Regardless of what business you’re in, there a certain percentage of rejection that you have to weather. In every sales job there’s rejection and in some jobs the rejection is the root cause for failure.
It is SO important to understand that rejection CAN NOT affect your persistence to move forward.
Look at it this way… each time you get rejected, you’re one step closer to the sale!
In a telemarketing job that has a closing average of one sale to every 100 dials… you have to be praying for those 99 NO’s. Every NO puts you one dial closer to the call that answers with YES!
Do you have a similar circumstance?
Hi Mark,
I enjoyed your note on 99 no’s to get to 1 yes. It made me think about customer objections and barriers; the issues that customers provide that seemingly stop the sales process. To continue past the “no” it helps me when I enhance my view of these customer objections to from a door being closed to simply a negative way that the customer is choosing to state their need. When a customer says, “no thanks, your price is too high,” they are really saying, “I have not seen the value of your offering.” The core reason that purchaes are not made is because the buyer did not see the value of the offering…think about it, the last time we said “no” to a purchase was likely because the offering was not worth it. As a sale professional, I must sell value. Have a great day,
Bob Bortz
great point Bob… I did leave out the fact that these 99 NO’s are a variety of reasons, yet regardless of the reason, it results in NO. Our job as sales professionals is to sell value… and with each client, value is viewed differently. What are some ways you use to sell value?
Hi Mark,
Every sales situation is different and it is the job of the sales person to position the sales in a way that will enable each customer to see the value of what is being offered. That being said, it is important to remember that “value” can be defined as both a verb and a noun. When selling value the verb, to appreciate something, it will most likely have a different meaning to everyone and will be very difficult if not impossible to measure. When selling value the noun, an amount of…as in time or money, it will have a quantifiable meaning.
I believe that the number one reason that people do not buy things is because they do not see the value of the product. Focusing on selling value the noun helps to provide clarity to the buyer so that he/she can make a good purchase decision.
To create and show value, I simply focus on quantifying the benefit of the solution I am selling. If my solution has the benefit of supporting revenue generation, I quantify how much revenue it will help to generate. If my solution supports increasing efficiencies, I determine what that equates to in time.
Once I have quantified the value of my solution for the customer, I marry it up with three other key ingredients before presenting it to the customer. I add the solution’s features, benefits, and relevance to what I’ve quantified. With these four ingredients I can confidently present a solution that will show the customer its value and enable them to make a good purchase decision.
Bob
I really love the 4 ingredients method. I’m putting that into practice today!
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