Thursday, February 18, 2010

The #1 Secret to Increasing Sales In Any Economy

Brian Tracy

Have you ever had a prospect come up with a deal-killing objection just when you thought you had the sale?

They'll tell you the price is too high, they're not ready to buy right now, want to think about it, can't get the boss to approve it, or worst of all, "aren't interested," when you know for a fact they need your product or service.

What do you do? Do you try to counter each objection, and convince them to buy?

Trying to Overcome Objections Is The Wrong Approach.

The common reaction when a potential customer brings up an objection is to ramp up your sale pitch, to counter the objection and get past it. And that's where the problems start!

As soon as you overcome one objection, the client raises another and on it goes. And by falling into this trap you've put yourself into a defensive position, a position of weakness instead of strength.

The easier way to get more sales is to avoid being dragged into this process of trying to overcome objections to start with.

When I first started out in business, I didn't know how to handle the common objections that were killing too many sales. And it really annoyed me. That was until I discovered one simple truth about selling. And I'll tell you what it is in just a second, but let me ask you two questions first.

Who are prospects more likely to be convinced by; themselves, or you?

Who is better at closing the sale; the prospect, or you?

Every smart sales person knows the answer is it that "convincing" people is a big waste of time. It can occasionally work but most of the time it's a bad idea.

Savvy sales people know their role is to help their prospects identify their concerns and find the solution. When you do that—no convincing, no pitching is needed.

The Truth About Selling More.

The simple truth about selling-and the secret to selling more—is that your prospects are better at closing the sale than you are, if you lead them to it.

Once you understand this and put this breakthrough technique into practice, you'll close many more sales. This approach turned my career and my business around and changed my life. It can do the same for you.

Address Concerns Instead of Objections to Sell More.

Here in San Diego, I live near a beautiful golf course, one with it's fair share of sand traps. Every time a golfer lands in one of these, they want to know how to get out.

Having played the course a number of times, I know a simple secret. It's far easier to get a winning score when you avoid the sand traps altogether.

Selling is the same. If you want to be successful, you need to know how to avoid prospects' deal killing objections in the first place. And the easiest way to do that is to eliminate them before they surface. When you do, you'll find yourself closing more sales in less time.

Remove the obstacles to the sale before prospects get stuck on them and you'll remove their resistance and sell more of your products and services—again and again.