All good digital sellers know that securing a sales lead is never a smooth task. You will be faced with countless techniques as potential customers can become quite indecisive as you approach the finish line. By recognizing a few of the most common techniques, you will be ready for the counter when they arise and make the most out of your digital selling potential.
Before going too far, you have to understand your sales leads. These are generally busy people with limited time. Your interaction may simply appear as an inconvenience. This may be because they don’t understand what you are offering or they possibly aren’t in the mindset of purchasing. The only fight against this is by making your pitch concise and informative. Clearly define your product, but don’t ramble on into the details. You should also treat this interaction as an introduction. This is probably the first time your client has heard of your product, and like most logical people wouldn’t compulsively make a purchase so quickly. Offer the opportunity for a follow up meeting, and explain that there is no pressure to buy.
“Send me your material, I’ll take a look at it later.”
Statements like these can sometimes be difficult to read. Usually if they come at the beginning of an interaction with a lead, this is a visible sign of a lack of interest and should be taken as such. If it comes after your initial pitch, but before you are able to delve deeper, there may be some interest, but not enough to continue the discussion. At the end, right before you attempt to secure the sale, it means that they were interested enough to give you the time, but at some point what you said turned them off.
Regardless of where it appears, a digital seller should take the time to delve into why they are not interested. Sometimes a lead may not fully understand your product. Maybe they’re just not ready to buy. By making an effort to extend the conversation, by offering an expedited pitch in the first instance, asking a few questions in the second and offering a follow-up meeting or demonstration in the third, you can get a fuller image of what is exactly going through your lead’s head. This allows for the opportunity to bring them back into your sales pitch.
“I’m already using another company.”
This is an opportunity for you to use what should be an extensive knowledge of your product. It’s not unexpected for most of your sales leads to be content with the status quo. It’s up to you to differentiate your product within the market and offer a selling point that clearly explains why you are offering a superior service.
By explaining that you have a customer base that once or still uses their current product and emphasizing that there will be minimal hassle I switching, along with citing examples of these, you will be able to hold your leads interest and allow for more follow-up as you approach a sale.
“Could you call me back later?”
It’s understandable that your lead is busy ad wiling to put you aside for the moment. Here you have to focus on the urgency of the problem your product intends to correct and sell it from that perspective. Explain that they don’t have to immediately buy you product, but that you simply want to illustrate its importance.
Agree with calling them back at a later time, but also offer the opportunity for a short explanation. Don’t be too pushy and try to schedule an exact point in time for your follow-up.
“We can’t afford this at the moment.”
If a company’s budget can be a make or break issue for your product, realistically you may have to let this sales lead go. If not, take the opportunity to delve into why exactly the product is unaffordable. Offer the opportunity to show why your product is worth the asking price. Make an effort to understand what is causing them to have budgeting concerns. Oftentimes this talk isn’t backed up with facts, so there is potential to use that to your advantage.
Explain that there is no pressure to buy and offer the opportunity for a follow-up demonstration, only to show what exactly your product can accomplish.
“So can your product do this?”
This isn’t a bad response, but an easy one to get bogged down in during the selling process. You now have an interested lead and your main goal is to get them to the next step. Don’t let this conversation devolve into the merits of your product. Briefly offer an explanation, the offer a follow-up appointment for a more in-depth look at your product.
Explain that you will rejoin them with a specialist at a later date and confirm a date and time to continue the conversation.
You have to understand that you are not the only one talking to your sales lead. They are flooded with offers from competition on a daily basis. Why should they give you their time to even explain what you’re selling? This immediate no separates good and bad digital sellers. It’s the most common, and only the most persistent can get through it.
It’s also important to realize when the no is definitive. Use your skills to parry the earlier objections, but when it gets to certain point, usually when your lead states multiple times they are not interested, take the time to understand why and move on. You can’t force someone to buy your product. Do the best you can, follow the techniques and learn how you can improve your technique through experience ad rejections.