FALSE VERSUS REAL OBJECTIONS
When "selling" franchises, you will constantly be encountering false and real objections. If you give up with the first "false" one you receive from a prospect, you are not only possibly losing a great franchisee for your company, you are doing your prospect a great injustice....
Why? Because we are all basically procrastinators at heart, we are most comfortable not making decisions of any kind. It is easier to not choose...even between easy alternatives. In your sales process (despite what you may have been taught), your role is not just to cleverly overcome all the objections you receive, but rather get the sale done!
The prospect may NOT even be aware of "why" he/she is resisting you. One thing is for certain though: If you do not use a lot of care when dealing with the objections, the prospect may resent your every effort...even though they may be interested in what you have to offer. When dealing with almost any objection, what the prospect is really saying is: "Give me some good reasons why we should go further, and I will".
FALSE OBJECTIONS: In this category fall all objections that just don't make any sense whatsoever, such as (1) " I'm not interested ", (2) " I need to think it over ", (3)" I'm not ready to do anything at this time ". Until you deal effectively with these non-reasons, most prospects will continually reel off an unending list of them. Lets deal with them individually, with an appropriate response, but preface all of them with "I KNOW HOW YOU FEEL" (1) "Let me ask you, Mr. Prospect, exactly what is it about our business that you are not interested in? (2) "Tell me, Mr. Prospect, what is it that you will be considering while you are thinking about it?", (3) " Could you give me an idea of what may be happening between now and then that would allow you to proceed?" The preceding three non-issues are heard every day, and unless you deal with them effectively you will never get to the REAL issues. Too many franchise sales people knuckle under, fold their tent, and pack their bags with the slightest resistance. IF YOU DO THIS, YOU ARE LOSING HALF YOUR SALES.
REAL OBJECTIONS: The REAL objections are the ones that you get after you deal with those above. USUALLY, there are only three really valid classes of objections:
1) Issues regarding the credibility and viability of your company;
2) Issues regarding the prospect's mental and physical ability to do the
work required by the particular franchise;
3) Issues regarding the prospect's ability to adequately finance the
venture including your franchise fee, start-up capital, and carrying
funds until positive cash flow occurs.
IF A PROSPECT WANTS A BUSINESS OPPORTUNITY, CAN AFFORD IT, AND YOUR BUSINESS WILL FILL HIS/HER NECESSARY PSYCHOLOGICAL AND FINANCIAL NEEDS, YOU HAVE AN OBLIGATION TO THAT PROSPECT. YOUR OBLIGATION IS TO PROVIDE ENOUGH INFORMATION SO THEY CAN MAKE AN INFORMED DECISION. TO DO THAT, YOU MUST CONSTANTLY IMPROVE YOUR SKILLS AT ASKING ONE VERY SIMPLE QUESTION "WHY?" UNTIL YOU LEARN TO DO THAT, YOU LOSE AND YOUR PROSPECT LOSES!
REMEMBER: FRANCHISE SALES IS NOT A GAME, A ROLE, OR MANIPULATION TECHNIQUES. IT IS THE SINCERE DESIRE OF A SALES PROFESSIONAL TO HELP PROSPECTS SOLVE THEIR CONCERNS.
Sunday, April 19, 2009
Wednesday, April 8, 2009
TESTING THE OBJECTIONS "Lets Imagine Tip #4
FRANCHISE SELLING TIPS: # 4
What are objections, anyway? Are they statements that prospective buyers of our franchise make to indicate that they are really not interested in your opportunity? Probably not. Pure and simple, objections are questions regarding our program that the prospect needs clarified before he or she can be comfortable in making a positive buying decision.
"Let's Imagine" is a great way to determine whether this objection is real or not. Are you aware that oftentimes the prospective buyer of any franchise doesn't even know what his/her real objection is? So, along with our finding out what is at the heart of the matter, "let's imagine" will often help our prospective franchisee sort through their agenda to determine the true problems with which they are struggling.
In the first place, don't jump all over your prospect when you hear an objection. Sometimes in the franchise sales business we hear so many of them we may develop a defensive tendency... be careful. Listen to them, and acknowledge what you heard them say. Then use the following language:
" let's imagine for a minute that I could answer this concern to your complete satisfaction. If I could do that, would you then be ready to have us consider you as a candidate for our franchise?"
At this point, you must be absolutely quiet and let them answer the question; they will either give you a "Yes" or a "No". If they say "Yes", first ask them: "Are you sure?" Then, answer the concern, all the while creating benefits along the way. Have other prospects felt this way? Tell them so. Have you heard this concern before? If "yes", say so. Are you answering it thoroughly? Be prepared for minor clarifications. After dealing with the issue, ask them if they understand what you have said, and if they see now that their concern is laid to rest.
If you get a "No", then you have to find out what other concerns are blocking your path. How do you find out? Ask them, and go through the same process as outlined above. You have to be the President of the Anti-Procrastinator's Club in franchise sales, because most people like to put off making the simplest decisions.
HOMEWORK ASSIGNMENT: Have you "catalogued" every objection you get? If not, you should do so right away. Script every response as well. Off every response, you should also script your "clarifications", as well as how you are going to deal with further questions that may be posed. Use a WINDOWS approach in your thought process. Got an objection? Click on the response!
Now go sell a franchise!
What are objections, anyway? Are they statements that prospective buyers of our franchise make to indicate that they are really not interested in your opportunity? Probably not. Pure and simple, objections are questions regarding our program that the prospect needs clarified before he or she can be comfortable in making a positive buying decision.
"Let's Imagine" is a great way to determine whether this objection is real or not. Are you aware that oftentimes the prospective buyer of any franchise doesn't even know what his/her real objection is? So, along with our finding out what is at the heart of the matter, "let's imagine" will often help our prospective franchisee sort through their agenda to determine the true problems with which they are struggling.
In the first place, don't jump all over your prospect when you hear an objection. Sometimes in the franchise sales business we hear so many of them we may develop a defensive tendency... be careful. Listen to them, and acknowledge what you heard them say. Then use the following language:
" let's imagine for a minute that I could answer this concern to your complete satisfaction. If I could do that, would you then be ready to have us consider you as a candidate for our franchise?"
At this point, you must be absolutely quiet and let them answer the question; they will either give you a "Yes" or a "No". If they say "Yes", first ask them: "Are you sure?" Then, answer the concern, all the while creating benefits along the way. Have other prospects felt this way? Tell them so. Have you heard this concern before? If "yes", say so. Are you answering it thoroughly? Be prepared for minor clarifications. After dealing with the issue, ask them if they understand what you have said, and if they see now that their concern is laid to rest.
If you get a "No", then you have to find out what other concerns are blocking your path. How do you find out? Ask them, and go through the same process as outlined above. You have to be the President of the Anti-Procrastinator's Club in franchise sales, because most people like to put off making the simplest decisions.
HOMEWORK ASSIGNMENT: Have you "catalogued" every objection you get? If not, you should do so right away. Script every response as well. Off every response, you should also script your "clarifications", as well as how you are going to deal with further questions that may be posed. Use a WINDOWS approach in your thought process. Got an objection? Click on the response!
Now go sell a franchise!
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