Some salespeople talk fast.  Others never stop talking.  Still, there are those who talk fast and never stop talking.  

There is an ill founded notion that if you talk fast and talk longer, you will discourage others from asking questions or bringing up issues you would rather not discuss.  Then, there are those salespeople who will conclude their presentation without asking for questions, believing that if they can avoid the appearance of a concern, then there must not be any.  

There is no victory in avoiding questions or ignoring a prospect’s concerns.  If a sale is to be made, concerns must be resolved.  We all remember the former Speaker of the House, Nancy Pelosi as she proclaimed, in regards to Obama Care, “We must pass it so we know what is in it.”  For most Americans, that comment fell short of answering their concerns.  In fact, the majority of Americans were offended because our Government would pass a health care bill with unresolved concerns.  The average consumer, or in this case, citizen would not have passed or purchased health care without knowing what they had approved or bought.  Concerns must be resolved or the prospect will not buy.  If for some unknown reason they do buy, they will want their concerns resolved immediately.  The buyer’s dissatisfaction leads to buyer’s remorse, returned products, and negative comments voiced around the world via the Internet.  Here are two very effective methods for revealing the prospect’s true concerns and how to resolve them.Ask for the prospect’s buy-in with every point you make during your presentation.  As you describe a feature or benefit, ask the prospect for their opinion.  Ask them to describe the value of each point you present.  Ask them to share their perspective relating to the values and benefits of their situation.  When you ask for their perspective, you will know if your solution is on the right track and you will be receiving their approval, or disapproval, as you move forward in your presentation.  Through effective questioning during your presentation, you will draw out their hot points, theirAsk for the prospect’s buy-in with every point you make during your presentation.  As you describe a feature or benefit, ask the prospect for their opinion.  Ask them to describe the value of each point you present.  Ask them to share their perspective relating to the values and benefits of their situation.  When you ask for their perspective, you will know if your solution is on the right track and you will be receiving their approval, or disapproval, as you move forward in your presentation.  Through effective questioning during your presentation, you will draw out their hot points, their

1. Ask for the prospect’s buy-in with every point you make during your presentation.  As you describe a feature or benefit, ask the prospect for their opinion.  Ask them to describe the value of each point you present.  Ask them to share their perspective relating to the values and benefits of their situation.  When you ask for their perspective, you will know if your solution is on the right track and you will be receiving their approval, or disapproval, as you move forward in your presentation.  Through effective questioning during your presentation, you will draw out their hot points, their concerns and their objections.  You will be in the “driver’s seat”, allowing you to determine the final direction of your presentation.  

Remember this key principle:  The presentation you make to any prospect is the solution to their needs, wants and desires which were discovered in the assessment phase of your presentation.  Always present your product or service as a specific solution to a need.  Presenting a product or service without focusing on a specific need is a waste of your time and theirs.  The typical parting response to that type of a presentation sounds like this.  “Well, thanks for your time, I’ll contact you if I ever have a need for your product.”  And you would probably say, “Thanks for your time, let’s stay in touch.”  This is a pure waste of time and effort by adding another sales wish to a stagnant bucket of hopeless opportunities.

2. When you complete your presentation, ask the prospect to share with you any concerns they have with your solution to their problem.  Encourage them to respond by suggesting concerns you have heard from others, or by bringing up points that typically are more difficult to understand.  Once they raise a concern, place it on a mental shelf in your mind and ask the question, “Besides that, is there anything else?”  Keep asking for other concerns until the prospect finally suggests they don’t have any additional concerns or objections.  Having placed each concern on a mental shelf in your mind, you can now reach up, pull each one down individually and go to work resolving their concerns (by the way, the last concern they mention is probably the one of most importance to them).  As you resolve each concern, move on to the next.An important element of resolving the prospect’s concerns is developing a dialogue with them.  They express their concerns and then you discuss a resolution.  As the dialogue develops, you both gain greater insight into each other’s needs and solutions.  You become comfortable discussing a broad spectrum of possible solutions and you gain greater insight into

An important element of resolving the prospect’s concerns is developing a dialogue with them.  They express their concerns and then you discuss a resolution.  As the dialogue develops, you both gain greater insight into each other’s needs and solutions.  You become comfortable discussing a broad spectrum of possible solutions and you gain greater insight into the prospects situation as they come to appreciate your depth and breadth of understanding.  The prospect will respect your perspectives and you will have empathy for their position.  This is the nature of true salesmanship.  

When you avoid concerns, you are literally avoiding the opportunity of making a sale.  Practice these two methods of revealing and resolving a prospect’s concerns, and watch your closing ratio improve and your sales soar.