The sale is one of the loneliest professions since nobody but the seller knows what is really happening between him and each of his interviewees, as well as the real reason why a sale was closed, or not.
Perhaps for this reason, many executives and managers do not really establish what or what are the real causes that prevent achieving the expected sales in each period.
In every interview and at any time, our interlocutor will express objections. Denying this reality inherent in every human being is as absurd as thinking that the sun does not exist when it is cloudy.
The important thing is to know what is happening since its appearance since the result will depend directly and exclusively on the attitude assumed by the sales representative and the way in which they are attended to and respond.
Such is their importance that the objective of achieving a closure at the end of each interview depends on the way and efficiency in which they are attended.
Different attitudes to objections
Although it may be unusual, many experienced professional salespeople either try to raise objections in their interviews or even go so far as to raise them themselves.
For them, their appearance means that the potential buyer is concentrated thinking and considering their proposal and, given their ability and efficiency to respond to them, they know that after that their possibilities of closing will be increased even more with total satisfaction of their clients.
This logic has its corresponding support, since: "Whoever does not object is not questioning the offer in front of him to satisfy his need or solve his problem in a committed way."
On the other hand, and due to the loss of opportunities suffered on several occasions, the less experienced fear unsuccessfully that they arise when they are aware of their lack of ability and skill to respond efficiently.
From this arise all kinds of gadgets and resources that border on the "malpractice" of the sale, then hiding it with various excuses when responding to your supervisor or manager about the reason for each sale not closed.
The attitudes and behaviors of the representative that do not respond clarifying, informing, clarifying, rectifying, etc., in accordance with the expectation of each interlocutor, will generate not only the loss of that sales opportunity but also will close any other future opportunity.
This is due to the image that both leave in the mind of each potential buyer that they contact daily about the representative, the company they represent, their brands, products or services.
When the attitude, clarity, truthfulness, etc., that arise from your responses when attending to them and minimize or eliminate their negative effect, you are able to enter the «virtuous circle of La Venta Profesional ©» where not only new future sales will be achieved with They will also get valuable referrals from every new satisfied customer obtained.
Management keys
The only strength that will consistently deliver results lies in the profile and capacity developed in the sales representative. This ensures efficient initial dexterity and an evolutionary effective response capacity, even for those objections that may be very difficult.
In the absence of an adequate selection and according to a previously developed profile that allows having the representative according to the image of the company, its brands and products or services, any investment in training will be fruitless.
It consists of learning the Professional Sales Techniques © conceptually and practically from the moment of their incorporation through effective initial training. Then it will be up to them to be refined and enriched with the different experiences of all team representatives through appropriate managerial work.
It should be borne in mind that today, the only thing that potential buyers do not tolerate or definitively admit is improvisation, lack of suitability and even the lack of scruples of those who only want to achieve its closure, even at the cost of their satisfaction.
However, this no longer depends on them but on the decision of the managers of each company. They are the ones who must establish the best criteria in their quality and management efficiency through the appropriate decision making so that all their sales result in quality closings to delight their clients, performed with consistency and profitability.
References:
The Professional Sale ©, Part II, Cap. XII
Sales courses. See Modules 7 and 7.4.
© Copyright 2003, by Martín E. Heller
