once the prospect has your quote they will be reluctant to meet with you again because they will feel as though they now have all the information they need. It is extra difficult to get them to schedule time with you.

The danger here is that you are the expert in what you provide. If you don’t explain your quote you cannot expect your prospect to have the same degree of insight as you do about how you will deliver the outcome.

Tips for success:

So here are some tips to ensure your prospect fully appreciates how you are proposing to help them.

(1) In your quote include a section on “Our Understanding of Your Requirements”. In this section you re-state the key points identified during your discussion with the prospect. Be sure to include details so they prospect knows you understand exactly what they need.

(2) Position the section on your price within the quote after you have explained the benefits or outcomes. Do not place the price as the very last item or section (typically pricing is on the last page and people flick over to the last page looking for it.)

(3) During your sales discussion let your prospect know you will require a separate time to discuss the recommendations included in the quote. If possible set an appointment for the quote discussion before you prepare the quote. Your objective is to get a commitment from the client to discuss the quote.

(4) Take the quote to your prospect and deliver it in person at the agreed meeting. At this meeting take your prospect through the quote section by section. Don’t just hand over the quote and wait for questions.

Your objectives in using approach your objective are to:
(A) Remain in control of the information flow;
(B) Ensure your prospect does fully understand what you propose; and
(C) Establish yourself as a true professional by helping the prospect with their decision.

Emailing the quote and not following up because you are “too busy” is a wasted opportunity. Instead, be proactive and win more sales.

Your Clients Want to be Led

You may not believe it, but my view is that your clients want to be led.

That’s right… they want to follow you.

Of course they don’t want to follow you blindly. They want to follow you because they believe you can help them.

When it comes to conducting sales conversations I find that many professionals, technical staff and business owners think, “I don’t want to be like a sales person”. So they stay quiet. They don’t probe. And they wait for the client to make a move.

That one negative thought has the potential to prevent professionals and technical people everywhere from being successful in their sales activities. And usually that negative thought is based on their perception of selling as being where you ‘push’ a product or service at your client whether they want it or not.

That’s an old-fashioned and outdated view of what selling should be. And can be.

In reality the opposite is true – professionals need to be conducting proactive sales conversations to truly help their clients.

Remember this:
The only reason your client will want to talk to you is that they believe you can help them.

If they already knew what to do, and had all the information they needed, and were confident about making a buying decision, they wouldn’t bother talking to you.

They are relying on you to understand what they need and lead them through the process of making the right decision for them.

It may be that your client has already checked out your website; read one of your articles; seen a testimonial; heard about you from a friend… but they still need you to take the lead.

So instead of thinking “I don’t want to be like a sales person” and shying away from the sales conversation, you should ask yourself “How can I best help this client?”

In reframing your activity – from ‘selling’ to ‘exploring’ – you will set yourself free of the presumption of having to be pushy.

When you start exploring you will find out what your client really wants. You will gain confidence from having a clear understanding of their needs. You will find new ways of helping your clients, and you won’t be scared of making inappropriate recommendations (because you will understand what they want).

How do you explore? By asking questions.

The art of asking the right questions the right way is a learned skill. In fact that is one of the main learning outcomes from our sales training courses.

It is a good idea to start by asking relatively general questions, and then move on to questions that become more specific. The best questions probe deeply (but with sensitivity) to reveal where the value lies for the client.

Every sales conversation should be run according to your strategy.

Unfortunately many sellers undertake sales conversations and rely on ‘going with the flow’. However the flow often doesn’t go your way unless you plan it to. Having a strategy for your sales conversations is essential.

Your clients want to be led. To do that properly you need to have a philosophy of exploring the clients requirements using a planned question-based conversation strategy.

There is Science Behind This Fundamental Selling Mistake

This article on Fast Company mentions a phenomenon I think is very common in sales. It's when we are doing the selling and assume the client has a particular attitude based on a certain behaviour we observe (or a response we receive from them).

Fundamental Attribution Error:

The judgment (that we make) is what’s called, in psychology, the Fundamental Attribution Error. Meaning that we tend to attribute people’s behavior to their core character rather than to their situation.

