Ok, so what's it going to take for us as salespeople to actually listen to what the customer is telling us when they hit us with an objection? I'm not sure. When a customer hits the salesperson with an objection and the salesperson attempts to overcome it with something other that what the customer asked, forget it, you aint sellin' nothing, because your not listening to the customer.
YOU HAVE 2 EARS AND ONLY 1 MOUTH,
PLEASE USE THEM ACCORDINGLY.
Here's a great example of something I just witnessed today...
Presentation given...
Numbers on the table...
Now the objection comes out...
Mr. Customer:
(for this exercise, we will refer to this customer as Mike)
"I need to think about this, I don't want to make a snap decision. The last time I did something like this without thinking about it I got burned."
Salesperson:
(for this exercise, I'm using the actual salesperson's name: STEVEN)
Steven: "Well what about the roofing system do you need to think about? Earlier you told me that it would take care of everything you needed for you and your wife. IS IT ME? Did I not do a good job presenting this to you you?
Is it the money?
Just so you know, with a roof system like this, there is not another roofer in town who would even touch this roof for that kind of money! So are you just going to wait for the problem to get worse? It's not going to get any better with age, so if you let it get any worse, just think about how much more money this will end up costing you. You need to do this sooner rather than later, because with the Tariff war that is happening now, who knows how much it will cost you later!!"
WTF???
Seriously???
Why don't you just fart in his face, then turn around and slap him while your at it.
Because in his mind, it's exactly what you did.
You opened up a line of questioning that didn't need to be opened,
then became pugilistic on top of it.
I still cannot believe what happened next...
Mr. Customer: "Steven, you started out very friendly with me, but now you are becoming extremely aggressive and abrasive with your language. When salespeople do that, it makes me feel very uncomfortable. You sound exactly like the other salesperson who did me wrong, now I'm becoming skeptical of everything you said."
STEVEN my friend,
here is what the customer is actually thinking,
"this guy is just another pushy, asshole,
grind me for a commission salesperson."
He actually told you that, but in a nicer way.
YOU NEED TO LISTEN to what the customer is saying to you.
What did the customer "MIKE" say to you?
LISTEN to him... "I NEED TO THINK ABOUT IT."
This is why I jumped in to stop the CARNAGE
(BTW...the customer was a call in lead!)
Remember to agree first then empathize
BEAR..
"I completely understand. Mike, sounds like that salesperson and company royally screwed you over. I hate it when that happens, it gives the rest of us bad names. STEVEN just really believes in our product, so he meant you no disrespect at all. In no way do we want you to feel pressured. Do you mind to much, me asking you what happened with that salesperson who did you wrong?
(Note: Ask great questions get great answers)
Mr. Customer: "Yeah, the last time I purchased from the first salesperson I spoke with I didn't get a good feeling, but the work needed to get done. The water main line to the house broke. I supposedly had a warranty, but it wasn't worth the paper it was written on. The work was piss poor, the line busted out all over again within 6 months. I kept calling the company as well as the estimator (salesperson), nobody would return my calls. I ended up having to have it done all over again.
I Ended up paying for the work twice, I ain't gettin' burned like that again."
Aha!!! The real objection
(Again... Ask better questions, get better answers)
What the customer MIKE was explaining to you, (or trying to) was that he was "just not feeling in his gut; that you STEVEN, "are the guy," he should be using to get his roof needs taken care of.
Steven my friend, you weren't listening to him.
MIKE'S objection had nothing at all to do with price.
The more you kept pounding on it;(THE PRICE), you could have said the roof WAS FREE and MIKE still wouldn't have done shit.
He didn't trust you!!!
Here is why I did what I did...
BEAR:
"MIKE, excusing STEVE'S exuberance, BTW... he really does want to help you. What makes you think that we might possibly be the right roofing company to go with?"
Mr. Customer: "Well I saw y'all working my neighbors house down the street, and the roof looks pretty damn good. They seem to be happy with y'all, that's why I called."
BEAR: "Thanks for telling me that, I'll relay that to the owner. So how long have you been thinking about replacing the roof?"
Mr. Customer: "Well during the last big storm that hit us, my wife noticed that we had a couple of leaks, one in the bathroom and the other one in the bedroom on the other end of the house."
