February 1, 2011
What to do when your customer says No!
It's sad, but it's going to happen to you today: a prospect is going to say no to your offer. That, however, is NOT important. What is, is knowing what to do when it happens. That's what separates the men from the boys; the business people who will profit from those who won't!
1) Prepare for the decline
People who succeed in business do not expect every single prospect to purchase what they're selling immediately, effortlessly. No way!
Instead, they anticipate that while some will buy, many will not. Their job is to anticipate those declines and to prepare in advance what to do when they get them.
2) Write down every potential objection you will hear. Then answer them.
The worst possible way to handle an objection is spontaneously, on the fly. To render the best reply, you must consider the best reply, crafting, improving it as you go.
Face it: some people are going to decline your offer. You should be prepared to respond immediately when it happens. This means brainstorming all possible objections... and coming up with the best, most telling responses. Your use of these responses must be swift and sure. There's no time for improvisation when your sale hangs in the balance!
3) Ask customers why they've declined your offer.
Successful business people, people who get rich from business, are never daunted by hearing "No!" from a customer. They see this response, however adamant, as nothing but a milestone on the way to making that sale.
Successful marketers know that any "no" means "tell me more", not "go away, get lost."
4) Ask why
The first step upon hearing the customer decline your offer... is to ask why.
Treat "why" as an essential tool in making the sale. The minute your prospect starts telling you why... you are on your way to a certain sale because the very act of answering this question means the prospect is willing to work with you to reverse the very answer they've just given you! Thus asking "why" is essential to getting to yes.
5) Listen carefully
While your customer is explaining why she declined your offer, LISTEN. The natural tendency is to barge ahead, overwhelming the customer. This is a mistake. Instead, ask the customer why she declined; then give her the time and courtesy to listen to her response without any interruption whatsoever.
6) Make sure the customer understands your original offer.
By asking the customer why she has declined your offer, you may discover that she doesn't really understand what you are offering. If she doesn't, present the offer again, making sure the customer understands absolutely everything you are offering and its substantial value and utility.
7) When your initial offer is not enough
If you have presented your offer clearly... if you feel the customer understands it but is still not willing to bite, it's time to IMPROVE YOUR OFFER!
Now hear this: before you ask a single customer for a sale, you must brainstorm every single thing you can offer prospects to induce them to buy.
You must NEVER try to improvise an offer when you are speaking to a customer. Instead, you should have at your finger tips the extra goodies you can offer a customer, goodies that will make the sale without breaking the bank!
"Ms. Prospect, I see you want to get our widget... and I want you to have it. I'm going to improve my original offer to make sure you get it! Let me show you what you can get if you purchase today!"
8) When money -- or lack thereof --is the problem
Be prepared to hear from customers over and over again that money is the problem. This may or may not be true. Your job is to be prepared either way.
Ask your customers if they would purchase your product if they had the money. If they say yes, then your job becomes improving the offer until the customer understands it would be foolish not to buy. Improving the offer may well induce the customer to 'fess up and buy... or risk losing the terrific offer you have made. Improve the offer and in a minute or two people who have just told you they're broke will magically "find" the funds. With improved offers, this happens time after time!
Note: make it clear to your prospect exactly what this improved offer contains. Also, be sure the customer understands that this is a limited-time offer and that it cannot and will not be repeated. Make sure the customers understands; this is essential in ensuring acceptance of this offer!
9) When lack of money really is the problem
Of course, some people -- particularly in our difficult economic days -- really are broke. They need a different approach. For this situation, too, you should have planned in advance. Can you offer
* improved payment terms * readily available credit resources (like those at www.paypal.com) * details on how to secure a pre-paid credit card, etc.
In short are you ready to be helpful when your interested, but cash challenged, customer is ready to act? That's mandatory... if you want this sale!
Turning a no into a yes is what determines your business success!
Let me be blunt: you cannot achieve maximum business success and the profits that go with it unless and until you can turn no into yes. Therefore, mastering the steps in this article is essential to your maximum well being.
Thus, start today. Never let a prospect go until you have exhausted every approach to securing his business. Treat this as a great game, a game constantly testing your skills and ingenuity; one with the greatest possible benefits to both your customer and yourself. For you, hearing the word no only focuses and concentrates your efforts. After all, YOU are prepared for this moment. You know what to do and when to it. You are more determined to make this sale than the prospect is to decline it. As a result, this is not just a sale you will wish for; it is a sale you will get!
About The Author
Harvard-educated Dr. Jeffrey Lant is CEO of Worldprofit, Inc., where small and home-based businesses learn how to profit online. Dr. Lant is the author of 18 best-selling business books as well as being a consultant and recognized expert in the field of marketing and sales. Republished with author's permission by Robert King.
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