The take-away: When selling, don't jump to conclusions about what the client is thinking based on a certain behaviour, or response, from them. Look for other clues as to what might be driving the behaviour. You should attempt to discover if it is the situation that is causing them to react in the way you observe. Maybe they don't act/think/talk like that all the time.

Maybe you can even ask them about it.

Example: "Mary, I notice you don't seem very interested in (mention a certain feature or benefit). Is that right? Can you tell me why?"

Remember your motto when selling: Seek first to understand.

Download Biz Development ebook for Professional Services

Nearly a year ago I released my e-book for technical sales people called The Assassin Analogy. Since then I have received many positive comments and more importantly... continue to see people make immediate improvements to their sales results from using the practical concepts explained in the e-book.

Now I have updated and written a version especially for professional services, consultants, advisors, and coaches - in fact it is suitable for anyone who is an independent adviser.

Download The Assassin Analogy for Professional Services

Of course the e-book is free. Why? It's my gift to those of you who are serious about making long-lasting improvements and who want to build your confidence in managing sales conversations.

Let me know what you think of it!

Remember:
You can enjoy selling when you have the skills for success.

Lessons From The Deck Chair #1: Get Uncomfortable to Grow

Lessons From The Deck Chair #1:
Being Comfortable Is Not Always Productive

When you think of being on a cruise ship, what comes to mind? Maybe having drinks at the bar; onshore excursions; being pampered; or lazy days in a deck chair!

But it's not all that easy. Being on a cruise ship can be confronting. Everyday there are challenges to overcome.

Unless you stay in your stateroom for the entire journey you have to come face-to-face with new experiences, new challenges.

(I know... I know... some of you will be thinking "that's the point of travelling isn't it, to have new experiences"... but stay with me here)

One thing I have reflected on during the cruise is the fact that without stepping up, and stepping out of your comfort zone, you will never get the progress and success you are seeking. You will never learn and never grow.

Sound a bit heavy for deck chair thinking? Let me explain...

If you're not familiar with dinner 'sittings' on cruises, there are often two sittings - an early and a late sitting.

At each sitting it is commonplace for you to be seated with a group of other passengers. Fellow travellers who are completely unknown to you. You may be on a table of eight, with quite a few people you have never seen before - not even onboard.

And... it is expected you will converse with these strangers while dinner is served!

= = =
Think about it... how often would you walk into your favourite restaurant, sit down with a table of strangers, and start talking to them about their day, about their family, and ask "where else have you travelled"?
= = =

But on a cruise you can, and will, do this.

And once you take the leap into engaging with strangers you will be rewarded with learning about them, what they have done, and what you might be able to do too. You will make friends with some, and discover others you don't really mesh with. That's life.

However, you can never go back and undo the learning - you can't remove the experience.

Also, on the ship there is a variety of food available. Food from countries that you would not usually eat - things that seem strange and foreign. But once you try a few dishes you develop a taste for adventure, for trying more new dishes as they are offered.

You start to lose your fear of the unknown. Your boundaries expand. And you learn from that experience.

Life on board also gives you the chance to try activities you would not normally participate in, like playing bingo, which is great fun... even if you are under 75 years of age. It is such a simple, fun game made all the better by an experienced and entertaining caller who announces the numbers with humour and a great sense of comic timing, like "number 8, two fat ladies, number 8".

(I must confess. I developed an early liking for bingo. My parents used to take us to the local bingo games during summer holidays on the NSW central coast.)

The lesson here is that if, in your business or selling activities, you don't try new ways of doing things you will find it very difficult to achieve greater success.

I can tell you now, not everything you try will work out well. Just like trying an unknown dish at the restaurant - you may not like the results every time.

But you learn and move on. Making progress towards your goals.

Staying in your comfort zone may be easy, but it's not always productive.

The Easy Way to Win New Business

Dave was asking me for answers.

He was fed up with hitting the wall again and again.

It happens all too often - sales presentations that lead to nothing.