BEAR: "Well brother, I know that when the wife starts hitting you with the leaks she sees, that ain't no day at the beach.
How long has she been on you about this?"
Mr. Customer: "Every damn time the weatherman say's that were expectin' rain. If I hear one more time that there could be mold a growin', I'm gonna pitch a tent in the backyard and just live in it."
PAIN HAS NoW BEEN FOUND!!!
HOW HARD WAS THAT?
IT WASN'T, I JUST LET HIM TALK, AND I LISTENED.
BEAR: "So what do you think will happen if you have to listen to another presentation, then another, then possibly another,
all while you think about what you were just told by the salesman?
Not one of the roofers you spoke with actually makes the roofing materials, we all buy them from our supply houses. In the end we are all just installers. Personally what I believe, is the customer needs to be confident that the work is going to be done right the first time, and the company stands behind what they install. Is that what you believe?"
Mr. Customer: "That's all that I want."
BEAR: "You had said earlier that we're the third company you had come out to assess what's taking place with the roof, and that you had 2 more that are coming out, right?"
Mr. Customer: "Yeah, after the last time I got screwed over, I always get multiple quotes."
BEAR: "I got ya', but do you mind if I ask you something?
I'm not trying to offend in any way...
but would it be better to just have the work done, have your wife with a smile on her face, and you no longer popping Excedrin like PEZ, because she's on you like white on rice;
Or...
Would it be better for you to push this out, potentially have other damage,
just to get a few more quotes, from guys who may or may not show up?
One more thing, and I really hate to bring this up,
but the weather they are predicting for next week... DAMN!!!
The forecasters say it looks rather interesting to say the least. Sounds like you could be fixin to get another verbal butt whuppin' from the Misses. I'll do whatever you want my friend, you tell me, I'm just here to serve."
MORE PAIN, MORE PAIN, MORE PAIN
Mr. Customer: "Your warranties any good?"
BEAR: "50 years on the Shingles, not to mention a 10 year workmanship warranty. So I don't care if anything happened workmanship related, regardless if it were cost Ten dollars or 10 thousand dollars, it would cost you literally nothing. Is that comprehensive enough to put this to rest for you?"
Note: I then stopped, threw out my hand right to his chest, and followed with this...
"This is the reason I love dealing with people your age, you evaluate what needs to be done because of life experience. The only thing I ask is that when we are done with the project, you leave a review for the company on the way you have been treated. That's all I'm askin.'
Would you mind doing that for me?"
Mr. Customer: "Y'all do a good job, I'll tell everyone. BTW...my sister is needin' a roof on her house too."
BEAR: "No worries my friend, I'll personally meet with her, that way you'll know who is Managing the project. I was just looking at the calendar, since your house is a single level we could actually take care of this on Friday, where would be the best place to put the dumpster while were working?"
Mr. Customer: "Driveway next to the house be fine, when y'all are cleanin' up, just make sure to use one of them magnet roller things to get the nails, so my dog don't step on nuthin'."
BEAR: "We always do, but I will make sure to mention your dog on the paperwork."
THAT WAS IT! I won't go over the remainder (it was just paperwork details)
REMEMBER ALWAYS...
Within the sale, trust is EARNED by the salesperson LISTENING and uncovering the motive the customer has you there in the first place. You need to be able to find the problem they are experiencing in order to fix it. THIS AIN'T ROCKET SCIENCE.
Once again, for anyone reading who is hard of hearing, you need to find the problem in order to fix it. Just burping out one rebuttal after another that you may think "will wear em' down" is rude, offensive and just plain idiotic. If you keep doing that with regularity, look at your Year to date earnings and you will know just how well your plan is working out for you.
I know that this was a long read, but in real time about 5 or so minutes.
Go Back and re-read the interaction, and you will get the point.
You are there with a person who is interested in what you have,
SO MAKE SURE your show is worth paying for.
We were about to be escorted out of MIKE'S house, prior to me doing a hostile takeover of the appointment.
Not only was a sale made, but OMGOOODNESS we got a lead to a family member "who's needin' a roof too."
In my book, that's a hell of an appointment
Listen, Listen, Listen...
The customer will always tell you what you need to close them,
IF YOU PAY ATTENTION.
Go close some deals
Bear