How To Ethically Sell To Your Prospect, Even If Th

How To Ethically Sell To Your Prospect, Even If They Say No.

by: Charles Kangethe

What you are about to read… is a closing technique I learnt many years ago whilst working as a sales rep.

Too many marketers let go on the first no.

If you really believe in the value and benefit of your product or service to your prospect, then you need to learn about กPreemptive Marketing.ก

Tip #1 Learn To Differentiate Prospects

There are three groups of prospect

1) Those to whom you will never sell because they have no need for your product or service. Vast majority

2) Those to whom you might sell, if only you can overcome initial objections. Majority of the rest.

3) Those to whom you sell automatically, because of your reputation and the quality of your products and services. Very small minority.

Your marketing should focus on the second group. There is nothing you can do about the first and the third largely take care of themselves.

Once you understand this you will be less fearful of alienating prospects which is the reason most marketers give up on a sale too soon.

Tip #2 Why Do Prospects Not Buy From You ?

There are four broad reasons why prospects will not buy from you.

* Money The product is priced too high, or too low either in absolute terms or in comparison to the competition.

* Functionality The product has too much functionality or too little. In the first case it is too complex or complicated to operate in the second it provides little benefit to the prospect.

* Timing Your prospect has just bought a competitors product, or they are just window shopping in anticipation of a future purchase.

* Competition Your competition has a powerful brand presence in the market place that makes it difficult for you to compete.

Tip #3 What Is PreEmptive Marketing ?

In order to apply Preemptive Marketing Tactics go through these stages.

Phase 1 Understand your prospect in detail. What motivates them ? What are their problems and issues ? What solutions are they looking for ? What value do they place on the solution ?

Phase 2 Brainstorm ALL of your prospectกs possible purchasing objections. Use the objection groups in step #2 to help you.

Phase 3 For each objection, decide on credible and persuasive responses.

Phase 4 Using popup technology and / or autoresponders deliver the responses to prospects who did not click on กBuy Nowก after reading your copy.

Tip #4 Examples Of Credible Responses

Here are some example Credible Responses to Frequent Purchasing Objections

* Too Expensive

Ask your prospect to make you an offer If your product has sunk costs that you have covered, then any offer is probably acceptable. If you still need to cover the production costs, give the prospect a floor price you are willing to accept and ask them to bid, above the floor.

* Too Cheap

Tell your prospect they can have the product at a discount to the already cheap price ! If they like the product then they can send another payment for what they think the product is really worth.

* Product Too Complicated

Offer a discount on standard price and offer to train the prospect for F’ree in how to use the added functionality.

When you design your products, do so in a modular fashion so functionality can be added or removed to the core product.

* Product Too Simple

Offer a discount with a guarantee of F’ree upgrades when the functionality is added.

Ask your prospect to make you a reduced offer based on their evaluation of the functionality.

* Prospect Was Window Shopping

Offer your prospect a discount for buying before a date you set in the future. Make sure the discounts are removed when that date is reached, else the tactic loses credibility.

* Prospect Bought A Similar Product From Elsewhere

Offer your prospect a discounted price and an extended returns period during which they can compare your product against the previously purchased one.

* Competitor Brand Is Dominant

Do a กwarts and allก comparison of your product against the market leader. Line them up and let your prospect make the buying decision based on information rather than กbrand awarenessก

Brand your own product, service and business with your USP.

Tip #5 Practical Preemptive Marketing

Armed with your list of objections and a response for each, create your sales pages and apply an exit popup to everything except the กBuy Nowก or กOptInก buttons.

You also need to set up an autoresponder with the responses to the objections as the topics for your mails.

The use of exit popups and autoresponders in this way is nothing new. However, what is different in this tactic is the detail of objections to which you respond.

You must have answers to the entire range of objections your prospect may have to make this work.

The way you present the information on your กPreemptive Responsesก Popup and autoresponder is also critical to the success of this tactic.

The objection must be headlined in an attention grabbing way, so that if that objection applies to your prospect they will be drawn into your response.

Relevant Resources

Quick Tactics To Brand Your Business http://www.simplyeasier.com/ownarticles.html

Article by Bob Leduc Neutralize Unspoken Objections To Increase Sales available from http://www.sbishere.com/article.html/598

When Objections Get In The Way http://common.ppmg.net/NEWSltc/021108.htm

The Psychology Of Closing http://common.ppmg.net/NEWSltc/021101.htm

Conclusion

Make it a business philosophy of yours not to let the sale go on the first no !

Use Preemptive Marketing tactics to persuade warm prospects that they can and should make the purchase despite their initial objections.

These tactics will not appeal to people who would never have bought from you, but a few of those who read your copy and are still undecided may convert much to their own and your benefit.

