1. Never use the word “BUT” to counter an objection in Sales Conversations
This one little word is often used when responding to an objection and it can spoil everything else you say. “But” negates everything you say before it so disagreement is all the customer hears in sales conversations.
If a customer comes up with an objection, acknowledge it and follow with the word “and” not “but“.
Customer: This software sounds like it would take a long time to install.
Salesperson: Yes, it does take a long time to install and that challenge is taken care of by our own expert consultants who set the whole thing up for you as part of the service.
Customer: It’s very expensive
Salesperson: I understand you thinking that and that’s why I would like to include a free service contract in the price for you for 5 years. How does that sound?
Customers are motivated to buy for their reasons, not ours, and deep down, they buy a benefit you offer for one of two reasons; to avoid pain or gain pleasure.
To be an excellent salesperson then, it would be important for you to recognise whether a person is a “towards pleasure” person or an “away from pain” person so you can describe the benefits of your product in the appropriate way.
For example, if you were promoting a stress management programme, the customer might be influenced to attend if you told him the programme was guaranteed to reduce stress (“away from pain”) or he might be motivated to attend if you told him he would improve his functionality (“towards pleasure”.)
It is therefore important to listen to the customer’s language when you are finding out his needs. Does the customer talk in “away from” or “towards pleasure” language.