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What to do when your customer says "NO!"
by Dr. Jeffrey Lant
It's sad, but it's going to happen to you today: a prospect
is going to say no to your offer. That, however, is NOT
important. What is, is knowing what to do when it
happens. That's what separates the men from the
boys; the business people who will profit from those
1) Prepare for the decline
People who succeed in business do not expect
every single prospect to purchase what they're
selling immediately, effortlessly. No way!
Instead, they anticipate that while some will
buy, many will not. Their job is to anticipate those
declines and to prepare in advance what to do
when they get them.
2) Write down every potential objection you
will hear. Then answer them.
The worst possible way to handle an objection
is spontaneously, on the fly. To render the best
reply, you must consider the best reply, crafting,
improving it as you go.
Face it: some people are going to decline
your offer. You should be prepared to respond
immediately when it happens. This means
brainstorming all possible objections... and
coming up with the best, most telling responses.
Your use of these responses must be swift and
sure. There's no time for improvisation when your
sale hangs in the balance!
3) Ask customers why they've declined your
Successful business people, people who get
rich from business, are never daunted by
hearing "No!" from a customer. They see this
response, however adamant, as nothing but a
milestone on the way to making that sale.
Successful marketers know that any "no" means
"tell me more", not "go away, get lost."
4) Ask why
The first step upon hearing the customer decline
your offer... is to ask why.
Treat "why" as an essential tool in making the sale.
The minute your prospect starts telling you why...
you are on your way to a certain sale because the
very act of answering this question means the prospect
is willing to work with you to reverse the very answer
they've just given you! Thus asking "why" is essential
to getting to yes.
5) Listen carefully
While your customer is explaining why she declined
your offer, LISTEN. The natural tendency is to barge
ahead, overwhelming the customer. This is a mistake.
Instead, ask the customer why she declined; then give
her the time and courtesy to listen to her response
without any interruption whatsoever.
6) Make sure the customer understands your original
By asking the customer why she has declined your
offer, you may discover that she doesn't really understand
what you are offering. If she doesn't, present the offer again,
making sure the customer understands absolutely
everything you are offering and its substantial value and
7) When your initial offer is not enough
If you have presented your offer clearly... if you feel
the customer understands it but is still not willing to
bite, it's time to IMPROVE YOUR OFFER!
Now hear this: before you ask a single customer for
a sale, you must brainstorm every single thing you
can offer prospects to induce them to buy.
You must NEVER try to improvise an offer when
you are speaking to a customer. Instead, you should
have at your finger tips the extra goodies you can offer
a customer, goodies that will make the sale without breaking
"Ms. Prospect, I see you want to get our widget... and
I want you to have it. I'm going to improve my original
offer to make sure you get it! Let me show you what
you can get if you purchase today!"
8) When money -- or lack thereof --is the problem
Be prepared to hear from customers over and
over again that money is the problem. This may or
may not be true. Your job is to be prepared either way.
Ask your customers if they would purchase your
product if they had the money. If they say yes, then
your job becomes improving the offer until the
customer understands it would be foolish not to
buy. Improving the offer may well induce the customer
to 'fess up and buy... or risk losing the terrific offer
you have made. Improve the offer and in a minute or
two people who have just told you they're broke will
magically "find" the funds. With improved offers, this
happens time after time!
Note: make it clear to your prospect exactly what
this improved offer contains. Also, be sure the
customer understands that this is a limited-time
offer and that it cannot and will not be repeated.
Make sure the customers understands; this is
essential in ensuring acceptance of this offer!
9) When lack of money really is the problem
Of course, some people -- particularly in our difficult
economic days -- really are broke. They need a different
approach. For this situation, too, you should have
planned in advance. Can you offer
* improved payment terms
* readily available credit resources (like
those at www.paypal.com)
* details on how to secure a pre-paid credit
In short are you ready to be helpful when your
interested, but cash challenged, customer is
ready to act? That's mandatory... if you want this
Turning a no into a yes is what determines your
Let me be blunt: you cannot achieve maximum
business success and the profits that go with it
unless and until you can turn no into yes. Therefore,
mastering the steps in this article is essential to
your maximum well being.
Thus, start today. Never let a prospect go until
you have exhausted every approach to securing
his business. Treat this as a great game, a game
constantly testing your skills and ingenuity; one
with the greatest possible benefits to both your
customer and yourself. For you, hearing the word
no only focuses and concentrates your efforts.
After all, YOU are prepared for this moment. You
know what to do and when to it. You are more
determined to make this sale than the prospect is
to decline it. As a result, this is not just a sale
you will wish for; it is a sale you will get!
About The Author
Harvard-educated Dr. Jeffrey Lant is CEO of
Worldprofit, Inc., www.worldprofit.com where
small and home-based businesses learn how to
profit online. Attend Dr. Lant’s live webcast
TODAY and receive 50,000 free guaranteed
visitors to the website of your choice! For details
on Dr. Lant’s 18 best-selling business books,
go to www.jeffreylant.com
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