PPB November 2018

to simply take notes. Writing down what they say lets them know that I think it is important without getting pulled in. Then I ask an unrelated open- ended question that gets my stakeholder talking. 3 Micro-Commitment Objections. Throughout the sales process, you’ll ask stakeholders for next steps and micro-commitments. Micro- commitments are a series of low-risk commitments that lead down the path to a final buying commitment. Asking for them and consistently getting to the next step keeps the momentum rolling. You must never, ever leave a conversation with a stakeholder without a firm next step. Here’s the problem: The people you are dealing with don’t always see the value in spending more time with you, so they hit you with brush-offs to make you go away. The good news is micro-commitment objections are rarely harsh and, unless you totally bombed, are rarely outright rejection. For this reason, the key to getting past these objections is showing poise and confidence and helping your prospect see the value of scheduling the next step. Once you explain the value in a way that they understand, the prospect will agree to the next step. Value, however, is in the eye of the beholder. They want to know, “ What’s in it for me?” —and you must answer that question. Step into your prospect’s shoes and write down why it should matter to them. What is the value trade for investing more time with you? Then craft compelling value statements that articulate this in your stakeholder’s language and terms. Keep it simple. These value statements don’t need to be profound or complex. They should not be pitchy. Avoid jargon that makes you sound like a marketing brochure. You don’t need to be perfect—just good enough to get to the next step. 4 Buying Commitment Objections. When you ask people tomake buying decisions—sign contracts, hand over credit cards, issue P.O.'s, switch vendors and accept your proposal—you will get objections. Getting past buying commitment objections is often themoment of truth that determines whether you will close the deal. The outcome pivots on your ability to gain control over your emotions, guide the conversation and influence your stakeholder’s emotions. Unlike prospecting objections and micro-commitment objections, the number of possible buying commitment objections isn’t finite or predictable. They are situational. You’ll deal with objections on price and budget, timing, changing the status quo, buying authority, competitors, need and fit and terms and conditions, and a need to talk it over with the boss and to think about it. Dealing with buying commitment objections requires nuance, patience, influence and situational awareness. The process of getting past “no” becomes more collaborative and will seamlessly shift fromobjection to negotiation. The following five-step framework will help you gain emotional control and influence your buyer to say “yes.” 1 Relate. Acknowledge and relate to the objection. Don’t treat your client like a number, discount their concern, challenge their point of view, judge them or start an argument. 2 Isolate and clarify. Ask questions to isolate the real objection, issue or concern. Clarify your understanding before addressing. The key here is to ask open-ended questions that get your buyers talking and expressing their real concerns. 3 Minimize. Remind the stakeholder of their problems, pain, threats, opportunities and the yesses you’ve collected. 4 Ask. Ask again and assume the yes. 5 Fall back to an alternative. If you still get a no, offer an alternative commitment with a lower perceived risk. Have your fallback positions planned prior to your closing call. Practice the worst-case scenarios. Put every potential objection and response on the table and work through the five- step process until you handle them all with ease. I’ve found practice helps build obstacle immunity, prepares you to manage disruptive emotions and makes it far easier to think on your feet. When you plan and practice in advance, you’ll find the actual objections you get at closing are far tamer than what you initially expected. Jeb Blount is the author of nine books, including his latest Objections: The Ultimate Guide for Mastering the Art and Science of Getting Past No. He is among the world’s most respected thought leaders on sales, leadership and customer experience. Through his global training organization, Sales Gravy, Blount advises many of the world’s leading organizations and their executives on the impact of emotional intelligence and interpersonal skills on customer- facing activities, and he delivers training to thousands of participants in both public and private forums. Learn more at SalesGravy.com. 60 | NOVEMBER 2018 | GROW