3rd of the 10 Sales Competencies that are Key to Building a Sales Culture

Posted by Dave Kurlan on Tue, Oct 13, 2009 @ 06:10 AM

I went out of order in my last post  and presented #6 from my list of 10 Sales Competencies That are Key to Building Sales Cultures.

In this post I present the real #2, The Enemy is Resistance.  I've written about this before too.

The gist of Resistance is this: Selling would be far more simply for many more of your salespeople if they would focus on recognizing the resistance rather than attempting to overcome the many forms it takes:

  • lack of interest
  • happy with who they're using
  • price
  • quality
  • features
  • benefits
  • claims
  • satisfaction
  • problems
  • reputation
  • service
  • questions
  • put-offs
  • timing
  • perceived need

Rather than dealing with these objections individually, if your salespeople could just recognize the earliest stages of resistance...

  • a certain look
  • a change in posture
  • a nod
  • "well..."
  • "maybe..."
  • "I'm not sure..."
  • "but..."
  • a shoulder shrug
  • a stated objection
  • a loaded question
  • etc.

...and deal with it right then and there - at the earliest stage - by simply:

  • agreeing ("Yeah, I would have reacted that way too" or "You're right" or "You didn't react too well to what I just said...")
  • acknowledging ("I understand")
  • questioning ("Out of curiosity, why do you feel that way?")
  • questioning ("Can you explain?")
  • questioning ("What if it (or I) could?")
  • etc.

Resistance itself is pretty easy to deal with because you can lower it very quickly.  But if your salespeople aren't able to recognize it early, or worse, they ignore it, then they'll have to deal with the objections.  When they deal with objections, as soon as they attempt to overcome them, by using:

  • reason
  • logic
  • facts
  • figures
  • features
  • benefits
  • selling points
  • explanations
  • validation
  • rationalizations
  • charts
  • graphs
  • testimonials
  • defending

...they will be seen as putting on the hard sell, resistance will go up, not down, and their position will worsen!

Make sure your salespeople become masters at overcoming resistance.  Speaking of which, I am presenting a Sales Master Class on the very subject on behalf of The Sales Experts on October 15.

(c) Copyright 2009 Dave Kurlan

 

Topics: Dave Kurlan, sales management, Salesforce, Sales Force, overcoming resistance

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Best-Selling Author, Keynote Speaker and Sales Thought Leader.  Dave Kurlan's Understanding the Sales Force Blog has earned medals for the Top Sales & Marketing Blog award for eight consecutive years. This article earned a Bronze Medal for Top Sales Blog post in 2016, this one earned a Silver medal for 2017, and this article earned Silver for 2018. Read more about Dave.

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