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| SALES HINTS... |
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Too often salespeople confuse a stall with an objection. But they’re wrong. An objection is a specific, usually strong, dislike for your offer and, at least in the prospect’s mind, a good reason not to buy. A stall is the prospect’s way of saying I need more information. In a stall you need to think about what is making the prospect hesitate. In an objection you need to look at what you did or didn’t do to create the attitude Almost all salespeople fail to see a stall for what it is, ending up by trying to handle these hurdles as objections. And yet, what stalling customers are really saying is “I am not quite sold yet. Sell me some more.” This gives you a second chance, so do it right! Here’s how… Never challenge a stall. Since the prospect offered no specific reason for hesitating, don’t force him to come up with one. Challenging a stall creates conflict, not sales. Don’t try to manipulate the prospect. If you’ve learned any manipulative sales techniques, forget them. They do more harm than good. The old barrier selling technique of trying to get the prospect to agree with you rarely worked, even in its heyday, and it certainly doesn’t work today. Identify a Universal Stall Breaker. The USB is a capability of your product or your company that minimises any possible risk to the prospect who agrees to buy. Every company has one. Yours might be a money-back guarantee, a no-hassle return policy, a try-and-buy arrangement, extended terms, or a comprehensive warranty. Whatever the capability, do not present it to the prospect up front. Hold the USB in reserve, in case you hear a stall when you ask for commitment. When you hear the stall, follow this procedure…
2nd: Confirm the stall in your own words (demonstrate you have heard) 3rd: Restate the benefits the prospect liked before the stall arose 4th: Present the USB 5th: Ask for commitment again Far too many salespeople fail to ask for commitment even once in a sales call. With this stall-breaking method you are asking twice. More important, you have followed the prospect’s lead by doing exactly what the stall really asked you to do: “Sell me some more”. Believe it, you will make more sales.
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