Nov
19
2008
Take the Money Issue Off the Table & Sell More
Posted by: Cheryl Clausen in sales coaching, tags: increase sales, increasing sales, sales coach, sales coaching
Does the money objection make you cringe? Don’t argue just find out what the real objection is. Then find out how you can help your future client work around the money issue.Can you increase your sales in spite of a tough economy that isn’t going away any time soon? Yes, click here to discover how… “Increase Sales Mastery”
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November 19th, 2008 at 4:07 pm
Cheryl, as CEO of my company I have a passion for sales though I do not have a sales background. Our business - commercial janitorial - faces specific challenges, and none of the ‘gurus’ I’ve worked with have ever provided a real, working solution. Frankly, our services are perceived as a commodity, and though low-bid does not always win the job, it is almost always the major consideration, and being the mid-priced solution rarely wins (especially in today’s economy).
Points to consider in our selling environment: 1) the buyer already has a budget for the expenditure that is at or near the proposed price, 2) the buyer is not satisfied with current service, 3) the buyer is attempting to make a decision, but finds it nearly impossible to choose wisely because they are buying labor and not a product, and most importantly 4) the final decision maker is rarely party to the sale process.
Though our average customer pays $1,700 per month for service, the range can vary from $200 - $20,000+ depending on the size and number of buildings being serviced. It always amazes me that, even though we’re dealing with an annual budgetary impact of $2,500 - $250,000 per sale, the final decision maker is absent from the selling process in until AFTER all of the bids are received in roughly 50% of our sales, and in those instances, price then becomes the defining differential.
We are looking for a verifiable solution that addresses our specific selling environment - and have yet find one. Suggestions?
November 19th, 2008 at 5:21 pm
Hi Paul,
Selling a service is all about the relationship. Right now it sounds like you don’t have a relationship and that’s why you’re competing as a commodity.
Remember just because this is the way it’s done now doesn’t mean you have to play their game.
The first thing you must do is get the attention and interest of the decision maker. If that business owner is “taking bids” your services are on their mind and theirs a reason for that.
Use that reason to get their attention and get them to connect with you.
Next you must use that initial connection to build a relationship and do so quickly. I gave the details for how to do this last week at the Increase Sales Secrets event. If you missed it go to
http://IncreaseSalesCoach.com/issr
and register so you can access the replay.
Your buyers are buying on price now because they don’t have a reason not to. However, you can use that first point of connection in combination with the relationship process to help them discover why that’s a mistake.
The entire process starts with a clear message that sets you apart. One very successful contractor took price off the table by making a commitment to his buyers that his workers would show up on time, appropriately dressed, do professional work, and clean up before they left so you’ll never know they were their. This worked because his buyers were sick to death of workers showing up late, exposing their backsides as they worked, leaving their grim behind them along with all the mess generated from doing the work.
The great thing is you can track, measure, and verify absolutely everything you do and every step and know what works. Thereby getting the biggest bang from your buck.
Again listen to the replay and I think you’ll really get this concept and be able to put it to work for you.
December 18th, 2008 at 12:38 am
Very usefull post.
Thanks.
P.S. I like your writing style.
December 18th, 2008 at 11:32 am
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December 20th, 2008 at 11:02 am
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