Handling sales resistance online
In face-to-face selling, a sales person who didn’t have to deal with objections would be an order-taker.
In his book How to Close Every Sale, Joe Girard explains how business people should handle objections. And much of his advice applies to selling software on the Internet, too.
Joe Girard has been named “the world’s greatest salesman” by The Guinness book of World Records. In 15 years, he sold 13,000 automobiles, with no fleet sales and no leases. Joe Girard knows a lot about selling!
On the Internet, you have to anticipate objections and answer them. One risk, of course, is that you may be raising objections that your prospects would never have thought of on their own.
You can reduce the number of objections by delivering a comprehensive sales presentation.
“You must realize that your answer to every objection doesn’t have to be 100 percent satisfactory,” Girard explains. Sergio Zyman says something similar when he reminds us that we don’t have to win every round to win the fight.
Life involves compromises. And your competitor’s software has its problems, too.
Objections are good things. They indicate that the prospect wants to buy, but has a specific problem that you need to deal with.
People aren’t always honest when they raise objections. For example, people who believe that they can’t afford your service or product may not want to admit that. So, they fabricate other objections.
Never get into an argument with a prospect, Girard advises. Don’t back them into a corner. You may win the argument, but you likely won’t close the sale.
Joe Girard lists the six most common objections that you have to be prepared to answer. Again, his advice applies to Internet sales, too.
(1) I can’t afford it.
If you’re selling business software, explain how the software will pay for itself. If you’re selling entertainment software, tell your prospects that they deserve to enjoy your software – they’re worth it.
(2) I want to talk it over with my spouse.
(3) I have a good friend in the business.
(4) I want to shop around.
(5) Give me some brochures, and I’ll get back to you.
(6) I have a specific objection about your product or service.
Answer the objection, Girard urges us, and close the sale. When microISVs sell software on the Internet, Girard’s advice might be that you anticipate the objection, and include the answer in your product descriptions and in your FAQs.
– Al Harberg, the Software Marketing Glossary guy from DP Directory, Inc.