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Atricle Dump - Sales Training - What Is a Disguised Implied Need?
I get a ton of emails asking me about newspaper advertising. First and foremost, most people ask me if the growth and popularity of the Internet and other forms of “new” media have made newspapers obsolete as an effective advertising medium. To that I say, no way! Newspapers are alive and well, and as powerful as ever! If they weren’t, advertisers (of all shapes and sizes) wouldn’t continue to throw billions of dol
Before we go on, let me give you an example. Read the statement below and consider the reflex response from the salesperson.
Prospect; “Right now we do not have the resources internally to manage such a complicated solution.”
Salesman; “If we could show you how easy it could be to make this possible would you buy from us.” What Are The Business Rules Of Your Organization?
The theory of Behavior finance shows us the influence of emotions in the decision-taking-process. Because of various reasons, we use rules that are not always rationally sound.Myers and Briggs have elaborated the psychology of Jung into a psychological model that describe different personality types. These types give insight in which different people have different preferences. For example, the differences in the way they consume information (through concrete observation or through intuition
Some would argue, as salespeople, we have not handled all the possible objections upfront, in other words we have not demonstrated our value proposition fully. However, in the real world objections at the last minute happen to all of us regardless of what we think we have done to conclude the deal.
What objection?
It is what we see as an objection and how we manage that objection that will give us the edge in closing the deal. I have been asked many times about how to handle objections and my initial stock answer is usually, “Have you fully demonstrated your value proposition to the client?” However, this does not serve a great deal of good if the salesperson feels inclined to think, “Of course I have.”
It may be true that the salesperson has indeed not identified some of these objections when going through the sales cycle, but that does not mean the end of the deal. The prospect is talking to us because they have a need and I would suggest that any objection is in fact an “Implied Need.”
Whilst the majority of objections are ‘Implications of Need,’ there are some that will be described as real; the ‘price objection’ and the ‘product objection’. These real objections are handled by reducing their impact with the value argument. Set them against the benefits that have been agreed already and their affect is minimised.
So, get into our minds that there are only two “real” objections behind why a prospect may not buy and you will find that any other objections can be handled - which will allow you to further demonstrate your value.
Prescriptive Reflex!
Many training courses promote the use of prescriptive reflex responses to the typical objections that a salesperson will encounter. Unfortunately such methods preclude us from seeing the objection as a positive contributor to the sale. As we have discussed, objections are really needs in disguise and by using the ‘reflex statement’ we are in fact ignoring the prospect’s views and needs.
Before we go on, let me give you an example. Read the statement below and consider the reflex response from the salesperson.
Prospect; “Right now we do not have the resources internally to manage such a complicated solution.” Salesman; “If we could show you how easy it could be to make this possible would you buy from us.”
Right now, as you're reading this article, notice something. Do you have a headache? No? Did you notice that you didn't have a headache until I asked that question? Stop for a minute and appreciate the fact that you don't have a headache. Celebrate that your head feels good.Do you find that a little goofy? Yet it's usually only when our head hurts that we wish we'd remember what it feels like not to have a headache. Only when we feel lousy can we appreciate what it's like to feel well.
It may be true that the salesperson has indeed not identified some of these objections when going through the sales cycle, but that does not mean the end of the deal. The prospect is talking to us because they have a need and I would suggest that any objection is in fact an “Implied Need.”
Whilst the majority of objections are ‘Implications of Need,’ there are some that will be described as real; the ‘price objection’ and the ‘product objection’. These real objections are handled by reducing their impact with the value argument. Set them against the benefits that have been agreed already and their affect is minimised.
So, get into our minds that there are only two “real” objections behind why a prospect may not buy and you will find that any other objections can be handled - which will allow you to further demonstrate your value.
Prescriptive Reflex!
Many training courses promote the use of prescriptive reflex responses to the typical objections that a salesperson will encounter. Unfortunately such methods preclude us from seeing the objection as a positive contributor to the sale. As we have discussed, objections are really needs in disguise and by using the ‘reflex statement’ we are in fact ignoring the prospect’s views and needs.
Before we go on, let me give you an example. Read the statement below and consider the reflex response from the salesperson.
Prospect; “Right now we do not have the resources internally to manage such a complicated solution.”
Salesman; “If we could show you how easy it could be to make this possible would you buy from us.” What Does the Future Hold for the Chinese Air Freight Industry?
