Page 3 - AprilNewsletter2021
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Beat prospects’ skepticism and doubt
Prospects may reject your product or service for one of these reasons:
Skepticism-they're not convinced that your product or service can deliver the benefits you claim.
Strategy: offer a proof statement. Cite a reference or piece of information that proves the benefit in
Isabel Wilkerson
question.
Your tactics might include explanations, testimonials, statistics, others’ success stories, data from
research studies, magazine articles and professional journals, or brochures and other print materials.
Begin your proof statement by saying something like “Mr. Prospect, I can understand why you'd be
interested in….” “Let me further explain how we….” “We've done some research on the subject of….” or
“You may be interested in hearing what we've done with….”
Indifference-they don't see any need for your product or service. That can be awkward and difficult to
handle.
Strategy: Keep the conversation alive-but be careful about seeming “pushy.” Key phrases include: “I
see; it might be of no interest….” “I understand; you don't need….” and “OK; that doesn't seem to be an
important area for you.”
Then follow up with the general benefit statement: “On the other hand, several of the cost-saving features
of the program might be worth a second glance. Can we talk about some alternatives?
Misunderstandings- they don't have all the information they need to make a positive buying
decision.
Strategy: First, probe to confirm needs. Then make a supportive statement that acknowledges those
needs and introduces the appropriate benefits to satisfy them.
Example: “What you're saying, then, is that saving
time is important to you and that you need a quick
response when problems arise.”
When the prospect confirms your probe, reply
“That's understandable. Many of our customers feel
the same. That's why we set up a mobile response
unit so we can get a team out to your facility within
two hours-even at night or on weekends.
Contemporary Sales Force Management,
Tony Carter,
The Haworth Press,
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