You put in all the time and effort to find your prospects. Talk over the phone. Prepare your material. Attend a personal meeting. Tell your prospect everything they might want to know.

Then you hear... "Thanks, we'll need to think about it.

"At that moment you know you have lost control - and probably the sale.

Has that happened to you?

Recently I was helping 'Dave' (my client) to fix exactly that same problem.

Dave and his colleague worked hard to make phone calls, identify the decision makers, and take time to meet them in person. But they couldn't progress further.

Why?

It shouldn't have been because of value. The system Dave was offering has been proven over a number of years. They have numerous large clients, some located internationally. And the system would save clients possibly hundreds of thousands of dollars per year - and Dave's price was a fraction of that value.

So what was their problem?

It was simple. They didn't have a strategy to make their sales conversations meaningful.

(1) They didn't ask the right questions that would enable them to remain in control of the process.

(2) They didn't ask the right questions to identify the value of what their system could do for their prospect. As a result they couldn't demonstrate why the client should buy.

(3) They spent too much time telling, and not enough time exploring the prospects situation.

(4) They were submitting proposals based on general estimates of how the client would benefit, because they didn't have specific details.

The answer to this dilemma is to thoroughly plan your sales conversations.

It doesn't matter if your sales conversations go for 10-minutes or 110-minutes, you need a proven strategy to get you over the finish line and win the business.

If you want to learn how to win more business - and avoid the same problems as Dave - download a complimentary copy of The Assassin Analogy (sales improvement guide). It contains plenty of tips and tools to get you on the right track.

If you want personal help to develop a winning sales conversation, make sure you register for a Selling With Confidence workshop. Here you'll learn practical real-world skills and actually develop your own specific sales conversation over two interactive days.

The answer is within your reach.

Dave and his colleague felt relieved. They had the solution. They knew they still had more to learn - and they could see exactly what they needed to do.

For more informative articles visit the online sales and marketing library.

Free Advice - Listen to My Interview on BNET Australia

I've just been interviewed by Phil Dobbie on BNET Australia about how to get technical staff to be more effective in sales roles. Listen to the interview here.

In this 16 minute interview we cover highlights from my recent report The Assassin Analogy.

Use a Competitive Analysis to Win More Business.

[This article is a segment from one of the bonus reports you get when you subscribe to The Assassin Analogy sales improvement strategies.]

You must clearly understand how your services or products compare to competitors.

This competitive analysis should be done from the client's perspective. Be objective. Don't limit your findings.

Some people fall in love with what they are selling. This can be a real trap for technical staff who are absorbed by how good (or how complex) their product or service is.

They can get so mesmerised by what they are offering they create a 'halo effect' in their mind around their products or services.

Note: A 'Halo Effect' is when you allow positive factors to cover up, or obscure, potentially detrimental attributes of your solution. Essentially you create a halo that prevents you from seeing any shortcomings of your product or service.

This can stop you from being critical and making a realistic assessment of what your client will see and think when they review your offer.

Compare Your Competitors Like Your Prospect Does

One method of undertaking a competitive analysis is to use a Weighted Competitive Value Chart. (Example available upon request.)

In this chart you list the key features and related benefits ('potential' benefits). Then you assign an Importance Factor (from 1 to 10) against each key feature/benefit.

The subjective part of this analysis is to make a judgement about your main competitors and give each competitor a Performance Weighting for each key feature/benefit (1 being 'weak' to 10 being 'strong').

When the Importance Factor is multiplied by the relative Performance Weighting the resulting variables can be ranked to give an indication of which competitor might stack up most favourably from the clients perspective.

Create Strong Selling Statements

Whilst this analysis may be seen to be somewhat academic, the real benefit for you is you can start to create your key selling statements that will either:

(A) Establish or reinforce your market leadership; or

(B) Clearly explain any obvious differences to minimise any detrimental impact of potentially stronger competitors.

This competitive analysis will also give you extra confidence if (or when) you are asked by prospects to explain or compare your products or services against others on the market.

