Why Do Your Prospects Say No?

This is a question that I ask many of my sales training delegates. It’s designed to make them put themselves in their prospects’ shoes and think about their prospects’ decision making process.

I get a large range of responses to this question, varying from ‘I don’t know’ to specific examples. Here are some of them.

It’s not the right time.

I don’t have the budget.

I’m happy with my current supplier.

I’m not sure it’s the right solution for me.

It’s not value for money.

There are many of these, some of them very specific to the prospect or market place, but these are typically the more general objection responses and I am usually asked to show the delegates techniques that will overcome them.

There is a common theme amongst these and all other objections which, if we understand and believe this then it makes overcoming objections easier and can sometimes help sales people to avoid the objection altogether.

This underlying theme is that the objection has arisen simply because the prospect does not see the benefit in taking action. So, let’s change the language of the objections above.

I don’t see the benefit in doing it now.

I don’t see the benefit in stretching my budget.

I don’t see the benefit of changing my supplier.

I don’t see the benefit in that solution.

I don’t see the benefit in spending that much money on your product/service.

If we start from the attitude that objections come from prospects not seeing the benefit, we can begin to understand how to handle them.

We know that there is a balance between Benefit and Cost and that, when the benefit outweighs the cost, the customer will buy. Taking that on board, and the fact that costs does not always mean money, but could mean time spent or effort taken, objections can be overcome by helping the prospect to see the benefits that can be achieved and building those benefits until they do outweigh the cost.

So, when you get an objection, focus on why the prospect doesn’t see the benefit. Work out how you can more fully understand what aspects of your product or service could be of benefit to them and help the prospect to realise and accept those benefits.

Finally, it is important to understand that, in the sales world, there is no such thing as ‘No’, it’s simply a shorter way of saying ‘Not Now’.

As long as your prospect is suitable for your market, then work on the belief that one day, when circumstances change, that the ‘Not Now’ could turn into a ‘Yes’!

Set effective and relevant follow up procedures to bring that prospect back to the sales process, at the appropriate time.

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