How to Coach Yourself and Others Influencing, Inter Personal and Leadership Skills | Page 44

2. Failure to Be Perceived as an Expert
Another common reason underlying objections is that your customer doesn’t yet see you
as a partner in their business. At the very least, they should see you as a source of
expert information and assistance when they need it. If they don’t see you that way yet,
you will need to work at reinforcing their perception of you as a benefit to their
organization in order to persuade them to complete the sale. You can do this by taking
some simple steps like:
• Sending customers information from industry publications or other sources that are
related to their business
• Keeping informed about any regulatory changes to their business
• Following your customers in the news so that you know what their challenges are and
what they might need in the future
• Creating a network of contacts so that if your customer needs something you don’t
provide, you have a specific person that you can refer them to
• Continuing to receive training on developments of the products that your company
offers, as well as any products that your competition is offering
• Attending conferences that are related to your industry and sharing what you learn
with your customers
Once you are perceived as an expert in the customer’s field, you will find that objections
become much rarer. The customer will come to you asking for advice and suggestions
rather than you having to go to the customer and ‘sell’ to them.
4. Adopt the Correct Attitude
Your mind needs to be in the right place when you enter into negotiations. Otherwise,
you will simply not be as persuasive as you could be. You don’t want your emotions to
get in the way of your ability to interact with the other party and you want to be
prepared to continue providing the best quality service you can for the customer. Here
are some tips for ensuring you have the right attitude:
• Be confident in yourself, your organization, and the value that your product or service
provides
• Remember that objections to your proposal are not objections against you personally
• Remain calm in order to keep thinking clearly and responding well
• Be patient because not everyone thinks at the same pace or in the same way
• Remind yourself that the goal is to find a solution and agreement that provides value
to both parties
5. Know Your Ultimate Conditions
We know a few things about customers by now. We know that they are likely to try to
get the lowest price and most favorable conditions possible. We know that they can have
unrealistic expectations or unreasonable demands. But we also know that there is a
point during the negotiations at which they are willing to walk away from the table and
go to the competition instead.
You need to know the same information about your own position.
At what point will you decide that persuasion and influence is not possible, and that you
would be better served pursuing another customer?