One 3-Letter Word Can Ruin the Call
There is one word, used in everyday conversation, which can derail an otherwise perfect sales presentation. This one little word is often used when responding to an objection, and it can ruin everything else you say, especially during a cold call. It is surprising how often sales reps use this word when answering an objection.
How quickly you capture a customer’s attention depends on how carefully you choose your words, according to Maura Schreier-Fleming, author of Real-World Selling for Out-of-this-World Results. Schreier-Fleming recommends staying away from one particular word.
Avoid This Word
“If a customer has a concern, our job as salespeople is to listen, to acknowledge and to hear that concern. Using the word ‘but’ negates everything you’ve said before it,” warns Schreier-Fleming. “What your customer hears is the disagreement that precedes an argument.”
Instead, first acknowledge the concern and follow with the word “and.”
For example, your customer might comment that the process you recommend sounds complicated. You would respond: “Yes, it is complicated and with our technical assistance . . . ”
Think about how much better the word “and” sounds – in the sentence above – instead of the word “but.”
Prospect’s Objection
“We are happy with our current vendor.”
When hearing this objection, some salespeople begin their response with “Yes, but we can offer you a lower price” or better quality products, or faster delivery, etc.
A more effective way to handle this objection is to use a soft-sell approach that is very successful.
EXAMPLE
“I understand. Please keep us in mind as a second source. We specialize exclusively in these products and we always keep them in stock. If your current supplier is ever back-ordered on an item you need, give us a call. You can get delivery the next day. Is it okay if I send you our monthly sale notices?”
This is a non-combative and friendly response. Instead of a hard sell “buy today” effect, you leave the impression with the prospect that you are there to help. Most sales people are surprised at how often these lost prospects call back later to order. Getting permission to send “monthly sale notices” keeps the door open for future calls.
About The Author
Ann Barr is a telesales marketing success coach with a passion for teaching. She loves helping people who are starting out in new telesales careers and working with experienced sales reps who are looking for new ideas and tips. In addition to presenting monthly e-classes, she writes and edits direct-mail marketing letters and emails for clients. Sign up today for Ann’s free Weekly Sales Tips and get marketing tips and ideas to increase your sales!
14 Responses to “One 3-Letter Word Can Ruin the Call”
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Have after long searching found the information to the topics of my forum! Can I use some of your information there if I link to your blog?
Hello Javier! Yes – you may use some of the posts on this blog and thank you for visiting and linking to SellingSupplies.com !
Ann
I like your article very much, thanks a lot!
Linda, thank you for visiting. I’m glad you like the article.
Ann
Thank you for offering this information and giving the resources to find it. It is refreshing to find bloggers that go the extra step for their readers. These are the blogs that are truly destined to succeed
Come back and visit again soon. Thank you for your comment!
Your blog is very usefull and with all information what I needed. So thank you and good luck!!!
Hello Matthew! Glad you like the blog. Come back again to visit.
You know Ann, I never realized the value of changing that one word in my conversations with prospect. And FYI, tho I am in a different industry as selling supplies to a client, I still think this is valid advice.
It will take a little retraining, but I think I can do this.
Oops…maybe more than a little retraining. =)
Cenay : Blogging Coach´s last blog ..The How and Why of Bounce Rates
Thank you, Cenay, for your comment. Yes – it is probably human nature to use that three-letter word. I will be interested in learning how this works for you and if you notice a difference.
Great read. Thanks for the info!
This post makes a lot of sense !
Glad you like it, Arlie!
Marcos, thank you for your comment!