One of the most difficult sales skills for many people to execute is to ASK a closing question to secure a center visit, get a commitment for follow up, and of course, to sell an enrollment. Why is it so tough? For many reasons. The one I’m addressing today is the fear of the prospect saying “NO!”
Carole Hyatt, author of The Women’s Selling Game, says it takes eight “No’s” to get to a “Yes.” (Same applies for you guys.) I believe that if you have really targeted your market and spoken their language in all your marketing efforts, it may not take so long to get to “Yes.” Your prospects will be more interested in your center, more realistic about what they really need and want, and more eager to be educated by someone they can trust (YOU). You might have several , “Maybe’s,” along the way from truly qualified prospects, but that is your opportunity to educate them, to gain their trust, and to have yet another chance to ASK for their commitment – in other words, to close.
My friend and speaking colleague, Mark Victor Hansen – co-author of the Chicken Soup for the Soul Series – says, “You have to A-S-K to G-E-T!!” He’s right. If you do not ask because you’re uneasy about a negative response, you will not get as many prospects to your school or secure as many enrollments as you could if you asked a closing question. I’ll address closing techniques in a future bi-weekly tip, but today, let’s go over why they might say “No,” in response to your closing question.
People usually object for one of three reasons:
1. They do not have enough information (or time) to make a good buying decision, in their perception.
2. They need further clarification on your services, what it is you want them to do, etc.
3. They are not your customer – information better for you to have sooner than later, so you can gracefully end the enrollment securement process while maintaining a good relationship – you never know where your next referral will come from.
So do not let a few “No’s” get you down. It has much more to do with your prospects and where they are in their search than it does with you, your center, or your services. Keep on building a good relationship and keep on asking when an appropriate opportunity presents itself.
Remember the adage, SWSWSWNT – Some will. Some won’t. So what? Next time!
Best wishes and happy marketing,