Sales Management Part Five
Answering Objections & Closing the Sale
Using the 8 step Closing Pattern
(Continuing from last post)
(Continuing from last post)
Step Two - Pause
The next step after listening is to pause. In other words, say nothing at all. Just look at the prospect, and think. Watch their mouths the whole time, and while doing that just think. Think about what they said, and how they said it. Think of the best answer to fit the objection you just heard. You can even do a quick role play in your head, practicing how you will answer. If you do this step correctly it will seem like an eternity. You are thinking, and looking directly into your prospect’s eyes, and watching her mouth—because if she begins to talk again, and prospects often do, you’ll need to stop thinking and begin listening again.
The pause step will often cause prospects to rationalize their objection, to justify it. Sometimes the pause causes them to tell the truth, to tell you what is really on their minds; however, if they don’t begin talking again, after you’ve thought (paused) long enough, move on to the next step, empathizing.
Step 3: Empathize
Webster’s Dictionary defines “empathize” to mean “to be understanding of.” To empathize does not mean you agree; it simply means you can understand why the person feels the way he feels.
In the context of a closing sequence, to empathize means you can understand how the prospect might feel the way he does. To empathize with the prospect at this point says you understand. You are implying that it’s not stupid to feel that way; it’s even normal. Empathy relaxes the prospect, because it shows you do understand his feelings.
So let’s do a role play on how the step should go.
Salesperson: “So would Tuesday or Thursday be better for the work to start?”
Prospect: “I’m not sure we’re ready to commit. After all, we usually think over decisions like this before agreeing.”
The salesperson pauses, thinking about the prospect’s answer.
Salesperson: “Mr. and Mrs. Jones, I can understand that you’d want to think about a decision as important as this—how you’d want to mull it over, weigh the pros and cons.”
At this point the prospects usually feel better. They sense that you understand, and that relaxes them. The Joneses were somewhat prepared for an argument, but not for agreement. Empathizing helps turn the closing sequence into a conversational, helpful situation instead of an argumentative confrontation. This then leads you to the next step which we will cover in the next months posting.
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985-778-1571
Book Titles by Lou
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Selling Security Systems Like a Pro – NEW (E-book only)
The Formula for selling Alarm Systems
Surviving in the Security Alarm Business
Managing to Sell
Gerencia de Ventas Efectiva
Note: If you would like to read previous Blogs go to http://lousepulveda.blogspot.com
