When a prospect does not fully understand what you are offering or if they don’t believe what you are saying, objections can and do occur. Remember that if a person was not at all interested in what you have to offer, they would not even bother objecting. Sales in and of itself can entail changing a prospect’s perceptions about your products or services.

Here is an easy-to-use three-step process that will help you to engage your prospect and gain final commitment.

1) Validate

2) Similar situation story

3) What I’d like to do …

Validate

First of all, you never want your prospect to get the impression that you are confronting or arguing with them. This would break rapport completely and not allow you to move forward with any kind of closing attempt. So the idea is to let the prospect know that you respect their opinion and that you understand where they are coming from – even if you do not necessarily agree with them.

It sounds like this …

“Mr. Smith, I completely understand; I can certainly appreciate your concern.” This diffuses a situation that could get a bit tense if you don’t let the prospect know that you are “in their corner”. By validating their concern, you allow the prospect to lower their defenses and they will actually listen to what you have to say instead of mentally checking out. At this point you are still in the game to make the sale.

Similar situation story

Secondly, people like to relate to others and stories make a black and white picture into color. Remember the old saying, “Features and facts tell while benefits and stories sell.” Here’s an example, “Mr. Smith, I had a similar situation with another one of my clients. They too were concerned that there would be a lot of change fees on their financial printing order. They decided to go with us based on our reputation of excellent customer service and they’re glad they did. What they found was that, not only did they not incur exorbitant change fees to their order, they actually paid less than what they had budgeted for that line item.”

When you are using stories, the more details you can offer, the more impact they will have on your prospect. So start collecting stories of great customer service and how your company “saved the day” for a client. Record examples of how their initial concerns were proved wrong by world-class attention to detail, celebrity service, going above and beyond etc. This helps to move a prospect past their concerns to a higher level of trust with you and your company. It sets you up to close the sale.

What I’d like to do …

Any time you are making a closing attempt, remember to approach this part of the process from the paradigm that “sales is service”. You are serving your customer by helping them make the right decision for them and their company. Lead them to the natural conclusion of the process by being strong and yet still having a balance between frankness and diplomacy.

It would sound something like this coming off your similar situation story, “So, what I’d like to do is get the paperwork signed so we can start providing you with excellent value today.” This is both assumptive and seamless as you come off the positive emotion created from your similar story.

This simple process overcomes the objection, creates a positive perception in the mind of the prospect and closes the sale with a smooth transition. Start collecting real stories that you can use for your similar situations today.

Michael Stahl – Senior Performance Manager, Frontline Performance Group  

Every time I travel to the UK for client assignments, it amazes me how comfortable British people are with standing in line and waiting for service. To the British, this pastime of “queuing” is as common as any other proper tradition.  When traveling there and reluctantly conforming to this tradition while waiting at car rental counters, hotel check-ins, train depots or any other retail experience, I always think to myself, “Thank goodness this is not a practice in the U.S.! How could we tolerate it?”  In reality though, we are becoming British in the way of developing a comfort zone for waiting and being delayed in most any sales, service or retail experience.

With the recent economic downturn, companies have been forced to slash services and labor from their operations. This has unquestionably led to longer line waits, product delays, and service cutbacks. Since the beginning of the U.S. recession, our economy has slashed over 8 million jobs.  Were they all shed from the service industry? Maybe not, but the impact is surely felt.

Whether you are a frontline manager leading a sales force on a busy day or a frontline service based sales professional looking to do a good job, the following “cues” (techniques) will help you enhance your customers’ experiences while they wait to do business with you:

Cue #1: Smile sincerely! – There are over 190 different countries on earth, nearly 3,000 languages and an estimated 5,000 different cultures and in all of these examples, a sincere smile can never be misinterpreted. A smile is one of the fastest ways to communicate warmth and professionalism. People waiting in line don’t mind as much as long as they are going to get a polite person to assist them.

Cue #2:  Acknowledge customers who are waiting in line. – During an existing customer interaction it is okay to politely excuse yourself from your customer and acknowledge those who are waiting.  Begin by saying “excuse me” to the current customer, then simply comment to your waiting customer(s); ”Thank you for being patient, we appreciate it …” As you return to your existing customer, thank them and continue with their interaction.  Please note that the acknowledgement should never happen during your primary sales presentation to your existing customer; it is most effective before or after the sales presentation has been completed.

