Are you falling for objections?

"Think of objections as simply requests for more information," advises sales trainer Dr. John Brennan. "In other words, when the customer objects, he or she is simply asking, 'How do I justify this money?' 'How is this better than your competitor's product?' 'How have your other customers dealt with their price concerns?' 'Why should I buy the product from you, and not from your competitor?'"

Lady SalesDog couldn't agree more since this is a key part of her buying process: asking the salesperson questions to gather the information to logically justify the purchase.

So, take a cue from Brennan the next time you hear an "objection." Remember, it's just your customer's way of getting more information to make a buying decision.

Dr. John Brennan is president of Interpersonal Development LLC, a training and development firm. Visit John's website at http://www.interpersonaldevelopment.com.

Money Talk

In a polite society, it's considered rude to talk about money. But, in sales, you need to discuss budgets, pricing, and fees to qualify prospects and make the sale. How do you get comfortable discussing these taboo topics? "When you clearly understand the value of your product and can communicate it with ease, the fear of presenting your fees disappears," says sales expert Rochelle Togo-Figa.

Here are some of Togo-Figa's tips to help you more easily discuss money with prospects.

Ask money qualifying questions before or early on in the meeting. Serious prospects don't mind hearing money questions. They expect to be asked these questions. Unqualified prospects run when they hear these questions because they're not serious about buying. Try saying, "So I know we're in the same ball park, approximately how much were you looking to spend?"

Make a list of the benefits. Create a list of all the ways the product will benefit the client AND a list of benefits your clients get from working with you. Here's an example: "All clients I work with receive personalized service from the start of the job, to the end of the job."

Share the results clients have received from working with you. Think in terms of measurable results clients have achieved. This will instill more confidence as you become clear on the value you bring to your clients. Here's an example: "My client had no idea where to start with decorating her home. After working with me, she selected a window treatment that suits her living style, and a fabric within her budget."

Create several pricing packages your clients can choose from. Start to think of different price ranges and programs you can offer. Creating different pricing options gives the prospect a choice and helps make the selection affordable. They're more apt to buy if you offer low, medium, and high-end products.

Give these tips a try and watch your fears abate and your sales rise!

Rochelle Togo-Figa, The Sales Breakthrough Expert, is the creator of the Sales Breakthrough System. Visit her website at www.SalesBreakthroughs.com.

Quote of the Week

"A budget tells us what we can't afford, but it doesn't keep us from buying it." --William Feather

Keep this thought in mind the next time a prospect tells you they can't afford it!

Building Referral Business

This week we're talking about W. Edwards Deming's quote about profit in business coming from repeat customers. Today, we'll address how to get your customers to "bring their friends with them" through referrals.

Referral expert Paul McCord has some useful insights:

"Acquiring referrals from clients is not as simple as 'doing a good job' and then asking for referrals," says McCord. "Generating a large number of highly qualified referrals from a client is a process that starts from the moment the prospect is first met, not a one-time act after the sale has been completed. It requires an understanding of what a successful referral is based on, and how to exploit the referral to insure a successful contact with the referee."

Here are McCord's 4 Pillars of a Successful Referral:

Your Relationship with Your ClientYour relationship with your client must be built on trust and respect. Most clients will not give referrals to people they trust and respect unless they trust and respect you.

Your Client's Purchasing ExperienceClients assume that whomever they refer you to will be more critical and more demanding than they themselves have been. Consequently, you must provide the client the exact purchasing experience they want and demonstrate that you will not embarrass them in front of their friends, family, co-workers and acquaintances.

Your Client's Relationship with the Referred ProspectWith a referral, you are trying to build a relationship with the referred prospect based on their relationship with your client. You must know the relationship between the two. If the prospect trusts and respects your client, you begin your relationship with that prospect with some of that trust and respect imbued to you. Likewise, if the prospect distrusts and disrespects your client, you begin the relationship with some of that distrust and disrespect imbued to you. You must know where you stand with the prospect before you contact them.

The Method Used to Contact the Referred ProspectBased on the client/prospect bond, you must determine how best to contact the prospect to produce the greatest opportunity to acquire a meeting. If the client/prospect relationship is extremely strong, virtually any contact method, including a phone call from the salesperson mentioning the client's name will suffice. But, for a weak relationship, the rep must strive to use the strongest contact method possible, such as, a client letter or phone call, or a lunch meeting between the client, prospect and rep.

Author of "Creating a Million Dollar a Year Sales Income: Sales Success through Client Referrals," Paul McCord is president of McCord & Associates, a sales training and management-consulting firm.

People Are Talking

Today we're looking at the second element in W. Edwards Deming's formula for profit in business: getting your customers to boast about you.

