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So while any of these factors can turn apathy into your opportunity, sometimes a little divine intervention steps in to help you in overcoming sales objections.
One day a lightning storm and blackout pushes your client's "server" over edge. When power's restored, server cannot even boot up to its welcome or logon screen. So now, small business owner is scrambling with internal guru at 2 a.m. trying to restore company's corrupted contact management database, which contains 25,000 records and three years of data.
Fear of Catastrophic Data Loss and Overcoming Sales Objections
Situations such as catastrophic data loss, although horrible tragedies for those affected, are great motivators for combating apathy and overcoming sales objections. All of a sudden, small business owner becomes extremely receptive to your suggestions about your proposed networking solution, which of course features centralized security and data protection.
Discontinued technical support is another powerful counterforce for overcoming apathy-rooted sales objections, especially when you're talking about vertical, industry- specific software, such as niche applications designed for accountants, attorneys, physicians, realtors, auto body shops and restaurants.
After a certain point, independent software vendor (ISV) selling vertical, industry-specific software draws a line in sand and stops providing technical support, annual updates, and patches for older versions of their product.
So if your client is an accounting firm that needs updated tax tables (they'd basically be out of business without them), your client is forced to upgrade tax software, which often in turn forces an upgrade of server. This results in a call to your firm to upgrade their server (and several related highly lucrative product sales and service opportunities for your firm), all as a result of "domino effect" from an ISV calling shots.
With this kind of scenario, you don’t even need to do much of work in overcoming this sales objection. Your prospect’s, customer’s, or client’s vertical ISV has done "heavy lifting" so to speak in overcoming sales objections.
So besides fears of unreliable systems and vendor-mandated upgrades, you can also overcome apathy by discussing your prospect's, customer’s or client's competition (without naming names, of course). If you work with many small businesses in same industry, and you're seeing a software or more general technology trend that drastically alters competitive landscape in your prospect's or client's industry, by all means call this to your prospect's or client's attention, as a means of overcoming sales objections.
The Bottom Line
If you sell and service IT-related products to small businesses, you need to develop your sales skills for overcoming sales objections. This article introduces you to three different major categories of small business IT sales objections and helps you understand simple anecdotal closing strategies for overcoming those sales objections... and most importantly, closing more big-ticket sales.
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Joshua Feinberg is a 15-year veteran computer consultant and an internationally recognized expert on computer consulting. He has appeared in dozens of business and IT trade publications including CRN, VARBusiness, Microsoft Direct Access, TechRepublic, American Express OPEN Platinum Ventures, Entrepreneur, Inc, and USA Today. To get more of Joshua’s proven strategies for overcoming sales objections, visit http://www.lan-wan-integration.com