How to Avoid Interrogation Syndrome When Selling

In selling and in networking we are told that asking questions is the right thing to do.

And it is.

But how do you stop your questions turning into an interrogation of your prospect?

- Who are you?
- What do you do?
- How long have you been doing that?
- Where is your office?
- How many staff do you have?
- What products do you sell?
- Who are your customers?
... and before you know it, you are in interrogation mode.

Create a Conversation

When you ask questions you should to be aiming to create a conversation.

Sometimes if you get nervous it's tempting to keep asking questions - as that sort of puts you in control of the communication flow, and gives you something to say. But that can be dangerous, because the other person can easily lose interest if they think all you are doing is 'digging for gold' - looking for information you can use to sell to them.

Suddenly your prospect gets turned off and feels like they are being manipulated.

Share Information as You Ask

The answer is to make sure you share information as you ask your questions.

Sounds simple... but in reality sharing information and maintaining a free flowing discussion is quite challenging. You need to read the conversation and know when it is appropriate to add some extra information without interrupting what the other person is saying.

What sort of information can you add?
- Industry data or statistics
- Client success stories
- A personal anecdote
- Refer to a recent (and relevant) news story
- A snippet of relevant detail about why you deliver your services or products they way you do

Very important note: During this conversation you are not really selling, you are exploring. Your objective should be to find out more about the other person.

For networking: You want to know how you can help the other person, and how they may be related to your business activities (e.g. would they make a good referrer?).

For selling: You want to fully explore their situation and understand their requirements so you can effectively handle the sales discussion. And you need to know that before you start to
present your products, services, or solutions to them.

Asking questions is very important.

Even more important is 'how' you ask the questions and your ability to maintain a free flowing conversation that allows you to be authentic and really get to understand the other person, their priorities, and their concerns.

Free Sales Improvement Guide for Companies that Sell Technical Products or Services

I have just relased my new 20-page sales improvement guide - for CEO's, HR Managers and Sales Managers.

Download The Assassin Analogy - the truth about why technical staff don't like to sell.

Others have said:

"The Assassin Analogy tackles the biggest challenge of consulting and technical professionals: why they see selling as a bad. In his usual practical and no-nonsense style, Stuart demonstrates why he is one of the leading global authorities on services marketing. This is a must read."

Edwin Trevor-Roberts, CEO, Trevor-Roberts Associates


"Stuart, I recently read your report ‘The Assassin Analogy’ and I must say, it felt like you had written it just for us! You have identified all the elements we struggle with as a service company when trying to encourage our technical staff to use their knowledge and ability to promote sales. But you’ve not left us with the problems, you’ve identified what we can do to overcome their inherent resistance to sales and having a clearly defined structure is very helpful.

This is essential reading for any service company looking to improve their sales ability and it provides great information for anyone attending a sales training program utilising the S.O.X. Methodology."

Steve Russell, Group Human Resources Manager, Siltech Pty Ltd

3 Steps to Sell More.

I'm going to let you in on a secret.

It's an important part of my Selling With Confidence workshop.

If you don't really want to be a salesperson, but have to sell anyway, you are not alone. Most business owners, professionals, technical staff and service providers dind't choose to have a
career in sales. But they still need to sell to get more clients and increase revenue.

Here's the good news...

If you're trying to win more business from your sales discussions there is a three-step strategy to help you zero-in on exactly what your client wants.

And if you do this properly your client will quickly trust you and clearly understand how you will be able to help them.

They will see the 'value' you are offering and be eager to be your client.

= = = =

Most sales people waste their customer's time by:

- Not listening
- Talking too much
- Not really understanding what the customer wants
- Sprouting off about their services or products

= = = =

A January 09 survey of 230 buyers of professional services found the top way professionals sabotage their own sales conversations is by 'not listening'.

'Talking too much' was also one of the most highly rated problems.

You can do better than that.

Next time you have a potential client in front of you try the following process.

Note - this process will build trust and enable you to learn what your prospect really wants. It will lead to you being able to present a strong case for your product or service that is closely tied to what your client is looking to achieve.