Sales and marketing coach Dr. Rachna D. Jain has some tips for easily and effectively garnering testimonials:

Let your customers know right up front. Start every new customer relationship with a brief explanation of how you appreciate testimonials and how they help you serve your customers better. Ask all new customers/clients if they would be willing to provide you a testimonial if they are satisfied with your service.

Ask for them. Very often, sales reps will take step one, but never take step two. The client has agreed to provide a testimonial, but the business owner never follows up and asks for the testimonial. It's most effective to ask when your client or customer is especially pleased or satisfied with your service.

Make it easy. Make it as easy as possible for your clients to provide you with the testimonial. Consider having a pre-designed form, or a standard email. You may even want to ask certain questions to help shape the tone or format of what your client shares. For example, if you really want your clients to comment on your "outstanding customer service orientation," you might put a question or two in the form about this.

Write it yourself. Sometimes, clients will agree to provide a testimonial, but never actually do it. In these cases, it's perfectly acceptable to offer to write the testimonial yourself and have the client sign it. Ask the client if you might call him/her for 10-15 minutes for a brief interview about the high points of your business or service. Then write what you hear, and send it to the client for approval.

Get permission. It's very important to get your clients' permission to use their name, city/state, or website address in your own marketing. Most clients will understand that you are obtaining a testimonial for your marketing efforts. I have always found it wise to ask them to sign a brief statement which demonstrates that they have given permission for the information to be used.

Offer something in return. Most satisfied clients will give you a strong testimonial without expecting anything in return. For myself, I've found that offering a small "thank you" (a brief coaching session, a copy of one of my books, a discount on a class or training) goes a long way to helping clients feel valued and appreciated for their extra time and effort.

Dr. Rachna D. Jain is a sales and marketing coach. To learn more, contact Dr. Jain directly, or to sign up for her free newsletter, Sales and Marketing Secrets, please visit her website.

Expand Your Business With Each Customer

Yesterday, Dr. Tony Alessandra showed us how to use a periodic client review to gauge a client's level of satisfaction. Today, he shows you several ways to expand your business through your customers.

• Referrals within their company. Whenever you talk to clients, keep one eye open for clues that indicate needs within their company, for example, a new office or branch that may need your product or service. Ask your customers for a referral, either verbally or in writing.

• Sell more of the same. While servicing an account, suggest that they buy more if you see they have the capacity to use larger volumes of your product. Under no circumstances, though, should you try to sell them more if they do not need it.

• Sell additional products or services. If you see a need, offer new products and services to your present customers. If they like your original product, they will listen to your ideas about expanding into other products.

• Upgrade your clients. If a client uses a medium-priced product, you may be able to upgrade him to a higher-priced, higher-quality product, especially if his company is growing and its needs are changing. For example, a company using a copying machine may need one with more capabilities, such as photo-reduction and collating. If you are aware of their increased needs, suggest the upgrade - before your competitor does.

Exert the extra effort to keep your customers completely satisfied, and you will reap the rewards - with their repeat business and with their referrals.

Tony Alessandra is a contributor to Top Dog Sales Secrets. He has authored 17 books translated into 49 foreign language editions, recorded over 50 audio/video programs, and delivered over 2,000 keynote speeches since 1976.

Earning Repeat Business

We mentioned yesterday that this week is all about growing your sales through repeat business. Dr. Tony Alessandra shares his tips below to keep your customers satisfied and returning to you time and again.

"Annual or periodic client reviews provide a valuable tool for looking at the activities of an account, an industry in general, competitors, company strengths and weaknesses, and so on," says Alessandra.

"This special meeting will give you feedback about your customer's level of satisfaction, and provide an opportunity to introduce new products or services. It will also convey that you care, and strengthen the trust bond between you."

To set the stage for an effective meeting:

1. Arrange a breakfast or lunch meeting at your customer's convenience.
2. Select a place that is well-lit, and conducive to conversation.
3. Invite all the necessary participants on the account. If there are two buyers, invite them both.
4. Bring all records necessary to discuss the previous year's business.
5. Allow an adequate amount of time for the meeting.
6. Be prepared and organized. Know what you want to talk about, and proceed in a logical manner. Take notes if necessary, and send a typed copy to the participants within one week after the meeting.
7. Listen carefully for implied needs and concerns.
8. Reiterate your desire to be of service and to maintain an open, trusting relationship.
9. During your conversation, look for opportunities above and beyond the client's immediate horizon. Ask for referrals and letters of testimony if appropriate.
10. After the review, offer a new idea, service, product or special promotional offer. This is an excellent opportunity to spark interest in something new.

Follow Dr. Tony's tips and your clients will be impressed with your service - and reward you with repeat business.

Tony Alessandra is a contributor to Top Dog Sales Secrets. He has authored 17 books translated into 49 foreign language editions, recorded over 50 audio/video programs, and delivered over 2,000 keynote speeches since 1976.