Prevent the Objection, "Not Interested." Strategy 5 of 6
Objection 1 of 85: Not interested.
When does it usually occur? Initial contact.
Probable Cause: Prospect does not believe a need exists.
Objective: Establish a need.
Prevention Strategy five of six:
Always address commonly known problems your Unique Selling Points (USPs) can fix that are often faced by decision-makers in similar roles. This will bring the need to their attention. Talk about what's missing (the problem) that your USPs can provide.
When you use a search engine online, you usually include the problem or symptom descriptions in your search string. Use this same thought process when you're helping the decision-makers you typically call on to help them find the needs they might not even know they have.
Let's return to our ultra-simple example to illustrate this point.
Feature: Containers made of plastic
Advantage: won't rust
Benefit: eliminate hard to clean rust stains, cost of replacement barrels, and unsightly products sitting on the shelf.
If you sell plastic containers in competition with metal containers that are continually rusting, you would focus on the topic conversation around the missing Feature and then discuss the symptoms (what you'd see since they don't have your Advantages and Benefits).
YOU: "Mr. Decision-Maker (DM), I see you've got rust stains on the shelves and concrete platform under your 30-gallon product containers, so I'd like to focus for a moment on the material your containers are made from; what are your 'greatest' concerns about the rust?"
DM: "Customers pick around to find the product in containers with the least amount of rust, and when they get too bad, we have to replace them, and that gets expensive."
At this time, you might want to jump all over the money issue to establish the cost of the problem and the value of the solution. How often, how much, who changes the product out, at what rate, and so on.
This blog's content comes from Chapter 6: Strategies Specific to Each Objection in the Objection Free Selling book.
See blog #8 related to how to conduct a Competitor Analysis to identify the objections you'll get, how to neutralize them, and how to develop Unique Selling Points. Also, see blog #9, Unique Selling Points.
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Dr. Robert “Bob” DeGroot, M.Ed., DCH
Author of 22 Best Selling eBooks
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