Selling Tip - use the prospects business to put your help in context.
Posted by Frank Belzer on Sat, Mar 19, 2011 @ 07:04 AM
So during some of my scheduled coaching calls this week I kept running into the same situation over and over again. People were encountering resistance in all forms from prospects -nothing new really - but as we talked about each account it became clear that the sales people needed to push back a little and one great way to do that is to pre-frame what you say in the context of their business. Try this.
When you start getting questioned on the value or the price of your offering - instead of trying to defend or justify simply ask the prospect this first: "I did some research on your company and it would seem to me that you are not the cheapest provider in town? ____ How do you usually explain the difference in price when you are asked?" As they answer the question they will talk about their service and quality and then you can simply say, "well that pretty much explains why my pricing is a little bit more than my competitors too."
Try to understand the prospects business before you ever meet. Try to develop some analogies that will help you make your point. Be prepared with some transitional expressions that will help you share those analogies; typically when I am speaking with a ____ in the ____ business ...etc. Try to find similar challenges that you face in your business and make those connections for the prospect.
Two things will happen. 1) they will see you as a credible expert for their needs and industry. 2) the resistance will be lowered as they realize you are more similar and alike than they thought.
Happy Selling.
