November '15

For the Business of Apparel Decorating

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14 || P R I N T W E A R N O V E M B E R 2 0 1 5 Jeffrey Gitomer is the author of The Sales Bible, Custom- er Satisfaction Is Worthless Customer Loyalty Is Priceless, The Little Red Book of Selling, The Little Red Book of Sales Answers, The Little Black Book of Connections, The Little Gold Book of YES! Attitude, The Little Green Book of Get - ting Your Way, The Little Platinum Book of Cha-Ching, The Little Teal Book of Trust, The Little Book of Leadership, SELLING SMART B Y J E F F R E Y G I T O M E R and Social BOOM!. His website,, will lead you to more information about training and seminars, or email him personally at P roper, pointed, precise, purposeful responses shorten the sales cycle. How do you respond to your customer's words and bar- riers? The answer is: carefully, truthfully, and with authority. COME PREPARED Whether it's a bold statement in response to a challenge, a promise you make in order to gain buyer confidence, a guarantee that pro- vides the prospect with peace of mind, an irrefutable fact to prove your point, or your ability to communicate passionately to the perspective buyer, the right words can create a buying atmosphere and complete a sale in mere minutes. The challenge to you, the salesperson, is to be prepared to re- spond to a challenge and not be perplexed by what the customer is demanding, or offering some weak excuse. Or even worse, give up! I know you're hoping for some examples, but as I mentally go through my ten biggest and most creative sales, I don't believe any of them serve as good enough blanket examples. So, rather than be specific and have non-applicable examples, I can tell you that if someone asks me a question doubting my ability to deliver, ques- tions my price, or puts up some barrier to "Yes," I make an irrefut- able, comforting guarantee, statement, or video that answers their concern and moves me closer to mutual agreement. Better yet, I offer a video testimonial of someone else loving my offer and buying from me. This provides both proof and peace of mind. Having the videos requires work, and many salespeople will try to get by without them. If someone makes a statement that indicates interest, I immedi- ately ask for a commitment, or at least uncover if that is one of their motives for buying. When someone throws a barrier at me, I take it as both a test and a challenge. Often times I have found that an objection or a barrier actually indicates customer interest, and so I begin my response with a question that helps me understand what their true feelings are. I might say something like, "Wait a second! Are you saying that (___) is the only thing between you and an order?" And then I proceed from there. I have taken the barrier or objection and immediately qualified it as the only one. It amazes me how many salespeople take an objection or a barrier as defeat. I have always looked at an objection as a speedbump on the path to a sale. If the buyer says that he or she has to consult with others, I immediately ask, "If it was only your call, what would your decision be?" You have to think bottom line––what can you ask or what can you say that will get your perspective buyer to the point of com- mitment? Or at least to an indication of purchasing interest? All it takes to make that happen is proper preparation. Here's what to do: 1) List every possible barrier and objection. 2) Prepare responses for each one that have value or create wow. 3) Look for customers that have purchased in spite of the bar- rier and get them to shoot a short video explaining why they bought and what happened after the purchase. (That's where the value is.) 3.5) Stay at it until you have at least 25 examples and 25 videos. Sound like a lot of work? It is! For years I have made the statement, "Most salespeople will not do the hard work it takes to make selling easy. Preparation is hard, but if it's done right, selling is easy." So, how prepared are you? How easy are your sales? Get Prepared to Break Some Barriers

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