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80
Education
Practice in front of a mirror, or videotape yourself. You will
be amazed at how your natural facial expressions appear to
people conversing with you.
for decades and, in some cases, centuries. For you to
prosper, it's imperative that you follow the process to the
letter. Don't embellish or attempt to improve it.
This may seem too rigid for your taste, and the idea of
answering objection No. 47 with response B-95 may seem
extreme. But there are only so many objections and obstacles
– and a limited cadre of potential responses. Learn
them all, and rehearse them until each response becomes
second nature to you.
Practice in front of a mirror, or videotape yourself.
You will be amazed at how your natural facial
expressions appear to people conversing with you.
Develop the craft of a polished actor who engages the
audience. To do otherwise is to mimic an intrusive dinnertime
telemarketer.
Once you have established a rhythm for your presentation,
its verbiage may become stale and repetitive to
your ears. Remember, though, it will always be
new to your prospects. And satisfying their needs is
what's important.
If you follow designed steps and overcome some objections,
noes will often morph into yeses that result in sales.
And, at the very least, addressing noes when you encounter
them will save you time. Ignoring a prospect's negative
signals means you just raise the barrier – the second
no is often more emphatic than its predecessor.
In this field, yes makes you money; no saves you
money. The only way to lose is if your prospect is apathetic
– a very unlikely outcome indeed if you use a good
sales system.
Biff Matthews is President of Thirteen Inc., the parent company
of CardWare International, based in Heath, Ohio. He is one of
12 founding members of the Electronic Transactions Association,
serving on its board, advisory board and committees. Call him at
740-522-2150 or e-mail him at biff@13-inc.com.