It will prevent you from talking too much.

It will help you win more business.

Ask questions using my S.O.X. (TM) methodology:

S = Situation questions
O = Opportunity questions
X = aXtion questions

Ask 'Situation' questions to discover the facts behind the prospects current situation. What is driving their decision now? What do they know about your services/products?

Ask 'Opportunity' questions to identify the scope of their needs. Sure, they may have a problem, but is it big enough for them to want you to fix it? Will they spend the money? What is their opportunity? What is in it for them?

Ask 'aXtion' questions to gain approval to move into the presentation phase. Your presentation may happen immediately after asking your S.O.X. (TM) questions, or maybe you have to meet with other decision makers on another day to present your solution.

Importantly, your presentation will emphasise the key points you discovered from the Situation and Opportunity questions. You will be able to specifically show a strong connection between what they want, and what you are offering.

This is a simple yet highly effective strategy.

However it is critically important you develop your own set of questions that demonstrate your expertise, and that are suitable for your services, and your type of client.

Then you can use those questions to guide the sales conversation, build trust, and gain commitment from your prospect.


Related link:
Consultative Sales Training

Next trust-based sales training in Sydney Feb 18-19.

A quick message to let you know the next dates for my Selling With Confidence course is in Sydney over Feb 18-19 (Mon/Tue). Get the details and register here.

I've been running this soft-selling training program for 4 years now and theres plenty of testimonials about how delegates have found the innovative approach and structured methodology very helpful in getting better results.

The course is for service providers, managers, professionals, technical staff, and sales people who sell services, technology or complex products.

You will leave the course with a new structure for how to handle your own sales encounters.

Interested? Check the details here online and listen to my brief introduction (click the play button on the page).

Being the best doesn't mean you will win.

In reading this article from the Sydney Morning Herald blog I was reminded of a few recent conversations with clients - about how to present to a group of buyers. The bottom line is that the best service or product doesn't always win the sale.

In one case my client presented to a buying team (a committee). The presentation was mainly a summary of the written proposal. Pretty boring!

When you are presenting, you are selling. And when you are selling you must make efforts to discover what the prospect is really looking for. In the case of the group presentation you really should know (or at least have some idea) about what the concerns are for the individuals you are presenting to.

You need to win over the individuals - give them a reason to want your service.

To find out the sort of information you need, you may do one or both of:

1. Ask around before the presentation. Find out who will be there. See if you can have a brief chat about their major issues, or requirements. Or ask their colleague for some insights.
   
2. Structure your presentation so you ask some questions at the beginning, and then get around to covering those specific areas of interest during your presentation.

If your business hangs on the success of presenting to groups, make sure you know what the 'hot spots' are for your clients business overall - as well as for the individuals that will influence the purchasing decision.

Why you should be asking clients questions.. lots of questions.

Do you know what happens when you do the talking during a sales presentation?

Most often your clients will drift away with their own thoughts. I guarantee it! It's human nature. (keep reading to find out why)

This process is accelerated if you start off your sales calls by explaining everything your company can do for your clients.

Beware... Your clients/prospects will often encourage you to do this by asking something innocent like, Tell me about your company?, or; Why have you come to see me today?

Inexperienced sales people (and this includes technical staff, managers, and even professional advisors) will take this invitation to launch into a sales spiel about how great their company is. Or they will produce a list of services they can provide.

But I'm here to tell you to STOP. Don't do that.

You see, people easily tune-out from your talking because they can think up to 10 times faster than you can speak. So they have plenty of spare space in their brain to listen to you AND still plan the rest of their day, or what they will be doing that evening, or what they need to buy from the shops.

So that's why you should be asking your clients questions. Lots of them. In a professional but inquisitive manner. Keep them talking. You can focus on listening. And they wont get the chance to drift off into their own thoughts.

If you would like to learn more about how to ask these questions, and how to keep your client focused on what you are offering them... then attend one of my Selling With Confidence 2-day practical workshops in Sydney, Brisbane, and Melbourne.