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.
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