"Realize resistance doesn't mean denial or refusal. In
selling, its definition means: Give me a reason to
buy!"
Today's successful sales professionals sell consumer satisfaction
ahead of product. Because they are consumer oriented, they know their prospects
are more interested in their own problems, needs and wants than in their
products and services.
Sal Marino, publisher of the Steel magazine (now
known as Industry Week), provided the best strategy for
managing sales resistance when he said this: "In the next 24 hours, the buyer's
heart will beat 103,689 times, his blood will travel 168,000 miles, his lungs
will inhale and exhale 23,240 times, he'll eat over three pounds of food, he'll
exercise only seven million of his nine billion brain cells, he'll speak 4,800
words, and not a single one about your product or service - unless you figure
out a way to involve him emotionally with your sales proposition. Since
two-thirds of his conversation for the day will be about himself and his
problems, your only way to get your share of those words is to make yourself
part of his world." That last sentence is something that should be
emblazoned on the wall in words of fire in order for you to manage sales
resistance successfully.
The sales interview is never to be considered as a contest between
you and the consumer. If it is, you'll unwillingly act like a contestant and
cast your prospect in the role of an opponent. Always think of the sales
interview as purely a matter of getting emotionally involved and catering to
what your prospect needs and wants.
Successful selling requires that you organize your sales presentation
in a manner that will overcome most sales resistance objections before they come
up. When prospects say, "I want to think it over" or "I want to compare,"
there's a strong chance they do not realize how the benefits to be derived from
your product will provide more value than it costs.
Resistance is the one sure way your prospects have of telling you
that you have missed the mark. They feel you want more from them than you are
giving to them in the way of "owner benefits."
Continue to be consumer oriented rather than product oriented. It
will pay you big dividends. It will help you always understand that,
although many people should have what you are selling, they will never buy it
until you "make yourself a part of their world" - help them want what you have
to sell.
That's managing sales resistance!
