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Re: Services Marketing & Selling

(HiProbSell@aol.com)
1/7/96 4:50:00 PM 

In a message dated 96-01-05 21:17:33 EST, Aref Moin wrote:

> Objections are an integral part of any business. Sometimes, the absense of
>objections actually indicate the lack of interest on the part of the market
>segment you are trying to attract. Objections are really, OPPORTUNITIES --
to
>inquire what's really going on in the prospect's mind to sell, and above
all,
>to CLOSE. From a consumers' point of view, when faced with making a
purchasing
>decision, the decision is based on how much they know about the
>product/service and what its going to do for them. The product/services'
features and
>benefits (particularly the benefits) provide this required knowledge. When
the
>consumer does not have enough information or has the incorrect information,
their
>concers take the form of objections. Understanding, recognizing the
resistance, and
>responding to these objections will not only generate more closed sales but
>will also strengthen your internal marketing plans.






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You are entirely correct IF your objective is to close a *higher percentage*
of the prospects that you talk to.   If you spend your time handling the
objections of,  educating, persuading, and convincing the prospects that you
talk to, you will probably change some people's minds.  However, you won't
talk to very many.

If on the other hand your objective is to close a *high number* of prospects
you'll talk to many times more prospects, each for a much shorter amount of
time.  You won't try to persuade, educate, or handle the objections of,
anyone that doesn't want what you're selling.  The only prospects you'll talk
to for more than two or three minutes are those who already want what you're
selling.   You'll sell a lot more in the same amount of time - and you won't
have all of the frustration and aggravation involved in those old fashioned
selling methods.

   Regards,

  Jacques Werth, co-author:
"HIGH PROBABILITY SELLING Re-invents the Selling Process"
 "The most astonishing and generally convincing book on sales..." 
                                               SUCCESS magazine, May '95.

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