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10 Things Master Salespeople Do to Sweep Away Skepticism and
Close Sales

Nov 18
2014

By Salesforce Canada
/
in
Sales

Nov 18
2014
By Salesforce Canada

in
Sales

Comments: 1

Tweet

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To close a sale, a prospect needs to commit to buy (plus a few other steps,
but that commitment is crucial). What transforms someone from a cynical prospect
into a customer? What factors contribute to commitment?

In short, presentations must be loaded with convincing evidence to prove your
product is reliable. The principle is simple: If a company incorporates trust
and credibility in its marketing, skepticism naturally fades. Read on for 10
essential principles to build belief, sweep aside distrust, and close sales.

1. Demonstrate

The first mention of an elevator traces back to around 236 A.D. It was nearly
1,700 hundred years later before the first working models were actually
installed (in English and French palaces, no less).

There was just one problem. If the lift cable broke, the cab dropped,
wounding or killing everyone inside. In 1852, Elisha Otis hoped to save lives
(and make money) by introducing his safety elevator. And he did it with a very
dramatic demonstration. In 1853 in front of a crowd of onlookers at the Crystal
Palace, Otis raised his safety elevator three stories high and cut the cable
while he was still inside.

Everyone gasped. Instead of plunging to the ground below, the elevator
stopped when knurled rollers engaged. Otis was shaken up but unhurt. As you can
imagine, orders came in hot and heavy. Otis’ demonstration proves our first
principle of belief: If you want people to believe in the hard to believe,
simply demonstrate what your product does.

A major blender company, for instance, employs attention-getting “Will It
Blend?” YouTube videos as a dramatic form of demonstration. To dismiss any
skepticism over the claim these blenders can grind anything and still remain
sharp, the company blended iPhones and tablets. Views of the videos, and sales
of the product, blew through the roof.

Of course car salespeople rely heavily on this principle. Rather than waste
hours talking about a car, they simply hand the keys over to a prospective
customer so they can experience the car first hand. All companies should do the
same. Find a way to demonstrate your product, whether it’s software or a
service. Be creative and don’t forget: the more dramatic, the better. But keep
in mind, it’s important not to overpromise. There’s nothing worse than claiming
a product can do something it can’t.

2. Explain the Reason Why

While Enlightenment-era thinkers would like you to believe otherwise, we are
not as rational as we think we are. Books like Irrational Exuberance,
Emotional Intelligence, and Descartes’ Error teach us that
even the most analytical among us make decisions with emotions. Furthermore, we
learn that without emotions we can’t make a decision in the first
place.

In the sales context, this means people buy based on desire. Whether someone
wants a promotion at work or a healthier lifestyle, those decisions are
eventually justified with logic. That’s where “reason why” advertising comes
in.

Here’s how to use “reason why” effectively. If you make an offer or claim,
expect your prospect to wonder why you are making that claim. Explain why you
are giving away a free sample of your product and why you are throwing in a free
30-minute consultation with every contract. It could be as simple as “I’m just a
generous person.” Whatever it is make it clear; otherwise people will wonder if
there’s a catch and remain skeptical.

3. Lay on the Details

In what’s known as the strategic
use of evidence, lawyers and criminal investigators can often discover if a
suspect is lying. Here’s how it works.

During interrogation the investigator asks the suspect a general question. If
the suspect replies with a fuzzy answer that contradicts what the investigators
already know to be true, then the suspect is probably lying. However if the
suspect shares details that match what the investigator already knows, then the
suspect is probably telling the truth. This is the power of details.

In the world of sales and marketing, numerous studies have demonstrated more
specifics will drive up conversion. In sales presentations, the trick is to
build in specificity. Add facts, research, quotes, and numbers. Be clear and
concise. If there are vague or estimated numbers, you’ll look suspect or like
you’re fudging. Steer clear of ambiguity.

4. Describe the Mechanism

Another way to get people to buy into your claim is to explain the mechanism
behind it. For example, let’s say a fitness trainer makes the claim that in just
14 minutes a day, customers can add muscle to every inch of their body.

