Sales training book: Objections! Objections! Objections!

I know that many of you will have read my  first sales training book "Objections! Objections! Objections!" but for those who haven’t, here is an excerpt from the end of the book where we start to pull all of our sales skills together. If you haven’t read my book then you really need to try and borrow a copy from someone! It’s super easy to use and incredibly powerful… or so my clients tell me… 

"Conversation 3: The Existing Supplier

Client: “I think that I had better stop you there. I am totally happy with my current suppliers.”

Sales: “That’s fine. The reason for the call was merely to set up a meeting to explore areas of mutual interest. How’s your diary looking towards the back end of January, say the 24th or the 25th? Which would be better for you?” (Bearing in mind that the objection was not even a question all the salesperson has to do is acknowledge it and move)

Client: “Well, I’m always busy but I just don’t see any point in getting together as I’m not looking to change suppliers?”

Sales: “That’s fine. I’m not asking you to change now merely have a look at what we’re involved with. We’ve worked with several of the major players in the market place to help them to increase revenues and maximise profitability. Like you, I’m very busy. I’m sure that there would be some mutual benefit in getting together. When you look at those days, which would be the more suitable, the 24th or the 25th?” (Acknowledges again but this time gives a bit more. Note the embedded commands and the controlled close “when you look at those days”)

Client: “The 24th but I don’t see any point. I’m happy with my suppliers. I really don’t want to change.”

Sales: “John, I’m not asking you to change, merely to agree to a meeting. Building the correct supplier relationships is essential to any business and I’m sure that you had great reasons for working with your current suppliers. Do you mind me asking what they were?” (Agrees again, uses a link statement and then moves to understanding the situation better. Note this is the start of using a Stepping Stone)

Client: “No, of course not. We used to use a lot of suppliers but we found that we were not getting the levels of service that we needed. We need to be able to control our suppliers and get maximum benefits from them.”

Sales: “Service is certainly an important aspect of any relationship – what are the critical elements that you look for?” (Questioning to understand)

Client: “Our operation down here is massive. We have 5 sites and 1000 employees. We’re shipping kit out at least twice a day. Some of our clients need to be able to phone up, order and receive delivery within 48 hours. We can’t hold enough stock to do this so we need a fast and reliable service from our suppliers.” (Stating needs now)

Sales: “Sounds like you’re pretty busy down there. How much stock are you ordering in a typical week then?” (Pacing and leading)

Client: “It all depends, several thousand pieces. It’s a handful for any supplier.” (A ha!)

Sales: “I suppose that it must be. What kind of challenges do you get?” (Not leaping in too fast!)

Client: “Not a lot but when they do occur it’s mostly just around the fact that it’s difficult for any one supplier to cover the changes in our stock usage.”

Sales: “John, that’s exactly why I’d like to come and see you because we’ve worked with several of your competitors in helping them to secure a fast and reliable service with total flexibility. I’m sure what we do could really complement your existing suppliers as regards to your changing stock usage. What time on the 24th would be the best for you?” (Uses the Stepping Stone and links the “because” to the client’s own needs and in his own words. Clever use of “complements” too and then a simple close)

Client: “Oh, I guess sometime in the morning.”

Closes out for the meeting."

Copyright Gavin Ingham 2004. Of course, if you want to invest in your own copy then you can at Amazon, buy Objections! Objections! Objections! sales training book.