Tags: Selling and Sales
Submitted by: Curtis DeCora, Superior Marketing
THE MAGIC OF AGREEMENT IN SALES
Before we get started, you'll probably recognize this title from Sell or Be Sold, by Grant Cardone. I don't want to steal his information, rather expound on the information he has presented.
THE BOARD ROOM EXAMPLE
There is magic in agreement. Have you ever sat in a boardroom with other business folks making decisions on how the business should operate?
If so, you'll see that a lot of the topics end up getting tabled. They end up in a category of, "Old Business" or "Unfinished Business" for next month's meeting. This is also true for the sales process.
You'll find that if you disagree on something, you're going to end up spending more time on the disagreement than the Intention, Needs Analysis, Presentation, Proposal and The Close.
I’m sure we have all experienced the, “Well, let me think about it” objection. This is an objection providing some sort of hidden disagreement the prospect has with the conversation you just had. This is a result of poor qualifying or lack luster qualifying.
If you’re qualifying properly, and can leverage the power of agreement, you can uncover the true objections, acknowledge them head on, reposition the the presentation, and move along to the next topic.
THE MAGIC OF AGREEMENT
There is magic and power in agreement. If you disagree, now you have created a secondary window of opportunity to prove who is right and who is wrong. Let's say you tell your friend that LeBron James is the best basketball player in the history of the game. Your friend states, "Bull! Nobody will ever be better than Michael Jordan."
A debate will begin. Statistics fly, championship rings come into play and then the surrounding cast gets inserted in the equation. Ultimately, you and your friend disagree. What happens if you say, "I agree. LeBron is a great player, Michael is a great player." The debate ends.
Does it not?
More than likely.
You agreed. This doesn't mean he is right or wrong. You simply agreed. Boom! New topic.
This is also true in sales. Look back at all of the objections that you have received in your sales meetings regarding your product and/or service. Your most common objection is price. They say, "That's too much, and out of my budget." As I am sure you know, you aren't there to sell them a cheaper product or service. You're there to earn their business and become a future partner in their future endeavors.
You simply say, "Absolutely sir, I'm with you." Now, his walls of disagreement have went down. You agreed that the price was too high, you didn't have to see him as correct or erroneous in his statements. Just agree.
This closes the door on the price objection, and moves on to the next topic regarding why it is priced as such, and which value this will bring to your potential client.
IT ALL BEGINS WITH AGREEMENT
I have employed a simple acronym that helps me in my sales process.
It is ARM.
(R) Reposition, and then
(M) move along.
Before I go on spouting statistics, or talking about features and benefits; I simply agree with whatever their objection is. "Price is too high, I agree! Let's dive into that a little bit" or "Delivery time is too far out? I agree! I'll personally install it once it arrives" or "You don't need this now? I would agree with that, and I'll get on this right now so that you're fully delivered, installed and deployed to use it when you're ready." It all begins with agreement.
REAL WORLD EXAMPLE
I'll give you a real life example of one of my previous sales. This was in July 2015. I was out prospecting and was given a lead from a friend. He sent me a Facebook message, "Hey man, why don't you go check this guy out. I know he's in the market to save some cash and you'll probably be able to help him market his services better, too."
I drove out to this gentleman. I began with my 7-Step Process:
1. Generating Interest
2. Educate Prospect
3. Build Trust
4. Needs Analysis
5. Build Value + Present
6. Close the Deal
I went through my sales process with the prospect. We got through the paperwork and Step 5: Build Value + Present, and he stopped dead in his tracks.
He said, "Whoa! That's a lot of money! I thought this was saving me money?" I said, "Yes sir, $2,400 annually, to be exact."
He went on to say, "Yeah, but I'm not spending that much on a device that I can get elsewhere for MUCH cheaper." I simply agreed, "Yes sir, that's absolutely correct. You're going to find this device at $500 elsewhere. What you will not find elsewhere are the fees I offer, a local rep who can get you those low fees, someone who can help you utilize this device as a marketing tool to capture cell phone numbers and email addresses. Additionally, you get someone with my attitude and ambition to see you succeed. You won't find that with any other company."
He reclaimed his statement, "Yeah true, but that's still out of my price range for that device."
I went on to say, "Sir, I completely agree that this price is higher than you expected. In the grand scheme of this industry, you'll find two different types of pricing. High monthly fees combined with low priced devices, or low fees and drawn out pricing on devices. I fall into category two -- my goal is to help you free up your monthly cash flow, save you money, increase your sales and build a long-term relationship."
He took some time to think and said, "Maybe I'll stay with my current company.”
As additional leverage, I went on to state, “If you’re worried about the $1,800 price tag, let’s not do the deal. If you want to pay $1,800 and still save $2,400 throughout the year. I’m throwing in the process to help you capture emails and cell phone numbers for your email newsletter, and Facebook look-alike audience to run your Facebook Ads.
Is your current provider helping you with that?” The prospect went on to say he would love to explore getting new customers, and the $200/mo savings is definitely a benefit. In 9 months, it would pay for itself in just the savings."
The prospect essentially closed himself on the deal.
I used ARM. I said, "(Agree) I can certainly agree with your concerns sir. I'm not telling you that the price tag for the device isn’t higher than anything you've ever came across before.
However, (Re-position) I promised you savings, a local representative, and upgraded equipment; and I have done so at a rate of $2,400 per year, now if you're interested in staying with your current provider -- you won't save that $2,400 per year, and you'll likely end up spending an additional $200 - $300 on monthly hidden fees. So, if savings are important to you we can look at the full spectrum of annual fees you accumulate. With that being said, I'm prepared to save you over $2,400 with this deal.”
I walked out of that business with a check in hand and doing so by simply agreeing with my new found client. I did not say, "Now that's not that much. We've charged more!" That would have dug me a giant grave. I simply agreed, re-positioned myself as a real, reliable and relevant source for him to do business with and moved him along my sales process.
There is magic in agreement and you can accomplish so much more by simply agreeing with your prospect. Yes sir, I agree that's a lot of money. Yes sir, I agree that the delivery time is ridiculous. Yes sir, I agree that the need is not there now. Yes sir, I agree that you're willing to wait until next year. or, Yes sir, I agree you don't trust me. I don't know you and you don't know me -- we agree on that.
Agree with your prospect, Re-position by providing the benefits of doing business with you, and Move Along the presentation to the next point. Keep it simple, agree.