I have been known to suggest that when somebody crosses your mind for no apparent reason, it would be in your (and their) best interest to contact them… sooner rather than later.
The mysticism in this advice escapes me, but I hold firm in my belief the effectiveness behind this practice. This past week, I was the recipient of such a contact when an agent from the west coast sent me an email with an article of supposed interest attached. In this case, the agent thought I might want to discuss the topic at one of my future workshops or podcasts. I opened. I read. I agreed. And here it is.
In the interest of time, I will “cut to the chase.”
Over time it has become common knowledge that, to excel in the sales profession, one must become skilled at overcoming objections. I take exception to this advice, kind of, sort of. My reasoning should be obvious. Nobody likes to be sold, and nobody likes their decisions to be questioned.
Let’s start with a slight attitude adjustment. Instead of memorizing a script designed to outmaneuver a customer, I want you to begin thinking about addressing a client’s legitimate concerns.
If you are about to spend a significant amount of money and you do not have a single doubt, or concern, you may be on the verge of making a poor decision. Concerns are good. Concerns are okay. Concerns are expected, and in your case, concerns are welcomed.
Here comes the lesson in professional salesmanship 201. If you have been around for more than a few weeks, you already have heard most of your client’s concerns.
- Too expensive.
- I need to think about it.
- I need to share this information with my spouse.
- The price is too high.
- This trip is different from what I was expecting.
The winning strategy is to address these concerns before they have time to materialize.
Example: “It has been my experience that a trip of this magnitude requires some focused thought. The three primary discussion points usually include a, b, and c. Let me share my thoughts as they relate to each one of these points.”
This is when you give supportive information related to each of the fore-mentioned “valid” concerns.
Do you see what you have just done? You have identified possible roadblocks and addressed each one before the client could raise them as a problem.
Here is another key point I want to leave with you before you head back to work. You no longer have to overcome objections. You simply address each and every legitimate concern. There is never a need to memorize a script or break into your cleverly manipulated marketing speak. You never have to apologize for anything.
You are in business to help people make better travel-related decisions. Period.
Mike Marchev is always looking for a few more proactive travel professionals to join his Sales and Marketing Club, mike@mikemarchev.com.
*** You want more to think about? Check out my weekly podcast (Miked Up Marchev). Also listed on Spotify, Apple Podcasts, Google, and iHeartRadio.