(c) 2004 Charles Kangethe

About The Author

Charles Kangethe of http://www.simplyeasier.com is a leading new wave Netpreneur and a published author from England. The กSimply Easierก brand name is your guarantee of high value, quality Marketing Products, Services and Resources.

[email protected]

This article was posted on April 16, 2004

by Charles Kangethe

Selling the Dr. Seuss Way

Selling the Dr. Seuss Way

by: Kelley Robertson

ขI am Sam. Sam I am. Do you like green eggs and ham? Would you like them here or there? Would you like them in a box, would you like them with a fox?ข

I think most people have read this Dr. Seuss tale either as kids or to their children. What is interesting is the relevance this story has to selling. First of all, Sam is selling a product and although his prospect is not initially interested, Sam doesn’t let that deter him from asking. Secondly, Sam consistently offers the prospect a choice when trying to close the sale. Thirdly, he refuses to give up. No matter how many times his prospect says ‘no’ Sam keeps offering alternatives. In fact, he offers fourteen options before he finally closes the sale.

Now, I am not suggesting that you pester your customers or prospects but I do believe most people give up too early in the sales process. We hear a few ขno’sข and decide to turn our attention elsewhere. It is your responsibility as a sales professional to ask the customer to make a decision you cannot expect a customer to do the work for you. If you have been effective in learning about their specific needs and current situation and presented the appropriate solution to your prospect then you have earned the right to ask them for their money. Here are a few ideas that will help you reach this point: Avoid launching into a lengthy discussion of what you can do for your client until you thoroughly understand what business challenges they face and the problems, concerns or issues they need resolved. Use open questioning to gather this information and avoid making assumptions or jumping to conclusions too quickly. Instead, listen carefully to what they say and clarify anything that is not clear. Ask them to elaborate by using prompters such as ขuhhuh,ข ขtell me more,ข and ขwhat else?ข

When it comes time to present your product or service, try not to limit the prospect to one option. Provide a choice of solutions that meet their specific concerns. Explain the benefits of each option, and when necessary, also discuss the drawbacks of each alternative. However, do not present so many options that the decision becomes overwhelming or difficult. Be prepared to tell your prospect which option best suits their needs if they ask.

Speak in terms they can understand, avoiding the use of terminology they may not recognize. A case in point; as I developed my web site, I found myself talking to people who were extremely knowledgeable but they used terminology that sounded like a foreign language to me. I found myself getting frustrated, and in some cases feeling a bit dumb, because I had to keep asking them what they meant. Be very cautious how much jargon you use in your presentations and make sure your customer understands what you are saying.

Recognize that objections are a natural component of the sales process. It’s common for a customer express several objections before she makes the decision to commit to the purchase. Don’t take these objections personally and do not assume that it means the other person is not interested. Understand that your prospect will likely have specific concerns about making a decision particularly if they have never done business with you. Clarify their objections to uncover the true hesitation – do not hesitate to probe deeper to explore the real issues preventing them from making a decision. In most cases, your prospect will give you the information you need providing you keep your approach nonconfrontational and neutral. Learn to handle objections in a nonargumentative manner. When you uncover their true objection keep your response brief and to the point. Talking too much will seem that you are trying to justify your product or price. Plus, you can sometimes talk yourself out a sale if you aren’t careful.

Ask for the sale. In many cases, your prospect expects you to ask for the sale. And as long as you do not pressure or try to coerce them into making a decision, they won’t be offended by your request. Develop the confidence to ask for the sale in a variety of ways and begin asking every qualified person for their commitment. Recognize that many people want to be given permission to make a decision and look to the salesperson for that permission.

Lastly, take a lesson from Sam and learn the importance of polite persistence. The most successful sales people ask for the sale seven or eight times and don’t give up at the first sign of resistance. Research has shown that these individuals consistently earn more than their coworkers and peers.

About The Author

Kelley Robertson, President of the Robertson Training Group, works with businesses to help them increase their sales and motivate their employees. Receive a FREE copy of ข100 Ways to Increase Your Salesข by subscribing to his 59Second Tip, a free weekly ezine at www.KelleyRobertson.com. He is also the author of ขStop, Ask & Listen – How to welcome your customers and increase your sales.ข For information on his programs, contact him at 9056337750 or at [email protected].

This article was posted on October 24, 2003

by Kelley Robertson

Three Ways to Increase Mortgage Applications

Three Ways to Increase Mortgage Applications

by: Jay Conners

If you are in the mortgage business, the very first thing you need before you can get anywhere, is an application.

I spent years working in the mortgage industry, and my goal was to close one loan per week.