Notice what is not suggested: that these will be particularly big muscles.
The implication is, at the very least, customers can achieve a toned body.
That’s still a big claim, but the trainer can bring it into the realm of
believability by explaining how this can happen.

In this case, let’s say the fitness program involves a chair. The value
proposition can be summed up like this: a 14-minute chair routine that builds
muscle on every inch of your body.

Notice, too, the trainer used several of the above tips to accomplish this.
One, the claim is very specific about the amount of time it takes and the
equipment necessary. In other words, it’s heavy with details.

In addition, as part of the live presentation the trainer could demonstrate
the exercises or create a video. All of these factors help sweep aside
skepticism. Finally, he could add a creative guarantee (see number nine), and
his close rates are sure to go up.

5. Acknowledge Objections

Objections are a simple fact of the sales life. They’re like octopus
tentacles—everyone has at least eight of them. Of course this is perfectly
natural. Most potential customers are primed not to spend money and stiff-arm
sales presentations (think of how you feel about people who staff mall
kiosks).

And the reasons why they may object are just as numerous:

They don’t like to make decisions.

They hate change.

They are busy.

They don’t have the buying power (and don’t want to admit it).

They are afraid.

They didn’t sleep much last night.

Learning how to counter objections is a priority for salespeople. The best
way to do that is to simply come out and acknowledge the objection. The
conventional advice is to use the Feel-Felt-Found formula: “I know how you feel.
This one guy felt the same way. Here’s what he found out.”

But make sure you get the real objection. Often people will object for one
reason—to cover up for the real reason. It’s a red herring. With extra digging
and through calculated questions, salespeople can surface the real objection and
adjust the presentation.

For example, if you discover a prospect is playing hardball simply because he
was up all night with his sick child, acknowledge it and say something like,
“Totally understand. Why don’t we re-schedule at a better time.” That gesture
will go a long way.

6. Provide Expert Opinions

The Stanley Milgram shock study is an age-old experiment that demonstrates
our habitual response to authority. We, by instinct, obey authority even if the
orders from that authority appear unethical. In 2009, nearly 50 years later,
Jerry M. Burger repeated the
experiment and discovered “people are still just as willing to administer
what they believe are painful electric shocks to others when urged on by an
authority figure.”

It is human nature to trust authority. We trust those in uniform and people
with big titles or degrees. These people have authority and appear to
communicate results, wisdom, and trust.

Mentioning a product was designed by a distinguished Ph.D. or endorsed by a
blue chip media company can build credibility. Also consider co-opting
expertise. For example, pharmaceutical companies recognize the influence
generated when doctors talked to other doctors about drugs. They lower their
defenses when someone they can relate to as an authority is talking to them. A
sales rep is not a credible authority in this circumstance.

In the course of a presentation, fall back on the results of experts and
critical studies. And don’t forget to include mentions from big media like
Time or the New York Times. These endorsements pack a
punch in a presentation.

7. Sprinkle in Testimonials

A testimonial is an unbiased recommendation of a product or service. It is a
recommendation in a satisfied customer’s voice, which builds trust, and more
importantly, isn’t saturated with sales language. It’s a great tool to get
through to tough prospects.

8. Abide by the Law of Candour

The law of candour says when you give a negative, your prospect will return
with a positive. This concept is not unlike number five above (acknowledging
objections), except there’s a twist.

Beginning in 1959, the ad agency Doyle Dane Bernbach used candour with great
impact on a product that would make any ad agency groan: the Volkswagen Bug.
What could you say about a lemon of a car?

Bernbach simply told the truth:

“This car is ugly. It looks like a bug. A beetle.”

“This car is slow. You’ll be lucky if you ever get a ticket.”

People loved it. They didn’t feel like they were being hoodwinked. The
honesty was refreshing, even humorous. So when VW trotted out the exceptional
features about the car—including high mileage and dependability—people didn’t
bat an eye.

