75. How can you avoid going on the defensive?
A customers first objective is to take control of the sales person. This is usually accomplished by having a ready-made objection. Try this reverse psychological questioning approach.
Do you know that you can't sell anybody anything! That's right, it can't be done. No one can sell you or me anything we don't want. And if they do, we will more than likely take it back or resent the fact that they persuaded us to buy it in the first place.
No, you can't sell anybody anything, but here is what you can do. And with this concept your life is about to get a whole lot easier. All you have to do is help people make good decisions. And the good decision will be to buy from YOU.
Here's what I mean.
When you go into a computer store to buy software how do you make your decision? You look over the package and read the benefits the software will provide you. You read the problems it will help you solve. And most importantly, you will see a grid with product comparisons. After you study all the information the packaging provides, you make your decision.
Ask yourself this question: Why would someone want to buy products and services from me? Once you have your complete list of benefits you are ready to make your grid, like they do on the software package.
The next step is to take control by approaching your customer with a negative comment. For example, "This product may not be for you."
I know, I know, that is the exact opposite of how you have been taught to sell. But consider this. Regardless of what a sales person says, a customer or prospect has a natural tendency to disagree and gain control of the conversation. By making a negative statement you can actually get a positive response. On the other hand, if we make a positive statement they will respond with a negative statement.
Let me give you a couple of examples and let you decide.
Let's say you are going to help the armed forces recruiting efforts. Their normal approach has been to try and convince someone to join by presenting all the benefits. Here is the negative approach I am talking about:
"The Army may not be for you! Why not get the facts, see if you qualify, and then make a good sound decision as to whether this would be a good career choice."
Do you see the psychology behind this approach?
"The Army may not be for you."
What does that statement provoke? It makes you ask the question: Why not? Why wouldn't it be for me? It makes the prospect wonder what the facts are, what information do they have that will help me make a good decision. It doesn't insult my intelligence by assuming that they know what I want. It lowers the resistance that comes natural when someone is being presented with a sales pitch.
"Why not get the facts."
This implies a "no obligation" investigation into what they have that I might be interested in. It peaks my interest without undue pressure. And it takes much of the pressure off the seller as well. Instead of having the image of a high pressure sales person, the recruiter becomes a career consultant by presenting their facts and using their comparison grid to help the prospect make a good decision.
"See if you qualify."
This provokes a challenge. No one likes to be in a position of not being qualified.
Like a good lawyer, you always want to take control by asking questions that you know what your response will be. Here are a few more examples you can use to test the concept.
How would you answer these negative questions?
Did I catch you at a bad time?
I have a new, high quality product, but you may not want to look at it?
I have three consulting packages, but you may not want to look at the most expensive one?
Comments:
This one is pretty good. When I first read it I thought well that is crazy. Why would you be negative about it. But it made sense when you say this may not be for you the first thing I would think would be well why isn’t it for me? What do you know that I don’t. It would make you look at it in a different way.
Michelle Jones
I tell my customers frequently that a product may not be right for them, but I mean it. Then I proceed to tell them about the product that is right. This helps build credibility and prevents them from wasting their time and money. My expertise is what they get in addition to the product they purchase.
Danny Swafford
This is an interesting lesson. The statement “See if you qualify “seems to be used a lot by the car dealers this day and age to lure in customer.
I remember selling a used high end amplifier to a guy after I asked him about his related equipment. I made a statement that the amp I had was probably more than he needed. He just had to have it then and bought it [in actuality is was more than he needed with the other components and speakers he had but he had a great amp then to build a better system around.
Cary McAfee
This approach can be successful if it is used in the proper manner and with selected customers. The wording must be to the effect that you do not insult or belittle the customer.
Phil Hackett
When I read this, I envisioned myself saying to a customer..."our service may not be for you". At first, it sounds crazy, but if you think about it, you can spin that statement into a great selling technique. If you follow that up with "Some companies have all the time in the world to recruit and train staff, and they do it right, the first time, every time. However, if your company is not as lucky, let me go over some benefits and see if we might be able to relieve some of your HR and staffing needs.," you might just talk yourself into a deal with a new client.
Laura Czajka
With this type of approach ( which I think can be very effective ) One has to maintain a level of confidence and word the negative in a very specific way. I like setting the challenge in the example “ but you probably do not want to look at the most expensive one “ but it could also backfire terribly as your comment could be perceived by the customer as an insult. You could possibly send a message that you believe the customer is “ cheap”
I would actually prefer “
I have three quality levels of burgers for you to sample Joe. I know you do not normally buy the higher quality products and if you would rather not invest the money I understand. I can’t take it back so try it anyway , I would like your opinion on it in any case.
Alex McQueen
"Assume the customer or prospect has not really raised an objection but that he or she has asked for information."