Page 7 - St. Elmo Launch Packet

ACT FOUR: REFINE OPTIONS
The specific details around the offering have now been received by the Buyer. Your goal is to help the buyer create a list of specific products that fit their needs and that they would be happy to purchase at their selection opportunity.
The greater number of choices the buyer commits to the better! This is because the buyer’s first or second options or even 20th option may be taken before their turn to purchase comes up.
Empathize with your Buyer that you understand their desire for a particular product. Remind them that our process is unpredictable, but fair, and historically the ones who keep the most open mind about what they want, usually win the greatest.
Say something along the lines of: “I know you like Unit X, but what happens if that is already taken when it’s our time to select?” Ask them how they would feel about this loss, and reinforce that it is in their best interest to look for as many solutions as possible. If you properly prepare your buyer, the Selection Time will truly be a celebration for both of you.
This ACT is where the majority of buyer’s issues and objections arise; therefore, open communication with the buyer is absolutely imperative. You may find that the issue (if present) is not the real issue at all (remember 65% of sales people reactions to issues are on the wrong issue!).
Team Exercise: List of common objections and How to overcome them!
Keep reminding the buyer of their priorities which were uncovered in Act 3. Keep the emotional connections front and center and the buyer focused on their “why” and less on the “what”.
Your Commitment: A scheduled follow-up call to deep dive product options and buyer selections. Whatever it takes to ensure they have all their interest captured, and you and them are fully prepared for selection day.
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