When a prospect spurns you, stating his or her merchant services provider is just fine, at what point do you conclude it's time to let go of the sale and just focus on making a good connection? Do you hang in there and try to overcome this objection, or do you shift gears right away?
According to Paul H. Green, often when a merchant expresses satisfaction with the status quo, the individual merely doesn't want to face making a change, so it makes sense to persist. "Your job is to make them do what human nature compels them not to do: Do something! Make a change!" he wrote in Good SellingTM: The Basics.
And why should they overcome inertia and switch to your services? "Because your service will WOW them, rather than just meet their basic needs," Green stated. "There are many companies whose service is fine. The key is showing your prospect that your service is exceptional."
Green provided several potential responses to merchants who express lack of interest; you could say, for example:
Of course, persisting doesn't mean becoming rude. Words, body language, facial expressions and tone of voice will convey when further nudging will make a merchant receptive or have the opposite effect. When you sense the sale is slipping away, don't become desperate and reach for the bottom in the price game. You want a long-term business relationship, not a quick sale, and sometimes you won't be able to establish rapport at all.
As Jeff Fortney put it in "Race to the Top," The Green Sheet, Sept. 8, 2014, issue 14:09:01, "When asked what the most important action a salesperson in any profession can take, I always say, 'Know when to walk away.' As much as you may want to sign everyone, sometimes a steep learning curve, unreasonable merchant demands or the effort required make it prudent to choose not to sign an account."
So state your case and don't give up quickly. But also know it will sometimes be right to just let a prospect go. Persist, but pay attention, and you'll win in the end.
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