December 29, 2008
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In this issue of The Sales buzz
How to use NLP to turn sales objections into sales
NLP (Neuro Linguistic Progamming)...A terrible name for something so useful to so many people ... is the study of patterns in people's actions, behaviour, and communication. It has grown into a science that is incorporated into therapy, sports performace coaching, business, and any area that can benefit by understanding the patterns and processes of communication or behaviour.
...Techncal bit over...Now what can it do for your sales results and to make you money from your sales role...
In this issue you get a chance to see how NLP can help you to overcome sales objections. You will see how to define sales objections as seen by the customer. Start to work with your buyer's internal view of the sales objections, on their map of reality. ...No matter how mad you think that sounds it will become clearer...
Many sales people have said, 'Get this technique for handling objections right, and you will feel like you are reading the buyer's mind.'
NLP is not understood, or used, by many sales people. So if you learn how to use it you will have a fantastic advantage in the competitve world of selling for a living.
Let's get started with overcoming sales objections using NLP techniques
NLP Sales Objection Techniques
Turn objections into sales and
make money
If a buyer says to you, 'The price of your product is too high.' What do they really mean.
Do you go diving in with your prepared answer?
There is another way, and you may get better results with it.
Consider all the possible meanings of the sales objection above, but from the buyer's viewpoint.
They could mean:
The price is higher than they thought it would be
They haven't seen the value your product has for them
It will take too much of their budget
It was cheaper last year
Or, I'm broke
The list can be endless for all objections. That's because the real objection exists in the buyer's mind, not necessarily in the real world. It is based on the thoughts and beliefs of the buyer, and those may not be true and not based on any real evidence.
Now can you see why a prepared answer to a sales objection may not be the best way of handling sales objections.
What are they comparing your price against?
Where did they get the figure in their mind from?
They could even have a belief that all salespeople will rip them off, so the real price must be lower.
So how are you supposed to know what's going on in their mind? You'r not a mind reader. ...Not yet but keep reading...
Define the objection as the buyer sees it
Question the buyer's picture of the sales objection. Discover what it's based on. Find the comparisons they are using.
We find our way around this world by using reference points. When you make a new decision you use past experience and related knowledge as a framework for the decision. You will do that in your own unique way, and it will be a different pattern of thought and actions than if I, or someone else, was making the decision.
You will delete some pieces of information, ignore others, make assumptions and generalizations. You have different experiences and you will use them to filter the evidence and form your beliefs. Your customers are doing the same when they raise a sales objection.
The key to defining and handling sales objections is to ask great questions.
Many sales people will hear the sales objection and go storming in with a prepared answer. We saw earlier that one objection could mean many different things to our buyers. Stop yourself from giving that instant response, or using the old fashioned FEEL-FELT-FOUND objection handling routine.
...Does anyone still use that, and do buyer's really fall for it?...
Question the objection and understand it from the buyer's viewpoint. For sales training on using structured questions and Questioning Techniques click the link.
Understand the evidence they are using, how they arrived at the objection, and past experiences that are filtering reality and changing the landscape of their internal map of what's really going on.
Start with wide open questions
Start with wide open questions that encourage even the lowest reactor to speak at least a sentence. For example, 'Tell me what makes you think it's too expensive?'
Follow this with more specific closed and alternative questions to get all the detail about how the buyer views this objection, in their mind.
When handling sales objections your objective is to see the sales objections as the customer sees them. It doesn't matter that you don't agree with them, or that you know they are talking rubbish. It's their objection thet you have to deal with.
Bite your tongue when you handle sales objections that are obviously based on false evidence. It is real to the buyer and you have to deal with their version of reality at that time.
You want an example?
Think back to the worst hairstyle you ever had, or the craziest clothes you ever wore. ...For me that's easy I was around in the 70s...
Now remember how cool you believed you looked at the time. What do you believe now about that time? Do you still think you looked good? If someone had tried to change your beliefs back then would you have listened?
It's the same with sales objections. In the buyer's current map of reality the sales objections are real to them, even if you know different.
Successfuly handling objctions is best done by defining the sales objection so that you can deal with it in the buyer's mind. Once you can do this you will feel like a mind reader. The objection will fall open in front of you and you can take the next step in the objection handling process which is ... to click this link and see the full process of how to turn sales objections into sales...
The Sales Buzz
It's almost 2009 so I'll take this opportunity to wish all Sales Buzz Newsletter subscribers a HAPPY NEW YEAR and a very rewarding 2009. May you achieve all the goals and ojectives you deserve from the work and resources you invest.
I'm a practitioner of NLP. I incorporate NLP (Neuro Linguistic Programming) into the sales training I use in my daily job as a sales manager. Over the next few issues of The Sales Buzz I'll be giving sales tips and sales training on how to use NLP in all aspects of your sales role.
These will be proven selling techniques and some new ideas I am working on with my sales teams. We'll mix it in with proven selling techniques and motivation skills to give you fresh options on how to be successful.
That's my aim with The Sales Buzz Free Newsletter and with all the selling and career techniques on the sales training website. You can learn sales skills without spending huge amounts of money or ploughing through long boring books.
Pick up sales techniques and sales skills from wherever you can. You do not have to spend huge amounts of money to get the learn sales skills that are right for you. I present sales techniques that are:
Easy to learn sales skills
Short and to the point
Simple to put into action
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Wishing you the very best with your sales career.
Stephen Craine
Sales-Training-Sales-Tips