Closing the Sale. Craig Christensen
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Название: Closing the Sale
Автор: Craig Christensen
Издательство: Ingram
Жанр: Банковское дело
isbn: 9781642500943
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In fact, hundreds of sales-training programs have developed specific language and techniques to prevent customers from saying no, and have tried slick ways to get around it or avoid it altogether. Battle cries like “Never take no for an answer,” and “Salesmanship begins when the customer says no,” have stuck in salespeople’s heads and influenced what they believe and how they behave.
No is a matter of perspective. Some see it as a stumbling block; others see it as a stepping-stone. What if you shifted your thinking and chose to see “no” not as a rejection, but as an opportunity?
No is a matter of perspective. Some see it as a stumbling block; others see it as a stepping-stone.
CLOSING THE SALE
What if you changed your instinctive response of perceiving “no” as a roadblock and thought of it as a detour sign that served to redirect you away from a potential hazard—and onto a route that could yield a better outcome for your client and you?
Saying no is always an option for the client. Not accepting this reality only creates resistance from your client, and worse, mistrust of your intent to help them succeed. Believe it or not, affirming the client’s choice to say no can be extraordinarily powerful, and can provide much-needed insight on what it will take to get to “yes.” There is power in hearing a “no”—if you know how to respond constructively.
When you receive a “no,” you get important information. It’s a signal that tells you to begin looking for other ways to accomplish outcomes the client wants in a way they feel good about. Most people, when they feel they have the “permission” and the freedom to choose, are often more willing to commit to making a decision.
Enabling a “no” decision means you truly understand the client’s position and business needs. You’re saying, “If this isn’t going to be what’s best for your business, then we should pursue other options.” Consider:
Does allowing a “no” decision increase or decrease the trust your client has in you?
Does it increase or decrease your credibility?
Even when the answer is no, if your intent is to genuinely help, there is a much greater chance the client may call on you in the future.
If you’re like most people, hearing “no” immediately triggers an unpleasant physical and emotional response—especially if you’re on the spot in an important discussion.
You bristle, your heart starts to race, and you might break out in a sweat. Meanwhile, your mind is flooded with defensive or negative thoughts, or it’s busy preparing counterarguments and claims. Your ego can come to the fore emotionally. Your face can literally go red. And if your ego gets involved, you’re already in trouble, because the fact is that the human brain cannot respond emotionally and logically at the same time.
Your ability to use a “no” constructively relies on your ability to process the emotions and think through potential objections ahead of time. If it comes, you’re ready for it and you can respond.
Top salespeople have a practiced ability to stay centered, calm, objective, and clear-headed, even under pressure. Many have reported that through practice, their ability to maintain their composure increases in direct proportion to the degree of pressure that is being applied.
Your role
Your ability to use a “no” constructively relies on your ability to process and think through potential objections ahead of time.
So how do you retrain yourself to move in a more positive direction and stay calm, objective, and clear-headed? One way is to rethink what no actually means.
Instead of shutting down and reacting negatively to a “no” response, you have a chance to open up and really learn more about the client’s needs and beliefs. And with that greater understanding, you will have more choices to respond.
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