I was reading a newsletter from Jill Konrath, a sales expert, and she gave four reasons why people can't sell. It really resonated with me because I've been there before. Here they are:
- If no one ever gets back to you, it's because you don't know how to pique their curiosity.
- If you keep hearing the same objections, it's because you don't know how to eliminate them.
- If you keep losing to the same competitor, it's because you haven't figured out how to to beat them.
- If your prospects stay with the status quo too often, it's because you haven't helped them understand the value of changing.
I believe she nailed it with these four points.Consider the following:
#1 - If you're sending out marketing materials or doing cold calls that talk all about you and your business, they'll lose interest right away. They really don't care about YOU, they care about their own issues. If you can figure out their hot button issue, then you have a chance at piqueing their curiosity.
#2 - Think about all the objections you've ever gotten from prospects and write them down. Then figure out ahead of time how to address these objections before they ever have a chance to voice them. When you can eliminate possible objections, you're one step closer to closing the sale.
#3 - Do you keep hearing about the same competitor from your clients or prospects? What are they doing to get the sale? If you don't know, it's time to do some research to figure it out. Once you know why you're losing out to the competition you can figure out a strategy to improve your chances of getting the client.
#4 - "I'm happy with my current cleaning company." I'll bet you've heard that one before. Here's what I would say to that; "That's great! What do you like most about the service they provide?" And then follow up with, "What changes would you make to the current cleaning service, if you could?" And then ask, "Do you regularly shop around for your products and services?" By asking this question, you are reminding the prospect that shopping around keeps vendors and service providers on their toes if the know they're not guaranteed the business.
Do any of these four points resonate with you? If so, please post your comments below.
If you're struggling with closing the sale, watch our webinar called "Closing the Sale - Why the Biggest Obstacle is YOU!" (Free for members of The Janitorial Store).