| Dear Coach: How do I deal with objections from parents, when the service I sell benefits their children--not the parents? Coach says: Lots of objections can be prevented by conducting a consultative sales conversation. But let's deal with the benefits issue, first. You should take a few steps back: How do the parents directly benefit? Work on articulating just what parents get out of it, aside from being good parents. You will end up with a two-pronged benefit statement approach. For example: "Our Learning Camp programs increase kids' self-esteem and study skills. Your kids will be able to use the study skills for life, which opens doors for life. Many parents say they also appreciate how Learning Camp frees them from being homework taskmasters. And, parents also often say they enjoy seeing the message they've been trying to deliver to their kids for years finally sink in." You can use these general benefit statements when you don't have the chance to uncover specific interests and needs. For example, you can use the above benefit statements as part of your networking introduction. Such general benefit statements are okay. What's even better is to find out how your products or services may work for each individual you're talking with before you talk benefits. You do this as part of the sales conversation. A consultative sales conversation should flow a lot like this: Set the stage for the conversation. "I'd like to tell you a little bit about our company and programs, then ask you some questions to see if our services might be of use to you." Check in. "Is that alright with you?" (Wait for a yes.) This is also a great point to get the prospect engaged in the conversation by asking something like, "Is there anything specific you'd like to make sure I cover?" Ask questions to uncover needs, interests, perceptions, etc. This is where the bulk of the conversation will be and it would take too much space to list enough example questions. Instead, we want to note that you may see problems or needs that prospects don't. So be sure to ask questions that open up the conversation. For example: "So, the longer study time is conflicting with scheduling fun. Tell me more about how this affects you." And, each time, find out if this is a big issue for the prospect not. For example: "Is it fair to say this is a big problem for you?" When you've got enough information, signal that you want to switch gears. "I've got some ideas about how our services might suit you and your child. Before I go into them, is there anything else I should have asked about?" Here's why you should signal a switch in conversation: For the last part of the conversation the prospects have been doing most of the talking. Since you're about to do most of the talking, you're changing the flow of conversation. If you just jump in and talk without signaling this switch, their defenses will go up. This defense response is hard-wired into our brains: The sudden change is perceived as possible danger. You prevent all of that by signaling a switch. Present: As you present, match what the parent(s) said were problems with benefits. Use their words, when possible. DO NOT use assumptive language; instead, talk about your other clients and/or use consultative words such as "may," and "if." For example: "One thing you mentioned is that Jack has pretty good study habits, but the homework load is getting so big his study time is conflicting with family fun. It's tough because you want him to have a balanced life. And, you're aware it won't be all that long until he doesn't want to spend much time with his parents at all! Adjusting to higher work loads having a balanced life are common challenges for a lot of good students and their parents, and we address them with our programs in a number of ways." (Expand on that.) "Many parents have told us their kids are far less stressed and tight for time, and so are they." When you want to plant seeds of benefits the prospect did not bring up in terms of issues, don't say something like, "Have you thought about…?" Instead, mention other clients. For example: "We also often hear from program graduates who have gone on to the next phase of schooling-from junior to high school, or from high school to college. The kids tell us their friends have a really hard time adjusting to higher expectations, but they don't." After presenting how your services can help this family, check in: So far, so good? "How does this sound so far to you?" Signal a switch again and ask permission to move into qualifying. "Now I'd like to put on my sales hat and ask you some questions about timing, budgeting, and so on. Would that be okay with you?" Qualify: Uncover information about timing, money, and how they make their decisions. (For more on this, see How Hot is That Prospect? in Sales Methods.) Your goal is to uncover information. Proceed based on what they tell you--don't try to force a close now unless you're selling a commodity (something differentiated primarily by price). If their decision process involves talking to someone else--a teacher, their child, whomever--ask them, "What do you think (so and so) will say?" If they want to think about it, "Great! When should I check in with you?" And then ask why at that time, "I'll be happy to call you in two weeks. Any particular reason why two weeks?" Close conversation: Open business relationship, or set expectations for next-steps. "I think we're all set here, for now. I'll note that you'll be chatting with your neighbor the retired school teacher when she gets back from France. I'll give you a call after that. Feel free to call me, too, if anything comes up in the meantime." The above consultative approach heads off many objections. For advice on handling a specific objection, let us know what that objection is. |