Greetings Floor Dealers!
When a prospect voices an objection, most flooring sales people go into paroxysms of fear, frustration, anger, etc. This is because they see an objection as a “no.” This couldn’t be further from the truth in most cases.
When someone gives you an objection, what they are really telling you is that they have some level of interest, but there’s an issue causing them to hesitate. By voicing their objection they are giving you a golden opportunity to address their issue of concern. If they were truly not interested in buying from you they would likely say “no” and leave without saying anything else. Objections are an open door; an invitation to convince them.
Price objections
A price objection is nothing more (in most cases) than an invitation to show them compelling reasons why your price is higher, and how they will benefit by spending the extra money with your store. You need to give them the tools to justify why spending more with you is a the right decision. Most people are willing to spend more, but there has to be a valid reason for the additional expenditure. i.e. Client-oriented sales system, warranties, guarantees, great installers, etc. Only about 10% of the population are die-hard price shoppers.
In this economy you’ll have to work harder to overcome price objections; you need to be at the top of your selling game; you need to have all the compelling reasons for your client to pay more cocked, locked and loaded. But make no mistake: even a price objection is an invitation.
Oh, one other thing. Don’t take objections personally, and train your sales team likewise. Too many sales people get emotionally wrapped up in objections; they see them as personal rejections. This can cause the sales person to get angry or frustrated or to psychologically tuck their tail between their legs. Your prospects will pick up on this. Emotionally you’ve got to let objections roll off like H2O off a waterfowl’s back.
To Tons Of Customers!
Jim Augustus Armstrong is The “Coach”
Jim Augustus Armstrong is the President of Flooring Success Systems, a program that equips dealers to double their profits, cut their work hours in half and beat the boxes! Many dealers have totally transformed their businesses and their lives for the better after joining Flooring Success Systems.
See what real, live dealers are saying!