Research your customers
Of course, your product or service is the best. That’s why you’re in business. You want the world to know, but first, you’ve got to know your customer. Taking the easy wins means doing anything you can before your meeting to identify every detail about your customer that will add value to your objective – from the smallest of observations to the biggest of pictures.
Find out your customer’s strengths, weaknesses, ambitions, failures, competitors, and challenges. Gathering as much intelligence as possible before your meeting will not only give you confidence but will bring your customer over to your side.
If sales is your religion (and it should be), the products and services you are selling should carry your faith. Or, put another way, before you sell to others, you should sell your product or service to yourself. It’s the first step in sales psychology.
And if you have complete faith in what you’re selling you have more chance of converting others to your faith. But how do you know if you’re sold or not? Try this: Get a piece of paper, draw a line down the middle and title the left column “Not Sold” and the right column “Sold”. Now list out all of the features or aspects of what you’re selling in the relevant columns. I do this exercise at least twice a week.
Now you’ll end up with elements of your product or service that you’re not totally sold on – and you can act on that until you get absolute confidence in what you’re selling. Only then are you ready to sell.
Mind your language
Not the verbal kind, but your body language. Get it wrong, and it will be a deal-breaker. Turn up five minutes early. Be immaculately dressed. Shake hands firmly, pay attention to how you sit or stand. First impressions count. Show your customer your care and respect. Converse like you mean it. Be enthusiastic about the things you tell them. Listen to what they say and ask as many questions as you can. Above all, make sure your signals are working for you and not against you.
Provide enough information
Why do people have objections? Assuming that you’re not completely mis-pitched, your prospect’s reticence could be down to pure and simple resistance to change. What’s interesting about resistance to change is that in the majority of cases it is not connected to the facts you’re presenting, but instead it’s based on the irrational fear of something new which manifests itself as satisfaction with the way things are currently.
If you’ve identified this in your prospect, it could be down to the fact you haven’t provided enough information. And this is easily resolved.