In sales there is a universal axiom that sales trainer Brian Tracy calls “The Law of Six”…
“Clients really have no more than six objections to owning your product or using your service.”
You may hear what seems like countless objects to sales during your career. However, if you categorize the objections you will find they normally fall into six basic categories.
In the Lawn and landscape business, our typical objections are:
- Price / Risk
- Price, cost, budget, or ROI concerns all fall into this category. Price objections are often really about risk. If the sales representative has justified the cost by building value during the interaction, the customer will be less worried.
- We already work with “Competitor.” Your prospects are busy — they don’t want to fix things that aren’t broken. It is your duty to change their mindset and explain why they need the specific value you provide.
- Quality of Service
- If the customer is concerned about the quality of your products or services – e.g., they express doubts about product quality, the training of your personnel, speed or responsiveness of service, or compatibility – these are examples of quality of service concerns.
- Fear of Change.
- This is often related to complacency, having a fear of change can make the decision-making process a difficult one for many business owners.
- Timing / Stall
- Customers sometimes attempt to stall their decision. The closer the sale is to closing, the more pressure the customer feels, and if there is any remaining conflict or anxiety (or no sense of urgency) they may try to stall.
- Trust / Relationship
- The customer might be concerned with the legitimacy or credibility of you or your company. (This indicates that a good relationship has not been established between the salesperson and the client.)
After identifying all objections, you receive regularly, you need to develop iron-clad scripted answers to them. Thus, once you’re armed with airtight answers to these predictable objections, which used to block the sale, your company can set new sales records. The point is you cannot wait until you are involved in the presentation and then try to make up an answer.
You must proactively prepare in advance!
Your job as a professional is to discover for yourself, or with your sales team, the six common objections you hear consistently.
Once identified, it’s a simple process of internalizing and memorizing potent responses…
…Then when the predictable objections appear, you answer easily ad effortlessly and automatically move to the close.
REMEMBER NOTHING HAPPENS…
…UNTIL SOMEBODY SELLS SOMETHING!
Be well, do good work, and keep in touch.