The closer your claim is to hype, the less your prospect is going to believe
you. On the other hand, the farther away your claim is from hype, the more your
prospect will believe you. In fact, telling the ugly truth can disarm a
prospect. It’s a voluntary move, a gesture that says a company isn’t going to
hide anything. Opening with the ugly truth will build a bridge between the
company and the prospect. Don’t be afraid to tell the truth.

9. Offer a Creative Guarantee

In 1817, poet and philosopher Samuel Taylor Coleridge coined the phrase
“suspension of disbelief.” He argued a writer could get a reader to believe his
fantastic tale if he added an element of “human interest and a semblance of
truth.”

A creative guarantee performs the same function in the sales presentation: It
suspends skepticism. Guarantees are everywhere. “Pay nothing for 30 days,” or
“full refund if you aren’t satisfied” are just two routine examples.
Unfortunately, they are not all that creative. To the casual observer simple
guarantees don’t stand out.

Take this ad for instance. A fitness company claims its DVD program will
build muscle in 30 days. To suspend any disbelief, the company offers a 14-day
trial.

Fourteen days isn’t so creative. What makes this guarantee creative and
compelling is that 14 days is nearly half of the 30 days, which means users
could and should see results before paying any money. And once consumers see
results, they figure it’s worth the money.

Rolling out the creative guarantee when resistance pops up is a perfect
antidote for keeping belief alive. A brand can say, “Listen, give it a shot for
14 days and pay nothing. If it doesn’t do X, Y, and Z, then you can walk away.”
This move builds trust. It’s a security net. If buyers don’t like the product
they can return it and not worry about losing money.

10. Differentiate Your Product

Last but not least, when standing before a prospect it’s crucial to declare
strongly and clearly how and why your product is the best in the market.

Remember, the market is loaded with “me-too” products—simple derivatives of
existing products. Customers think, “Why your product and not Brand X?” If you
can’t answer that question, you’ll lose credibility.

Take wine for example. There are hundreds of different brands of wine on
the market. How does one differentiate from another? How does the brand’s
offerings measure up to other flavours and styles? Moreover, how does one brand
of wine compete against other adult beverages? These are questions the
company must be able to answer, but a tough prospect will ask the
questions.

Whatever the distinction about your product—proprietary code, production
method, people, worldview, award-winning designs, customer service, and so
on—it’s critical to spell out that distinction.

This starts with an intense study of the customer—her hopes and fears, her
goals and desires. Next comes a deep understanding of the product and how it
satisfies those hopes and fears. It’s this kind of intimacy with both product
and consumer that will help determine a strong, meaningful differentiation.

As Theodore Levitt, a prominent American economist and professor said, “To
the potential buyer, a product is a complex cluster of value satisfactions. The
generic thing is not itself the product; it is merely, as in poker, table
stakes—the minimum that is necessary at the outset to give its producer a chance
to play.”

Furthermore, pricing is the worst distinction because everyone can go a penny
lower. That’s a war you don’t want to get into.

Conclusion

Inferior salespeople ignore all of the above principles. They think a product
should sell itself and require no demonstration or testimonials. Or they rely on
heavy-handed tactics. Of course bad salespeople don’t last long in the
business.

If you want to close more sales, do the long work of building credibility
through your presentation by systematically laying out and piling on compelling
proof upon compelling proof. Know who your customer is, and what she or he wants
and needs. It’s the only way to transform a cynical prospect into a believing
customer.

Share 10 Things Master Salespeople Do to Close Sales Infographic On Your
Site

<p>
<strong>Click To Enlarge</strong><br /><br /><a href='http://blogs.salesforce.com/ca/2014/11/master-salespeople.html'><img src='http://blogs.salesforce.com/.a/6a00e54ee3905b883301b7c708145b970b-pi' alt='Beyond Followers: How to Achieve True Engagement with Social Media' width='600px' border='0' /></a></p><p>Via <a href="https://www.salesforce.com/ca/crm/">Salesforce</a> </p>

About the Author

Demian Farnworth is Chief Copywriter at Copyblogger Media. He also writes on his personal
blog The Copybot. Follow him on Twitter.