Recent figures show that China is the fastest growing aviation market in the world. Indeed, between 204 and 2005 China’s air freight volume increased by 25% and 20% respectively. Furthermore, passenger traffic also grew considerably in this period.However, shortage of available freighters is threatening to restrict the growth of China’s air freight industry.
According to the vice President of China’s largest air freight forwarding company,"We want to expand as fast as possible … But
Whilst the majority of objections are ‘Implications of Need,’ there are some that will be described as real; the ‘price objection’ and the ‘product objection’. These real objections are handled by reducing their impact with the value argument. Set them against the benefits that have been agreed already and their affect is minimised.
So, get into our minds that there are only two “real” objections behind why a prospect may not buy and you will find that any other objections can be handled - which will allow you to further demonstrate your value.
Prescriptive Reflex!
Many training courses promote the use of prescriptive reflex responses to the typical objections that a salesperson will encounter. Unfortunately such methods preclude us from seeing the objection as a positive contributor to the sale. As we have discussed, objections are really needs in disguise and by using the ‘reflex statement’ we are in fact ignoring the prospect’s views and needs.
Before we go on, let me give you an example. Read the statement below and consider the reflex response from the salesperson.
Prospect; “Right now we do not have the resources internally to manage such a complicated solution.”
Salesman; “If we could show you how easy it could be to make this possible would you buy from us.” Establishing Rules in a MasterMind Group
One very important way to ensure interest and keep a mastermind group moving toward new challenges is to set rules in the beginning. The first couple of meetings should focus on these rules and begin to build trust. Trust is essential to a group’s success. Without it, people will become disenchanted and leave the group. A mastermind group’s goal is to be able to engage its members in thought provoking discussions that lead to solving issues that are important to the group.This is the first rffect is minimised.
So, get into our minds that there are only two “real” objections behind why a prospect may not buy and you will find that any other objections can be handled - which will allow you to further demonstrate your value.
Prescriptive Reflex!
Many training courses promote the use of prescriptive reflex responses to the typical objections that a salesperson will encounter. Unfortunately such methods preclude us from seeing the objection as a positive contributor to the sale. As we have discussed, objections are really needs in disguise and by using the ‘reflex statement’ we are in fact ignoring the prospect’s views and needs.
Before we go on, let me give you an example. Read the statement below and consider the reflex response from the salesperson.
Prospect; “Right now we do not have the resources internally to manage such a complicated solution.”
Salesman; “If we could show you how easy it could be to make this possible would you buy from us.” The Home Field Advantage
Here’s the Scenario for Economic Development Strategy
After a six-month national search, your firm has developed a short list of three highly competitive sites for your client’s new manufacturing facility. You’ve had helicopter tours of Greenfield sites and met with local government and economic development officials. You’ve gathered information on available workforce, historic weather patterns and school systems. You’ve been placed on the ‘rubber chicken’ circuit, treated to local cuise sale. As we have discussed, objections are really needs in disguise and by using the ‘reflex statement’ we are in fact ignoring the prospect’s views and needs.
Before we go on, let me give you an example. Read the statement below and consider the reflex response from the salesperson.
Prospect; “Right now we do not have the resources internally to manage such a complicated solution.” Salesman; “If we could show you how easy it could be to make this possible would you buy from us.”
The prescriptive response from the salesperson will only harm the sales cycle. This is a wasted opportunity. There are real needs behind the prospect statement. In fact it is not an objection at all but a series of ‘implied needs’ which, if explored and developed, would enhance our chances of addressing all the customer's requirements. Can you name all the “implied needs” in the prospect’s statement? Could you turn these “implied needs” into “benefit statements” which will help close our deal?
If you can’t see the implied needs, it does not mean you are bad at selling, it usually means that you may need to improve or hone your skills. Why not write down some of the “objections” you have encountered in the field over the last few months. Look at them and see if you can pull out the implied needs. If you want, email them to us and we will reply with the implied needs.
You could also read about BlueEskimo’s sales methodology, Real Value Selling©. It is all about the value proposition. This primarily describes the only reason, motivation or justification for an organisation or company to purchase any product or service. These values are also described as the 'Buying Criteria' – the reasons for choosing a particular product or supplier over another. These justifications are commercial and can only be described in financial terms, or the payback but not the price!
And if nothing else, next time you encounter an objection, remember it is only an implied need in disguise.
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