How To Ethically Sell To Your Prospect, Even If They Say No. -------------------------------------------------------------(c) 2004 Charles Kangethe
What you are about to read... is a closing technique I learnt many years ago whilst working as a sales rep.
Too many marketers let go on
first no.
If you really believe in value and benefit of your product or service to your prospect, then you need to learn about "Pre-emptive Marketing."
Tip #1 - Learn To Differentiate Prospects -----------------------------------------
There are three groups of prospect
1) Those to whom you will never sell because they have no need for your product or service. - Vast majority
2) Those to whom you might sell, if only you can overcome initial objections. - Majority of rest.
3) Those to whom you sell automatically, because of your reputation and quality of your products and services. Very small minority.
Your marketing should focus on second group. There is nothing you can do about first and third largely take care of themselves.
Once you understand this you will be less fearful of alienating prospects which is reason most marketers give up on a sale too soon.
Tip #2 - Why Do Prospects Not Buy From You ? --------------------------------------------
There are four broad reasons why prospects will not buy from you.
* Money - The product is priced too high, or too low either in absolute terms or in comparison to competition.
* Functionality - The product has too much functionality or too little. In first case it is too complex or complicated to operate in second it provides little benefit to prospect.
* Timing - Your prospect has just bought a competitors product, or they are just window shopping in anticipation of a future purchase.
* Competition - Your competition has a powerful brand presence in market place that makes it difficult for you to compete.
Tip #3 - What Is Pre-Emptive Marketing ? ----------------------------------------
In order to apply Pre-emptive Marketing Tactics go through these stages.
Phase 1 - Understand your prospect in detail. What motivates them ? What are their problems and issues ? What solutions are they looking for ? What value do they place on solution ?
Phase 2 - Brainstorm ALL of your prospect's possible purchasing objections. Use objection groups in step #2 to help you.
Phase 3 - For each objection, decide on credible and persuasive responses.
Phase 4 - Using pop-up technology and / or autoresponders deliver responses to prospects who did not click on "Buy Now" after reading your copy.
Tip #4 - Examples Of Credible Responses ---------------------------------------
Here are some example Credible Responses to Frequent Purchasing Objections
* Too Expensive
- Ask your prospect to make you an offer - If your product has sunk costs that you have covered, then any offer is probably acceptable. If you still need to cover production costs, give prospect a floor price you are willing to accept and ask them to bid, above floor.
* Too Cheap
- Tell your prospect they can have product at a discount to already cheap price ! If they like product then they can send another payment for what they think product is really worth.