Monday through Friday I would find myself a spot in the back of the office where I could pound out my phone calls from 5:30pm until 8pm every night. My daily goal was to take at least three applications per evening, resulting in fifteen applications per week.

This is how I obtained my applications.

1. I was always prepared. Every thing that I could possibly need was at my desk. If a customer had a question about monthly payments, my mortgage calculator was right there. If a customer had a question about a particular loan program, I had my literature right there. When a customer commented on their needs and situation, my stationary was right there to take notes.

It is very important to have all of your resources at your finger tips, otherwise you will be fumbling around looking for things, or putting your customer on hold, while you find what it is you need.

2. Take the edge off

When you are speaking with a potential customer, the conversation doesn’t have to be 100% business all of the time. You can take the edge off by finding something in common with your customer. If you hear a dog barking or a baby crying, make a comment about it. People love to talk about their pets and baby’s. This will relax your customer, making it easier for you to get the appropriate information from them to complete your application.

3. Overcome objections

During the application process you will be hit with many objections. This is perfectly natural, most people don’t jump at the chance to fill out applications for mortgages and refi’s.

Here are some of the more common objections;

A) I have to speak with my spouse.

A good response to this would be; Is your spouse available to go over it with me right now? I would be more than happy to discuss it with him/her.

Another objection . . .

B) I have to think about it.

A good response to this would be;

Is there something that I didn’t explain clearly enough? Or, is there anything you would like me to go over with you again.

The above objections are probably the most common you will come across. If the responses I recommended don’t get your customer talking again, than politely thank them and ask their permission to send them some literature.

4. Purchasing Leads

I often found purchasing leads from a reliable lead source to be beneficial when it came to taking applications. The reason is obvious, these people are making it very clear that they want somebody to call them so they can apply for a mortgage, and most likely they are waiting by the phone. So its worth a shot.

These are only a few of the activities I practiced during my time as a loan officer, and it was rare that I didn’t meet my weekly goal of fifteen applications per week.

I’m sure if you practice these same activities you will experience the same success that I did! Good luck!

This article may be reproduced by anyone at any time, as long as the authors name and reference links are kept in tact and active.

About The Author

Jay Conners has more than fifteen years of experience in the banking and Mortgage Industry, He is the owner of http://www.jconners.com, a mortgage resource site, he is also the owner of http://www.callprospect.com, a mortgage lead company.

[email protected]

This article was posted on September 08

by Jay Conners

The Key to Eliminating Objections and Increasing S

The Key to Eliminating Objections and Increasing Sales

by: Charlie Cook

You’re in a meeting with a promising prospect. You review the project and the services you provide and then, just when you’re hoping to get the okay, the prospect raises an objection. They may tell you:

กI haven’t got the time right now.ก

กSend me a written proposal and Iกll think about it.ก

กWe already have a supplier.ก

กWe prefer working with a larger company.ก

กIts too expensive.ก

กWe really don’t need your services.ก

กI need to get approval from my boss.ก

Has this ever happened to you? How do you respond? Are these the real problems, or is something else going on?

Prospects give objections like these when they still have a question about your company and the value of your services. If they tell you they’re looking for a larger firm, what they are really asking is, กCan your firm do the job?ก กDo you have the resources to meet our needs?ก กWon’t a larger company with more personnel give us better service?ก

When a prospect tells you your product or services cost too much, what they are really asking is, กAre the benefits worth the money?ก กHow do I know if it will work?ก กWill I get my moneyกs worth?ก กHow much money will I save or make by using this service?ก กWon’t I save money by not using your service?ก

When a prospect tells you, กI already have a supplier.ก what they are really asking is, กHow do I know I can trust you to provide the services?ก กHow do I know youกll do a better job than my existing supplier?ก

Prospects raise objections because they have questions about your companyกs credibility, the solution your product or service provides and its value. Every buyer has these concerns.

Once youกve done work for a client, selling them your services the second and third time around is much easier. They trust you, understand the solution you provide and recognize its value.

To eliminate objections, first acknowledge that most of prospectsก objections are based on three common underlying concerns.

The solution you provide.

Prospects want to know whether itกs a fit for the problem they are trying to solve. They want to know what it does and whom it has previously worked for.

Your credibility.

Unless theyกve purchased your products or services before, prospects need to know that you can be trusted to deliver.

The value of your products and services.

Whether it costs a few dollars or a few million, buyers want to understand the benefit of what they are buying in their terms.

The best way to avoid having objections become last minute deal breakers is to take the following three steps to identify and address them in the course of your marketing.

1. Validate Objections

Openly acknowledge common concerns in your marketing materials and presentations. If you are a small firm competing against larger companies, don’t try to sweep this obvious fact under the carpet. Point it out and use it to your advantage.