Cue # 3: Start with the end in mind. - Customers do not wait until they are being served to form their first impression of you; they form it while they wait in line as they watch and listen to how the customers in front of them are being treated. Ending your customer experiences with a statement of C.A.R.E. (comment about relevant experiences) toward your departing customer will send the correct message to the next customer in line and form a positive impression.  For example, a client of ours, Rocky Mountain Chocolate Factory-Canada, coaches their associates to end every transaction with ”Thank you, see you soon”, and a statement of C.A.R.E. So, if the customer was headed out to the Canucks game, the associate might say “good luck” or ”enjoy the game”.

When customers are stressed and wait to be served, the little things do add up.  These cues are just a few of the little details that can add up to grand customer experiences.  

Ken Stellon - Senior Vice President, Frontline Performance Group

One of my more memorable client experiences occurred a few years ago while I was working with a company to improve customer service and ancillary sales. After conducting the initial discovery visits and leading the frontline team through our core seminars, the company experienced an almost immediate and very significant improvement in both service and sales.

The general manger was so delighted with the positive results of the program launch – the changes in employee attitude, happiness, and the positive bottom-line impact – he literally cried out, “Thank God for Frontline Performance Group!”

In that moment he understood the power behind our principles, program, and the reason for our unwavering commitment to creating service-based sales cultures: happy employees = great customer experiences = improved bottom-line results.

This, of course, is no secret. However, what most business owners and managers do not realize is that changing a workplace culture requires much more than just wishful thinking; it requires the implementation of a hyper-efficient, impactful business system. This takes time, commitment, persistence, and diligence. But as this client realized, those willing to transform their business culture into one that supports employees and a service-based sales environment will reap the benefits a peak performing sales organization has to offer.

Andy Racz - Senior Account Manager, Frontline Performance Group

Harnessing the power of visualization and belief to topple a Goliath: 88-0 suddenly turns to 88-1!

Sometimes in the world of college sports all it takes to beat a champion is to believe that you are a champion and to play like a champion. Any loyal Notre Dame fan understands this important message.

On January 14, 1974 the University of Notre Dame demonstrated this belief when they stunned the college basketball world by toppling reigning National Champion UCLA. What made this one point victory special for the Fighting Irish was that the loss marked UCLA’s first loss in 88 consecutive games, and it came at the expense of legendary coach John Wooden.

How were they able to do this? Prior to the game Notre Dame’s coach, Digger Phelps, implemented the following coaching techniques:

1. Make it Visual: He had the team practice cutting down the nets and celebrate the momentous win four days prior to the start of the game.

2. Make it Behavioral: Throughout the practice week he drilled all of his players to hit shots at unique angles stressing that this was to be the “game winner!” The extra jumpers, runners off the glass, three pointers and two foot lay-ups helped create the right muscle memory for when it really mattered!

3. Make it Emotional: According to John Shumate, an Irish player, “Digger told us at practice the week before the game if you win this game, it will be part of your life for the rest of your life…” Phelps was famous for drawing upon duty to the University and the team’s faith to believe.

So how do these techniques translate into success in today’s competitive business environment? Whether it is a well coached round of role plays, situational exercises, or a candid discussion with your employees about the importance of moving your customers through an emotional connection, these same types of coaching techniques can generate tremendous results for your frontline team — just as they did for the Fighting Irish.

Ken Stellon - Senior Vice President, Frontline Performance Group

What do a relaxing Saturday morning, my local Starbucks, neighborhood Walgreens, local gym and barber have in common?

Besides the fact they all play into the delicate balance of my personal vanity and sanity, they are all trying to capture service-based sales opportunities through a frontline sales force. On a recent Saturday morning, each one of these businesses was presented opportunities to enhance my experience and/or increase my initial purchase through their frontline team. Some failed to capitalize on them. With just a few minor changes to some of these presentations all of the businesses would increase their respective ticket averages while enhancing their customer experiences.

On this particular Saturday morning I began my day in the same place millions of other consumers started theirs, by visiting my local Starbucks. Here is a snapshot of my experience, and how it could have easily been much more compelling.

