Is your customer happy, is it complacency, or is it maybe fear? This can also cover those who don't see it as a priority now, are locked in a contract, or like your competition better. You have to focus on need.
- After a series of emails and telephone calls, you've finally been able to secure an appointment with Judy Parker who is the purchasing director for Global Dynamics. They are a company with offices located across North America and Europe. Their revenue has grown quickly to over $50 million per year, but it has slowed recently as their industry has become much more competitive. Miss. Parker has agreed to give you 30 minutes to present your company's offerings and after you finish your presentation she politely says: Thank you very much, but I really don't want to make a change right now.
Not wanting to make a change is a very common objection, but it could mean a variety of different things and you need to get to the bottom of it by asking more questions. Here are some reasons why the purchasing director may have given that objection along with actions you can take. She might say: With all that's going on in our company right now, I'm concerned about shaking things up. A good sales professional has done effective research on the company. They will have known that the revenue growth has slowed which in turn usually means profits have stalled too.
You buyer doesn't want to shake things up unless you're offering can save them money and not be disruptive. Focus your solution directly on the financial benefits and ease of implementation. Or she could've said: Your competitor has been really doing a good job for us. This is a common response and begs for follow-up questions from you. Target your response, asking her what are the three most important factors she considers. Show how your offering compares and prove that your services can be even better than where they are now.
The buyer may say: I'm in a contract with your competitor. Really? When does it end? If it's more than a year from now, then why did Judy Parker even offer to see you? Six months or less means you can make the sale, so schedule a follow-up presentation or offer incentive to help her end the contract early. The next reason for not wanting to make a change is a tough one: I'm happy with where I am right now. This objection requires some careful analysis because it's very close to being an example of a complacent buyer.
That's someone who is just going through the motions. You need to show that you can make the change painless for them and it'll make them look good to their management. Buyers not wanting to make a change is common, but you can never assume you know the specific reason until you investigate it more. There's a big difference from a complacent buyer to the one who says they're satisfied with your competition. In any of the cases, highlighting your top three features from what they're using now and showing the value you offer is a great technique.
This is a way to do a focus comparison that you can direct in a favorable way to make your buyer look better and more successful.