Here is your million dollar question:

What do your customers REALLY want?

Once you have determined the answer to this question, handling any obstacles in the sale becomes second nature. In fact, when you know the answer to this question, youíll find yourself handling fewer objections, hitting the sweet spot in your sales calls more often, and walking away with the sale. A way to get all of the flavor and none of the fat! Here's how.

Customers arenít thinking of you; they are thinking of THEIR customers. So they want:
1.    More sales and profits
2.    Happy and loyal customers
3.    Greater productivity
4.    Answers to their major issues
5.    Value to their business

Figure out how to help your customers achieve these five goals, and you are now in the driverís seat to selling success.  Think the customers want a lower price? Who doesnít? But if everyone bought on price, we would all be driving two door cars with plastic seats, wearing polyester shoes, and cutting our own hair. So, getting back to the original question, of what our customers really want: SOLUTIONS.

Create more demand. Concentrate on the value of your products and services--solving your customerís problems, and objections will go the way of eight track tapes.

Hereís how to proactively eliminate objections:

1.    Find out your customerís most pressing issue (do they want more customers, fewer shipping delays, faster service, reduced turnover, fewer headaches, better quality) ófind more than one issue you can address while doing your research.

2.    Address your customerís problems in your presentation and focus on how your solution solves their most pressing issues. Forget about selling your features, and concentrate on your customerís real needs.

3.    Provide your customer with options. Give them choices between your option I, II, and III. Customers love the opportunity to make a decision and if you are providing three options, now you are competing with yourself; rather than the ìother guysî.

4.    Anticipate and deal with any possible objections during your presentation. You do this by asking good quality questions in the early stage of your sales calls, and also by keeping the customer involved in your presentation. (I have a whole program on how to create dialogue with customersóleading to more sales. Our clients are amazed at how well this works with their seasoned sales professionals who arenít using this technique!) As songwriter Randy Newman once said, ìWe talk tooooo much.î

5.    Focus on selling valueónot price.  If you are meeting the customerís real needs, concentrating on the customerís issues, and helping your customer build his business; price objections are reduced and even eliminated. (Who cuts their own hair?)

Now you have it. The formula for finding out what your customers want so you are eliminating objections from the beginning.  So, Happy Selling!