Comments: 1

Tweet

Tweet

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Comments

10 Things Master Salespeople Do
to Sweep Away Skepticism and Close Sales

To close a sale, a prospect needs to commit to buy (plus a few other steps,
but that commitment is crucial). What transforms someone from a cynical prospect
into a customer? What factors contribute to commitment?

In short, presentations must be loaded with convincing evidence to prove your
product is reliable. The principle is simple: If a company incorporates trust
and credibility in its marketing, skepticism naturally fades. Read on for 10
essential principles to build belief, sweep aside distrust, and close sales.

1. Demonstrate

The first mention of an elevator traces back to around 236 A.D. It was nearly
1,700 hundred years later before the first working models were actually
installed (in English and French palaces, no less).

There was just one problem. If the lift cable broke, the cab dropped,
wounding or killing everyone inside. In 1852, Elisha Otis hoped to save lives
(and make money) by introducing his safety elevator. And he did it with a very
dramatic demonstration. In 1853 in front of a crowd of onlookers at the Crystal
Palace, Otis raised his safety elevator three stories high and cut the cable
while he was still inside.

Everyone gasped. Instead of plunging to the ground below, the elevator
stopped when knurled rollers engaged. Otis was shaken up but unhurt. As you can
imagine, orders came in hot and heavy. Otis’ demonstration proves our first
principle of belief: If you want people to believe in the hard to believe,
simply demonstrate what your product does.

A major blender company, for instance, employs attention-getting “Will It
Blend?” YouTube videos as a dramatic form of demonstration. To dismiss any
skepticism over the claim these blenders can grind anything and still remain
sharp, the company blended iPhones and tablets. Views of the videos, and sales
of the product, blew through the roof.

Of course car salespeople rely heavily on this principle. Rather than waste
hours talking about a car, they simply hand the keys over to a prospective
customer so they can experience the car first hand. All companies should do the
same. Find a way to demonstrate your product, whether it’s software or a
service. Be creative and don’t forget: the more dramatic, the better. But keep
in mind, it’s important not to overpromise. There’s nothing worse than claiming
a product can do something it can’t.

2. Explain the Reason Why

While Enlightenment-era thinkers would like you to believe otherwise, we are
not as rational as we think we are. Books like Irrational Exuberance,
Emotional Intelligence, and Descartes’ Error teach us that
even the most analytical among us make decisions with emotions. Furthermore, we
learn that without emotions we can’t make a decision in the first
place.

In the sales context, this means people buy based on desire. Whether someone
wants a promotion at work or a healthier lifestyle, those decisions are
eventually justified with logic. That’s where “reason why” advertising comes
in.

Here’s how to use “reason why” effectively. If you make an offer or claim,
expect your prospect to wonder why you are making that claim. Explain why you
are giving away a free sample of your product and why you are throwing in a free
30-minute consultation with every contract. It could be as simple as “I’m just a
generous person.” Whatever it is make it clear; otherwise people will wonder if
there’s a catch and remain skeptical.

3. Lay on the Details

In what’s known as the strategic
use of evidence, lawyers and criminal investigators can often discover if a
suspect is lying. Here’s how it works.

During interrogation the investigator asks the suspect a general question. If
the suspect replies with a fuzzy answer that contradicts what the investigators
already know to be true, then the suspect is probably lying. However if the
suspect shares details that match what the investigator already knows, then the
suspect is probably telling the truth. This is the power of details.

In the world of sales and marketing, numerous studies have demonstrated more
specifics will drive up conversion. In sales presentations, the trick is to
build in specificity. Add facts, research, quotes, and numbers. Be clear and
concise. If there are vague or estimated numbers, you’ll look suspect or like
you’re fudging. Steer clear of ambiguity.

4. Describe the Mechanism

Another way to get people to buy into your claim is to explain the mechanism
behind it. For example, let’s say a fitness trainer makes the claim that in just
14 minutes a day, customers can add muscle to every inch of their body.

Notice what is not suggested: that these will be particularly big muscles.
The implication is, at the very least, customers can achieve a toned body.
That’s still a big claim, but the trainer can bring it into the realm of
believability by explaining how this can happen.

