In traditional cold calling, the focus is often on relentless pushing, presenting more information until a sale is forced. Objections are bypassed, and the assumption is made that everyone should want what’s being offered. This approach often leads to increased sales pressure, which is a recipe for disaster.
A modern approach recognizes the importance of understanding the difference between genuine concerns and resistance. Genuine concerns relate to the product or service itself, such as pricing, delivery, or quality. Resistance, however, stems from a negative reaction to perceived sales pressure. Until this distinction is made, effectively addressing objections becomes impossible.
When potential clients raise objections, it’s crucial to determine the root cause. Are they truly concerned about a specific aspect of the offering, or are they resisting the sales process? Resistance is often masked by statements that sound like genuine concerns, such as:
* “Send me more information.”
* “Sounds good. Let me think about it.”
* “Your price is too high.”
* “Great. Let me talk it over with my co-workers.”
These can be code words for “I’m feeling pressured.” Clients are unlikely to directly express their discomfort, so it’s up to the salesperson to recognize the signs.
To effectively handle resistance, consider these two key points:
1. **Assume pressure is always present:** Even in a pressure-free environment, people anticipate sales tactics. Diffusing this expectation takes time and effort.
2. **Trust your intuition:** With experience, you’ll learn to discern genuine concerns from veiled resistance. Subtle cues, such as short answers, can indicate discomfort.
By mastering the ability to differentiate between genuine concerns and resistance, you’ll encounter fewer objections and trigger fewer evasive responses. Shifting the focus to understanding the client’s perspective and addressing their underlying concerns will lead to more positive interactions and improved cold calling results.