A BASIC LAW OF PHYSICS

OK try and stick with me on this one. Every time I start to explain this to reps the knee jerk reaction I get is a loud moan and someone saying “I hated physics” or “I couldn’t learn it in school what makes you think I can learn it now”?

The reason I think you will learn it now is simple, NOW IT IS A MATTER OF MONEY!

Here we go:

FOR EVERY ACTION THERE IS AN EQUAL AND OPPOSITE REACTION.

How simple is that? Let me give you an example, when you are in your car sitting at a stop sign and you gun the engine your car races forward (the action), you in turn are pushed back in your seat (the reaction).

What we do as sales reps works the same way. What we say to a customer (the action) solicits a response (the reaction).

If you are hearing the same things over and over again it is usually because of what you are saying to the customer. So many reps try and place blame on everything but the real problem. They will blame the economy, the territory, the product, their company, the weather, and anything else they can think of. The truth is the problem lies in their sales approach.

We have all been through classroom sessions where we were taught to “OVERCOME” objections. I have taught these classes hundreds of times to thousands of reps. It wasn’t until I realized that by the time you overcome an objection the damage has already been done that I started to look at what I can teach a rep to do to be ahead of the curve and stop objection BEFORE they are spoken.

As reps we need to find the words, find the demos, find the feature, and find the BENEFIT that will keep the customer from having the objection in the first place. To do this we need to look at the root cause of objections. For most customers an objection is a defensive measure that keeps them from saying yes. Sometimes this defense is imaginary and sometimes it is absolute fact.

How can we stop an objection before it is spoken? We need to have the answers built into our presentation. Let’s face it, we know what we are hearing repeatedly as objections, what we usually don’t do is change our presentation to head them off, we are constantly doing what we have been taught to do, OVERCOME.

Well if we start to think ahead of the curve and build the right presentation we can close faster and have more satisfied customers than we have ever had before.

The law will not change, FOR EVERY ACTION THERE IS GOING TO BE AN EQUAL AND OPPOSITE REACTION, by changing our actions the reaction we get from the customers can be much more favorable.

Lorin