In this case, let’s say the fitness program involves a chair. The value
proposition can be summed up like this: a 14-minute chair routine that builds
muscle on every inch of your body.

Notice, too, the trainer used several of the above tips to accomplish this.
One, the claim is very specific about the amount of time it takes and the
equipment necessary. In other words, it’s heavy with details.

In addition, as part of the live presentation the trainer could demonstrate
the exercises or create a video. All of these factors help sweep aside
skepticism. Finally, he could add a creative guarantee (see number nine), and
his close rates are sure to go up.

5. Acknowledge Objections

Objections are a simple fact of the sales life. They’re like octopus
tentacles—everyone has at least eight of them. Of course this is perfectly
natural. Most potential customers are primed not to spend money and stiff-arm
sales presentations (think of how you feel about people who staff mall
kiosks).

And the reasons why they may object are just as numerous:

They don’t like to make decisions.

They hate change.

They are busy.

They don’t have the buying power (and don’t want to admit it).

They are afraid.

They didn’t sleep much last night.

Learning how to counter objections is a priority for salespeople. The best
way to do that is to simply come out and acknowledge the objection. The
conventional advice is to use the Feel-Felt-Found formula: “I know how you feel.
This one guy felt the same way. Here’s what he found out.”

But make sure you get the real objection. Often people will object for one
reason—to cover up for the real reason. It’s a red herring. With extra digging
and through calculated questions, salespeople can surface the real objection and
adjust the presentation.

For example, if you discover a prospect is playing hardball simply because he
was up all night with his sick child, acknowledge it and say something like,
“Totally understand. Why don’t we re-schedule at a better time.” That gesture
will go a long way.

6. Provide Expert Opinions

The Stanley Milgram shock study is an age-old experiment that demonstrates
our habitual response to authority. We, by instinct, obey authority even if the
orders from that authority appear unethical. In 2009, nearly 50 years later,
Jerry M. Burger repeated the
experiment and discovered “people are still just as willing to administer
what they believe are painful electric shocks to others when urged on by an
authority figure.”

It is human nature to trust authority. We trust those in uniform and people
with big titles or degrees. These people have authority and appear to
communicate results, wisdom, and trust.

Mentioning a product was designed by a distinguished Ph.D. or endorsed by a
blue chip media company can build credibility. Also consider co-opting
expertise. For example, pharmaceutical companies recognize the influence
generated when doctors talked to other doctors about drugs. They lower their
defenses when someone they can relate to as an authority is talking to them. A
sales rep is not a credible authority in this circumstance.

In the course of a presentation, fall back on the results of experts and
critical studies. And don’t forget to include mentions from big media like
Time or the New York Times. These endorsements pack a
punch in a presentation.

7. Sprinkle in Testimonials

A testimonial is an unbiased recommendation of a product or service. It is a
recommendation in a satisfied customer’s voice, which builds trust, and more
importantly, isn’t saturated with sales language. It’s a great tool to get
through to tough prospects.

8. Abide by the Law of Candour

The law of candour says when you give a negative, your prospect will return
with a positive. This concept is not unlike number five above (acknowledging
objections), except there’s a twist.

Beginning in 1959, the ad agency Doyle Dane Bernbach used candour with great
impact on a product that would make any ad agency groan: the Volkswagen Bug.
What could you say about a lemon of a car?

Bernbach simply told the truth:

“This car is ugly. It looks like a bug. A beetle.”

“This car is slow. You’ll be lucky if you ever get a ticket.”

People loved it. They didn’t feel like they were being hoodwinked. The
honesty was refreshing, even humorous. So when VW trotted out the exceptional
features about the car—including high mileage and dependability—people didn’t
bat an eye.

The closer your claim is to hype, the less your prospect is going to believe
you. On the other hand, the farther away your claim is from hype, the more your
prospect will believe you. In fact, telling the ugly truth can disarm a
prospect. It’s a voluntary move, a gesture that says a company isn’t going to
hide anything. Opening with the ugly truth will build a bridge between the
company and the prospect. Don’t be afraid to tell the truth.

