From the course: Selling with Stories, Part 2: Stories Great Sales People Tell
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Resolving objections before they come up
From the course: Selling with Stories, Part 2: Stories Great Sales People Tell
Resolving objections before they come up
- One of the most powerful uses of storytelling to resolve objections is to settle them before they're brought up in the first place. Alright, here's an example from Ben Koberna, the CEO of Electronic Auction Services. That's a company that finds a bunch of suppliers to compete in a reverse auction to win the business of some customer. And that, of course, usually results in a much lower price for the customer. Well, Ben explains that his prospects always have the same objection, which they usually phrase as a question. Will my supplier get mad if I hire you? And it makes sense, of course. Right, nobody relishes the thought of hiring him because of the adverse reaction they know it's gonna bring out of their suppliers. So after getting that objection over, and over, and over again, Ben now uses the following story preemptively. He tells them, one of my earliest clients was a mid-sized city government in Florida. Now they'd been paying $250,000 a year for a contractor to remove sludge…
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