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Management And Training

Would You Hire Your Company? Part Seven

September 19, 2010
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In the sequential order of events to make sales possible, you must ensure that the process of how the sale actually happens is placed firmly in your mind.

Our sequence has added two more stages in the process for those particular customers who need additional stages to be incorporated into our sequence.

Many times, you will not have to take steps seven and eight because you have sold the prospect with the first six.

So, use the additional stages where necessary, but remember that an objection is not necessarily a negative response.

To review from parts one through six:

  1. Pre-approach or brand image
  2. Approach or initial contact
  3. Rapport building or trust building
  4. Information gathering or needs assessment
  5. Presentation or outlining preference
  6. Asking for sale or closing
  7. Objection handling
  8. Closing the sale again

After you have asked for the sale, the prospect may decide to throw you an objection, ask a question or demand additional information to help them make a buying decision.

This is a great time for you to show your real skills.

Many sales professionals look at objections as a negative part of the selling process while, in reality, it is a time to begin to help the customer choose your company.

Different clients take different approaches to selecting purchases.

Some clients choose quickly while some mull over the idea, placing themselves in the position of visualizing what it will look and feel like to have your company service their needs.

They may ask "feeling" questions to get them in the proper mindset to complete the decision making process.

Their processes may include questions or even objections about buying by saying things like, "I think the cost is too high."

These objections are designed to delay the process and allow them to seek additional information to help them make a yes or no decision.

Objections can as simple as those used when we go to stores and say that we are "just looking around."

We know we have arrived at the store to purchase something, but we throw out an easy objection because perhaps we have not arrived to the point of our purchase decision where we are willing to allow ourselves to be helped.

Maybe it is because we are afraid to be sold something.

Our prospects are just like us; they have the same feelings, fears and qualms as we do when it comes to large decisions.

As a sales professional, you have to recognize these objections for what they are.

Do not be afraid of the customer who voices an objection; in fact, welcome the objections — whatever they are.

This tells you that a prospect is engaged, focused and attentive to the sales process.

Too many times, we worry that the prospect is rejecting the sale at this point when the reality may be that they are beginning the personal justification point in their mind.

If you have done a great job in first six steps of the process, your prospect most likely has only a minor objection — or they are testing your response to the objection to see how you handle adversity, work under pressure or face duress.

Objections are, in a prospect''s view, a great test to see how well your company may handle the constant ups and downs of a long-term relationship.

When selling in different environments, you should put together a list of the many objections you hear on a regular basis and have a list of stock answers you can script to help you keep pace with your current prospects.

This will help you stay on script with the selling sequence and close more sales.

Once you have handled the objections to the prospect''s satisfaction, you should ask for the sale again.

If you are looking for different ideas to foster these types of relationships with customers, contact Dane Gregory, a business consultant and trainer specializing in working with companies in the professional cleaning industry. He currently trains technicians in the use of cleaning protocols for stone, tile and masonry surfaces for Institute of Inspection, Cleaning and Restoration Certification (IICRC). He also presents a consulting program for industry veterans as well as newcomers in the cleaning industry to help their company''s reach the next level of success. He can be contacted at

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