9. Offer a Creative Guarantee

In 1817, poet and philosopher Samuel Taylor Coleridge coined the phrase
“suspension of disbelief.” He argued a writer could get a reader to believe his
fantastic tale if he added an element of “human interest and a semblance of
truth.”

A creative guarantee performs the same function in the sales presentation: It
suspends skepticism. Guarantees are everywhere. “Pay nothing for 30 days,” or
“full refund if you aren’t satisfied” are just two routine examples.
Unfortunately, they are not all that creative. To the casual observer simple
guarantees don’t stand out.

Take this ad for instance. A fitness company claims its DVD program will
build muscle in 30 days. To suspend any disbelief, the company offers a 14-day
trial.

Fourteen days isn’t so creative. What makes this guarantee creative and
compelling is that 14 days is nearly half of the 30 days, which means users
could and should see results before paying any money. And once consumers see
results, they figure it’s worth the money.

Rolling out the creative guarantee when resistance pops up is a perfect
antidote for keeping belief alive. A brand can say, “Listen, give it a shot for
14 days and pay nothing. If it doesn’t do X, Y, and Z, then you can walk away.”
This move builds trust. It’s a security net. If buyers don’t like the product
they can return it and not worry about losing money.

10. Differentiate Your Product

Last but not least, when standing before a prospect it’s crucial to declare
strongly and clearly how and why your product is the best in the market.

Remember, the market is loaded with “me-too” products—simple derivatives of
existing products. Customers think, “Why your product and not Brand X?” If you
can’t answer that question, you’ll lose credibility.

Take wine for example. There are hundreds of different brands of wine on
the market. How does one differentiate from another? How does the brand’s
offerings measure up to other flavours and styles? Moreover, how does one brand
of wine compete against other adult beverages? These are questions the
company must be able to answer, but a tough prospect will ask the
questions.

Whatever the distinction about your product—proprietary code, production
method, people, worldview, award-winning designs, customer service, and so
on—it’s critical to spell out that distinction.

This starts with an intense study of the customer—her hopes and fears, her
goals and desires. Next comes a deep understanding of the product and how it
satisfies those hopes and fears. It’s this kind of intimacy with both product
and consumer that will help determine a strong, meaningful differentiation.

As Theodore Levitt, a prominent American economist and professor said, “To
the potential buyer, a product is a complex cluster of value satisfactions. The
generic thing is not itself the product; it is merely, as in poker, table
stakes—the minimum that is necessary at the outset to give its producer a chance
to play.”

Furthermore, pricing is the worst distinction because everyone can go a penny
lower. That’s a war you don’t want to get into.

Conclusion

Inferior salespeople ignore all of the above principles. They think a product
should sell itself and require no demonstration or testimonials. Or they rely on
heavy-handed tactics. Of course bad salespeople don’t last long in the
business.

If you want to close more sales, do the long work of building credibility
through your presentation by systematically laying out and piling on compelling
proof upon compelling proof. Know who your customer is, and what she or he wants
and needs. It’s the only way to transform a cynical prospect into a believing
customer.

Share 10 Things Master Salespeople Do to Close Sales Infographic On Your
Site

<p>
<strong>Click To Enlarge</strong><br /><br /><a href='http://blogs.salesforce.com/ca/2014/11/master-salespeople.html'><img src='http://blogs.salesforce.com/.a/6a00e54ee3905b883301b7c708145b970b-pi' alt='Beyond Followers: How to Achieve True Engagement with Social Media' width='600px' border='0' /></a></p><p>Via <a href="https://www.salesforce.com/ca/crm/">Salesforce</a> </p>

About the Author

Demian Farnworth is Chief Copywriter at Copyblogger Media. He also writes on his personal
blog The Copybot. Follow him on Twitter.

http://blogs.salesforce.com/ca/2014/11/master-salespeople.html
6a00e54ee3905b883300e54ef895398834 6a00e54ee3905b883301bb07a66b71970d

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