2. Understand Objections

Use questions to get prospects talking about each of their concerns. If you charge high prices for your services, ask them what their concerns are about price. With the right questions, youกll find out where to take the discussion or how to refine your marketing strategy.

3. Educate Prospects

Once you have a clear idea of your prospectsก distinct priorities you can explain the benefits of using your high priced service or how the smaller size of your firm is actually to their advantage.

When to Address Objections

The best time to address objections is in your marketing materials. You can use your brochure, your web site and other materials to validate prospectsก objections, understand their concerns and educate them. Assuming your prospects read your materials, you can use this approach to eliminate objections before you even have the first conversation with a prospect.

Of course, not all prospects will read everything you provide and some will have lingering concerns despite your best efforts. Until the sale takes place, you should assume that your prospects might have questions that need to be addressed. What can you do about these persistent objections?

Use your marketing conversations to get prospects to clarify their concerns so you can address each one. For example, don’t wait until the last minute to find out that the person youกve been talking to needs to consult their boss. Early on in your marketing effort, ask them who needs to be part of the purchasing decision so you can include them from the start.

Prior to asking for the sale, get your prospect to identify:

When would be the right time to use your services?

What information do they want to see in a written proposal?

What they like and don’t like about their existing supplier?

What their financial or other objectives are?

How a smaller company could better meet their needs?

What benefits would justify the costs?

Your marketing objective is to make it as easy as possible for your prospects to become clients. Unanswered questions and concerns get in the way and result in lost sales. Eliminate these up front in your marketing and youกll find many more prospects signing up to be clients.

About The Author

2004 © In Mind Communications, LLC. All rights reserved.

The author, Charlie Cook, helps service professionals and small business owners attract more clients and be more successful. Sign up for the Free Marketing Plan eBook, ก7 Steps to get more clients and grow your businessก at http://www.marketingforsuccess.com.

[email protected]

This article was posted on November 19, 2004

by Charlie Cook

Make More Sales By Airing Your Dirty Laundry

Make More Sales By Airing Your Dirty Laundry

by: Clifford Mee

Thereกs an old saying, กDon’t air your dirty laundryก.

If you’re selling any product or service either online or offline this is horrible advice.

You see sooner or later, your customers are going to find out the negative aspects of your product. Call it kama if you like, but they will.

And when they discover it, at the very least youกll lose credibility, generate higher refunds and lose customers for life. At the worst your business reputation will get entirely trashed.

This doesn’t even take into account your prospects. If your product raises objections with actual customers you can be sure your prospects will pick up on them too.

This is not voodoo. Every point of sale has a vibe. People pick up things unconsciously. If they get an adverse feeling then they back out and you lose another sale.

So whatกs the answer?

Air your dirty laundry. In fact be proud of it!

If you point out any problems upfront then you’re in control.

Let me give you an example…

A friend of mine recently tried to sell his treasured classic car. Unfortunately after test driving it nobody would offer him anything near what he thought it was worth.

He came to me for advice. I asked him what were the things he loved about the car and if it had any quirks or problems. So he poured out his feelings about the car.

Afterwards I wrote down an advertisment for him to sell his car. The first sentence began,’the only thing wrong with this Classic Car is its Classic Brakes.ก I then went on to describe the many virtues of owning a piece of automotive history.

He sold the car for the full price within 24 hours of running the new advertisment. He was amazed.

If your product is defective in any way a customer may take issue with, then bring it up in your sales copy early. You can even do this in your headline, like I did.

This method kills likely objections dead. And itกs these objections which will lose you customers and sales. Youกll sell far more product if you then reframe any possible problems as actual benefits instead.

Take a one page unattractive website for instance. Imagine it has no graphics, bare minimum sales copy and sells an ebook for $19.

How can this be easily reframed?

You simply point out this nonflashy website allows you to pass on large cost savings to the customer because you don’t need to hire a copywriter or web designer. Thatกs why the customer can get the ebook now at $19 rather than the $39 it would normally be.

You’re now providing your prospects with greater value overall and they will thank you for it with sales.

You could also point out your competitions more flashy more expensive product. Just ask the customer whatกs more important, having more benefits for less money or less benefits for more money?

Theyกll quickly agree your product must be better.

This then gets them to agree they should buy your product.

Youกll make many more sales airing your dirty laundry intelligently.

Copyright 2004 Clifford Mee

About The Author

Clifford Mee is an author, internet marketer, hypnotist and success life coach. If you want to discover little known กbattle testedก strategies to persuade more customers to spend more money more frequently, then please visit his main website at http://www.marketingpersuasion.com

This article was posted on September 29, 2004

by Clifford Mee