If you’ve ever sold anything, you know that the quality of the lead has a huge impact on your ability to sell. If the lead is cold, meaning they don’t even know your product exists, then you are going to have a tough time selling them on a first meeting.
You are likely going to get a lot of rejections in order to turn a few hundred cold leads into a couple warm leads. For the most part, sifting through cold leads is a pure numbers game. It’s been estimated that between one and two percent of any population is going to have a passing interest in your product.
That means a lot of prospecting.
The strategy for sorting through cold leads is to simply save your energy. Present your product, a couple of benefits, and see if they’re interested. Don’t waste a lot of time on each prospect. If they’re interested, simply re-qualify them as “warm leads” and continue with the process.
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Warm leads, wherever they come from, are a lot easier.
With these people you can assume their interest. You can elicit and leverage criteria. With a good deal of rapport, and some good verbal skills, you can actually close quite a few of these people.
The laydown, on the other hand, is every salesperson’s dream. Usually they start out as warm leads, but it’s not unheard of for a cold lead to suddenly turn into a laydown. The term itself refers to the ease with which the client will agree to buy your product. They don’t put up any resistance whatsoever. They just simply say, “OK, here’s my money!”
These wonderful people happen to be ready to buy, and they happen to like your specific product. It fits their needs perfectly.
The good news is that with sufficient knowledge of your product, and enough experience to know three or four of the most common objections, you can transform any warm lead into a laydown.
All you’ve got to do is to elicit the criteria of your customer, and then leverage it so that your products meets those needs perfectly. Along the way, you bring up those objections, and then answer them before the client has the chance to voice them.
The reason for this is often times a client has objections, but they simply don’t mention them. They’ll just give you an excuse why they don’t want to buy the product. Maybe their too timid to object. Maybe they think their objection simply cannot be overcome.
Being able to answer objections is essential, but if you wait for them to be raised, you’re losing a lot of potential sales.
Bringing them up congruently, and then answering them will help your client to see just how beneficial your product is.
This is just as effective in sales letters as it is in face to face sales. Many sales people are afraid that if they raise objections in their sales letters, they’ll turn off customers.
So they list as many features and benefits as possible, and hope this will overwhelm the customer. But unless you speak to their specific objections, you’ll never make the sale.
There are many ways to raise and overcome objections. Some are better than others. The ideal sales letter will raise the objection, and overcome it, before the customer thinks of it.
That way, when the client comes to the end of the letter, buying the product is the only logical choice.
They started out as a warm lead, and ended up as a laydown.
The more you know about your customers, and their objections, the better. Sun Tzu, the famous Chinese General was famous for saying, “Know your enemy like yourself. One thousand battles, one thousand victories.”
This simply means that the more you know about your customer, the easier it will be to sell to them. The more you know about their needs, the more effectively you can present your product. The more familiar you are with their common objections, the easier they’ll be to overcome.
If you know your customers as well as you know your product, success is virtually guaranteed.
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