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Break down the barriers

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Recently, I was approached by a salesperson who was grappling with a tough challenge. He often hears the following sales objections from his prospects: 

  • “We recognize your proven credentials, but we aren’t taking on any new suppliers.” 
  • “Great stuff, but we’re already getting this from another vendor.” 

The salesperson wanted to know how he could break through these sales barriers. Here are the suggestions I gave him: 

        1.     Analyze what you’re saying. You’re probably talking about your product/service way too early in the process. The reason I say that is because the response you’re getting is a common reaction to that. 

To solve this problem, you need to rethink your entire conversation. What would it take to get them to say, “Hmmm. This guy really gets the challenges we’re facing. He has some good ideas to help us achieve our objectives. Maybe we should talk to him.” 

It’s likely you’ll need to do more research/prep prior to making your sales call, so you can customize your message to your prospect’s situation.

Also, think about sharing a case study at the start of your conversation to show your prospect how you have helped others achieve their goals.

Finally, be prepared with a question about your prospect’s objectives and challenges.

        2.     Be a bit more (nicely) brazen. If you carefully analyze what you’re saying and find that you’re still going nowhere, then you may be allowing yourself to be brushed off too easily. I’ve often found that it works well to say something like this:

“Listen, John, based on what we’ve talked about, it’s highly likely that I could save your company $X in 2014, while at the same time addressing Y. You’re not getting that from your current suppliers, so what do we need to do to get on your approved-vendor list?” 

That’s not being rude—it’s being confident in the results you deliver. And, you can do it with great sincerity when you know that what you sell truly does make a difference. 

By changing what you say and not backing down too quickly, you’re results will absolutely improve.

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Jill Konrath is the author of SNAP Selling and Selling to Big Companies. If you’re struggling to set up meetings, click here to get a free Prospecting Tool Kit.


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