Prevent the objection, "Home office requires that we use ___

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Blog Post - March 22, 2024

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Prevent the objection, "Home office requires that we use ____." Strategy 4 of 4

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Prevent - Preempt - Respond

When does it usually occur? After the initial introduction of your products/services.
Probable Cause: Prospect does not believe they have the authority to move forward.
Objective: Identify the buying influences

Prevention Strategy 4 of 4: Ask the prospect about the Benefits they and the other decision-makers will receive from using your products/services that they can't get from the current supplier.

Make a list of areas where you're strong, your competitor is weak, and the prospective customer has needs. These are your Unique Selling Points.

Convert them into the persuasive language of selling: Features, Advantages, and Benefits.

Orient the prospect to the category for a Unique Selling Point (USP), then apply the FAB/TEA value selling model.

Part 1: Educate the customer.

Tell them the Feature.
Explain it with the Advantage.

Part 2: Sell with questions

Ask about how the Benefit will positively impact them.

Here's an example from the "Objection Free Selling" book. You sell containers exposed to the elements. Your competitor's product in this sales situation is made of steel. Yours is made of plastic.

F: Plastic

A: Won't rust

B: Lowers maintenance and replacement costs

Part 1. Educate: Tell the Feature and Explain it with the Advantage.

"The product is made of plastic (F), so it won't rust (A).

Part 2: Sell Ask about the Benefits targeted toward the four business needs (efficiency, profit, security, and image) and the four human needs (money, safety, esteem, and pleasure).

"How many containers do you need to replace each year due to rust?"

"What about labor costs of removing the stains?"

"Are customers put off by the rusting containers?"

Continue to apply the big hitter questions focused on their business and human needs. Continually reducing the answers to quantifiable value.

You would select the USPs and questions based on the decision-maker's role (interests).

Each decision-maker has their own set of responsibilities and authorities. If you have to work your way up to who makes the decisions, you now understand that many people are involved.

Decision-Makers in Your Sale and the Value they must have:

Final Authority: Return on Investment, Return on Assets, Rate of Return.
Specifier: Specifications and performance outcomes, cost-benefit analysis
Coach: Credibility - internal (you, product/service, company)
Recommender: Credibility - external (references, testimonials)
Negotiator - value, proof, timing
End User - use what you sell, buy what you sell, store what you sell.

More than one person can be in each role, and you can have one person serve in more than one role. You can tell which role they are in by the questions they ask.

Resource: Objection Free Selling is now 78 months on the Amazon Top 100 Best Sellers List. Get your copy today.

Buy the eBook or 316 Page Paperback: Objection Free Selling with its 874 objection PREVENTION, PREEMPTION, and RESPONSE strategies for the 85 most common sales stopping objections categorized by the missing Buyer Belief that caused it.

Select this link to the eLearning course: Objection Free Selling.

Select this link to download the free list of the 85 Most Common Sales Stopping Objections organized by missing "Buyer Beliefs" that cause them and to see the list of upcoming blogs.

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