The Presentation/Message:

“Welcome to Starbucks, would you like to enjoy one of our new Soy Strawberries & Cream Frappuccinos today…”

My Response:

“No thank you, I will go with a grande coffee of the day with room for milk, please.” Was I offended? No. Was I informed of a new product that Starbucks undoubtedly spent hundreds of thousands of dollars creating and test marketing? Yes.

My Suggestion – FPG Retail Sales Technique:

Always utilize the “Taste and Sell” method for launching a new food or beverage. This technique allows the consumer to enjoy a small piece of the product, creating a small reciprocal obligation and relationship. A more effective approach would have been, “Please enjoy our new Soy Strawberries & Cream Frappuccino.” Always avoid the term sample as it implies the product has very little value.

Once I had enjoyed my morning Starbucks fix I was ready for a visit to my local gym. Here is what I encountered:

The Presentation/Message:

As I went through the front door I swiped my card. The owner greeted me, inquired about my week and my recent travels and casually said, “One more item before you start today, for a difference of only $10 per month on your membership fee, you can use the “Recovery Rack” aqua massage table after every workout. It lets you isolate the body parts you worked out for immediate recovery assistance and we have placed it in a separate, private room. We have received a lot of great feedback on it.”

My Response:

“Sounds good, can I try it today and afterwards add it on?” The owner agreed. Fortunately, I had enough time to try the “Recovery Rack” and was sold. The difference of $10 per month is well worth it and enhances my overall experience at the gym. Plus, I admired the owner’s professional sales message about the “Recovery Rack.” Not only did his message include features and benefits, but he also provided the influence technique of social proof.

My Suggestion – FPG Sales Technique:

The message was effective; however, it would have been even stronger had he led me to ask how much it cost, instead of opening with a price statement.

Now that “My Time” was officially over and the bliss of Starbucks and my gym experience had worn off, it was time to attack the first of many errands of the day. My next stop was Walgreens. After I retrieved everything on my list I moved to the cashier stand.

The Presentation/Message:

“We have our featured product of the month to the left of the register, would you like it?”

My Response:

“No thank you, maybe next time.”

My Suggestion – FPG Sales Technique:

Always avoid passive talk such as, “would you like,” or “do you need.” These are statements that lead to a fast “No” from the consumer and do not allow the product to be adequately featured. As a matter of fact, just 24 hours after being presented with the featured product I cannot even remember what it was because the associate did not place the product name in the opening message. Another missed opportunity.

The next task on my Saturday morning checklist was to get a haircut. I made my way to the normal place – Sports Clips. My sons and I like going to Sports Clips because the staff is friendly, the theme is entirely sports related and you can watch a wide variety of games. They also have a large selection of services and products. The top of the line service is the MVP haircut. In addition to the haircut, it includes a shampoo, hot steam towel, and shoulder and neck massage. It is priced at a 60% premium over a basic haircut.

The Presentation/Message:

After being greeted in a very polite fashion by the store manager, I sat down in the chair and she asked about my additional Saturday plans. After waiting for a few moments to ensure she did not interrupt my answer she confidently said, “The MVP service today…”

My Response:

“Maybe not today, I am running tight on time and I have one more errand to run.”

Second Presentation/Message:

She agreed the entire MVP service might take too long and said, “I understand, so you don’t have to have any hair on your neckline or that itchy feeling, I at least recommend a shampoo for you. You will be more comfortable.”

My Response:

“Okay”

My Suggestion – FPG Sales Technique:

Her ability to drop to a lower priced service while still focusing on my needs was not only impressive, but a fundamental part of service-based sales and delivering outstanding customer service. By opening with the highest service – the MVP – it set the stage for all other secondary purchases. The fact that the shampoo was only a difference of $3.00 did not bother me and was a low enough price point that she did not have to ask if I could afford it.

So as you can see, whether you are a billion dollar corporation, a mom and pop business, or a franchise system there are daily opportunities for you to drive revenue while enhancing your customer experience. The companies that understand these opportunities, embrace the importance of their Frontline Profit Machine, and provide them the necessary resources, incentives and products to succeed will always come out on top, and most importantly, keep their customers coming back.

Ken Stellon - Senior Vice President, Frontline Performance Group