Persuasive Selling - Overcoming Barriers

Marketing

Persuasive Selling - Overcoming Barriers
by Thomas Fee



When you are delivering a sales presentation, there will always be barriers and objections to overcome. There are three sources of barriers and objections in selling: the environment, sellers and prospects.

Barriers presented by the environment can be dealt with by checking out the facilities and equipment you'll be using ahead of time. Arrive early to check your equipment, size of the room, seating arrangements, access and potential distractions. Correct problems ahead of time, and anticipate possible disruptions due to circumstances beyond your control.

Sellers often create their own barriers. These fall into two categories: verbal and non-verbal. Verbal barriers include:

Talking too much or too little

Talking too fast or too slowly

Talking too loudly or too quietly

Emotional or abusive language or tone of voice

Lack of acknowledgement of others

Speaking negatively about yourself or others

Complaining

Non-verbal barriers include

Issue avoidance

Overpersistence

Lack of responsiveness

Dogmatic assertions

Double messages

Poor eye contact

Excessive questions

Too many personal examples or stories

The best approach is simply to be sincere. People who believe you have their best interest at heart are more likely to buy from you.

Barriers and objections created by prospects can take many forms. In his book, Getting Past No, Bill Ury suggests five steps to use when dealing with difficult situations and people:

Don't react - suspend your immediate response and get the full perspective

Don't argue - listen to the issues and try to put yourself in the other party's place

Don't reject - reframe and find some common ground for discussion

Don't push - give the other party every opportunity to be reasonable

Don't escalate - use the opportunity to educate

Objections to specific elements of your value proposition may also need to be addressed. The first thing to do with an objection is classify it as:

Request for additional information

Condition

Emotional reaction

Rational contradiction

Next, determine whether the objection is:

Substantive - addressing the actual content of your proposal

Procedural - having to do with the context, or how your presentation is being made

Finally decide whether the objection is:

Major (a possible deal killer)

Minor (able to be overcome by mere explanation)

Following these simple guidelines, will help you to deal in a more effective manner with barriers and objections. It also doesn't hurt to walk toward a person while they are stating an objection. In body language, it says that you welcome their participation and are not afraid to deal with issues head on.

Finally, remember the following general guidelines, when dealing with barriers and objections:

Anticipate them

Be the first to bring them up

Plan your responses ahead of time

Welcome them when they are presented

Handle them as they arise

Listen to the whole story and confirm your understanding before responding

The ironic thing about many barriers and objections to selling is that resolution may not be their object. They may be merely a way of testing to see if you are willing to listen and understand the prospects' concerns. Understand your prospects well enough to know when to listen and when to speak.

Carry on.


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Thomas Fee tomfee@procentral.com