Knowing your prospects secret objections in selling
“It’s hard to beat a person who never gives up.”
~ Babe Ruth
I have watched presentations by fellow salesmen and at each presentation somewhere between 8% and 28% of the prospects buy what they are selling. That means that 72% or more of the prospects did not buy.
Yet in all that time not one single person voluntarily and directly told me their “real” reason why they did not buy. When I researched the propects they said, “I don’t have the money” or “I have to speak to my spouse first” or some other answer that they might even believe. But it is not their true reason for not buying.
I know that because people often do not know their true reason. People buy and invest because they “feel good” about what they are doing. Their “gut” tells them to do it. They then justify their decision to buy or invest by facts they have heard or uncover. It is the emotion that leads one to buy or invest.
And it is the emotion that leads them to say “no” which they then justify with the first fact they can think of. But the facts are never the real reason. You may ask,”why”?
The emotion is.
And the fact is that emotion is tricky to back-trace. We really don’t know “why” we feel a certain way; we just get the result of some black-box process as an emotion. We then act on the emotion. And we look for a few facts if we need to justify it to others or ourselves. But those facts are not the reason for the emotion.
The emotion comes from what they heard from you and if you addressed all of their internal objections to your sales attempt. And your prospect does not consciously know his objections. They are in his sub-conscious.
So how do we get our prospect to have a positive emotional reaction when we need to answer objections that the prospect cannot identify even if asked?
Here’s the secret. Listen to the questions asked by prospects who do not buy or who need questions answered before they buy (or invest). These questions are their objections. Then answer their question and integrate that answer into your pitch next time you present. Do that every time – listen to questions then integrate the answers to those questions into your pitch. Over time you will have less and less questions (which are objections stopping the prospect from saying “yes”) and you will close at a higher and higher rate.
Go forth and prosper and have a nice week ahead