Page 15 - Radio_Ink

HOW TO STEAL

BUSINESS FROM YOUR

COMPETITION

Thenewyearis here,andsomeclientsare
doing business with the competition instead
of you. Do you know why? The sales teams
that consistently exceed expectations tend to be more
awareofwhatiskeepingthemfromearningbusiness.
This makes them ready for any objection potential
clients may present to them. They're then able to find
away tobuildtrustwith theirclientsandshifttheir
thinking.Theyaskclientstohaveanopenmindtothe
information, as they feel confident they can help their
customer.
Mostpeoplebuyonemotionandbackitupwith SA L E S
logic,andourclientsarenodifferent.Themostsuc-
cessful team members are those who give their clients
the emotional benefits of doing business with them and
their company.
It has also been my experience that clients do busi-
ness with those they trust! It's the relationship you
develop, along with a fair price and value. There will be opposition that comes their way as well. I suggest you
times in our careers that we will face the price objec- ask your team to share the top three objections they
tion. Price is a natural objection for clients to give us, are facing. You will likely hear these responses:
but here is the exciting news: I see opposition as an Cincinnati
opportunity. You're too expensive. LISA THAL
When a client objects to a rate, you have the chance Iamtoobusy tomeet. Hubbard Interactive General Sales Manager,
to educate them and give them more information. It's We don't have the budget.
awaytotestwhetheryou areconfidentinwhatyou're Itriedradio,anditdidn'twork.
presenting. You have been given a gift at that moment, Send me the information to review.
to discuss the value and the benefits your product
offers them. Perhaps they are still not convinced to Now the fun begins. In your next sales meeting, write
move forward. Could there be a hidden objection? down the top three reasons or objections your team
When I recommended a business solutions campaign shared.Goaroundtheroomandaskhoweachofthem
for a major automotive client, I put the investment would respond to those objections, or what strategy
page first in the proposal. He seemed surprised, so I theywouldimplementtobuildonabetterrelationship.
explained that I thought it was vital for him to see the Be prepared with how you might answer the objections.
investment first, and then on the following pages he Next, develop the best verbiage to overcome these
could discover what it would take to achieve the out- roadblocks and earn the business.
comes we discussed. In the following sales meeting, write the following
Those pages included a reminder of the result my cli- words on the board: "Own the objection!" Have your
entdesired,whichwastosellaspecificnumberofnew team role-play with each other and practice answer-
cars per month. The program I recommended detailed ing each objection until it comes off naturally. You will
thestrategyandtimelinesneededtoachieve hisgoal. discover where the coaching moments are with your
Wemovedawayfromthepriceandfocusedonhisout- team during this exercise, and you may need to spend
comeofsellingmorecars.Ourdiscussionbecamemore additional time in your weekly one-on-ones until you
about my client's needs and not about where I ranked know they have mastered it.
in the market with a certain demographic.
Your relationship, and your ability to think like your Lisa Thal is the general sales manager for Hubbard
client, are critical. You gain a tremendous advantage Interactive Cincinnati. She’s also the author of Three Word
over your competition when you're able to eliminate Meetings: A Simple Strategy to Engage, Inspire and
or navigate their objection. As sales managers, it's our Empower Your Team. Get it on Amazon.com.
responsibility to make sure our team can address any

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