Winning By The “No’s”
Sales and sports share common goals. Perhaps that is why so many players and coaches appear as keynote speakers at industry events – sharing their insights with fellow enthusiasts.
Seldom is a game won on the first effort. In fact, it usually takes nine innings in baseball, four quarters in football, and 60 long hard minutes in basketball of running up and down the court to secure the winning score. It is the second effort made by each player during each play that results in a first-place finish.
In sales, it takes the customer saying “yes” to put us in the winner’s circle. In most cases, those who come in second-place are not remembered; nor is their compensation equal to the first place position.
Those who are intimidated by the word “no” are also fearful of making the second effort. They do not want to be perceived as overbearing or as placing undo pressure on the customer to buy. Worse still, they recoil at being labeled a “typical salesperson” (whatever that may be).
We lose many good people who have a poor reaction to rejection. Let’s realize one fact: Sales means we all face rejection. The good news is that rejection is not defeat. Rejection presents an opportunity to try a different approach.
Think about why you are getting the “no’s.” Does the customer need more information? Do the benefits you present fail to meet the customers’ needs? Could it be that the value of the product does not outweigh the price? Does your presentation fizzle?
Review your process. Do you create value in the products before you talk price (menus)? Are you interviewing the customer prior to your presentation? Do you know your customer’s key concerns (buying motivators)? You need to know what your customers are looking for. Is it security, peace of mind, affordability, convenience, ease of ownership, or dependability?
“No” is your cue to start selling. If you don’t know what to do after your hear “no,” look for educational materials and methods that feature word tracks for objections. Review and reword the ideas to suit your own vocabulary, and then practice. Try what you practice. Tweak as required. Then practice again.
On the field, it is the team that is best conditioned, best prepared, and has the most desire to win that stands in the winner’s circle at the end of the game. Preparation comes from education. Conditioning is the result of consistent second effort. When you add unrelenting desire, you’ll win by the “no’s” every time!
Dealer Marketing, December 2006