Kaye Marks |
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Kaye Marks
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Overcoming Buyer Hesitance to Get That Final SaleHow to break down buyer's second thoughts Kaye Marks
May 14, 2008
Expert marketers and sales people know that product resistance is often
part and parcel of selling your products and services. It's usually due
to a particular concern on the reliability, usability or usefulness and
feasibility of purchasing product that’s preventing your prospective
customers to finalize a sale.
Most of the time, your buyers
are able to express their reluctance verbally. Some of the time
however, it's up to us to read their gestures and facial expressions to
determine if they're leaning towards the product or against it.
As
negative as hesitance to purchase is at first glance to a business, if
you look deeper and analyze such reactions, you'll find that such
reluctance is actually a good thing. Having your customers react as
such means that even through objecting, your target clients are
actually listening to what you're saying and are considering your
product if not for a few concerns they have. And knowing how to address
these concerns, saying the right things and appeasing your cusotmer's
doubts, can certainly allow you to resume the transaction and finish
off with a sale.
How do you deal with your customer's concerns? Trained
sales agents know this. And as a business owner you should too. Most
often than not, the concerns brought up by your consumers may not be
the real issue that causes such doubt. In fact, it may just be that
they’re not sure how to communicate that they need to know more about
the benefits of your products and services.
This silent,
unknown choke-up then makes it difficult for your target clients to
agree to what you are offering as they are distracted by questions in
their mind. Unless you extract those doubts, then understand and
overcome the issues causing their objection, you will never be able to
get your target customers past the reluctance that stands between a
failed and successful transaction.
Commitment Issues It's
hard to communicate effectively if the person you're talking to is
listening only through a crack through the door. Unless you get your
consumer to have an open mind to what you're trying to say, your
message will only fall in deaf ears. This is certainly the most
challenging part of the selling process.
When your prospect
hesitates to make the purchase and responds with a resounding ‘no’, you
should be able to handle and overcome it. Most successful business
owners can vouch that when you are able to rise above the rejections,
you’ll more likely to get customers who are not only one-time buyers,
but repeat business clients as well.
Overcoming communication
barriers lead to a more open mind, trust and confidence. And most of
the time overcoming this barrier only requires more compassion and
understanding on the customers needs and train of thought.
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