Resistance has to do with putting up blocks that prevent us from doing,
being, or accomplishing what we want for our business. There are many
reasons for feeling resistance including fear of new things or change,
fear of failure or success or even fear of not being perfect.
When we resist things, sometimes we miss out on opportunities -
opportunities to work with new people, attract new customers, or even
pursue a new product or service idea which could catapult us to new
levels of success.
There is a high price for resisting things, for resisting change. It
costs us time, money, and energy. It can lead to misused resources,
poor performance and decreased productivity as our energies are used to
resist rather than to accept change.
Moving through resistance is all about having a strong vision for what
you want for your business and then taking intentional action steps to
consciously move towards that goal. What are you resisting in your
business when it comes to marketing your products and services? And,
what can you do today to move through it?
1. Look at your own resistance. Often times, looking within ourselves
provides us the answers to situations that occur outside of us. The
very things we may be having trouble accomplishing in our business
might directly correlate to our own internal blocks. We need to take
the time and be introspective. One of the best ways to get clear on
what we resist is to write down what we resist, why, what it prevents
us from accomplishing, and one or two things we can do to break through
that resistance. This work plan not only provides us with clarity
around what keeps us stuck, but it may provide us with a way to move
through it. And, just as important, by examining our own resistance, we
become more aware of what types of resistance our current and
prospective customers may face. Some of the techniques we use with
ourselves may also prove helpful to them.
2. Listen to what the customer needs. Humans need to be acknowledged.
By listening closely and carefully to your customers needs, you'll be
better able to provide solutions that speak to their desires. We can't
solve a problem until we know fully what the problem is. Ask lots of
questions, come from a place of curiosity, and practice silence so that
you give others the space they need to express themselves. People have
a critical need to be heard. When you are the one giving them that
opportunity, they will automatically be more receptive to what you have
to say. Reduce customer resistance by giving them an opportunity to
talk.
3. Educate the customer. The more people know, the more confident they
are about making good decisions. If you want to make sales, make sure
that you provide as much relevant information as possible. Ask the
prospect what problems they have. Then, showcase your product's
features and benefits, giving plenty of examples, testimonials, and
other types of information that supports the claims you are making. If
you're offering a tangible product, you might consider giving them a
sample; if you're offering a service, you might give them a
complimentary experience. Anything that you can do to give the prospect
a real life idea experience of how it will look and feel will serve to
create a more receptive buying environment.
4. Practice relationship skills. No matter what anyone says, business
is personal. Everything we do is personal because it impacts people -
others as well as ourselves. Practicing relationship skills is critical
to achieving business success. People buy from people they know, like,
and trust. The only way these concepts can be experienced is by taking
the time to build relationships with others. We need to invest our time
and energy in others, before they will consider investing their money
with us. There are many different relating skills, but among the most
important are listening, acknowledging, coming from a place of
curiosity, sharing of yourself (vulnerability), and having the mindset
that your purpose is to serve others. These simple, yet powerful skills
will do more to create a buyer than any product or service ever could.
5. Be responsive. Being responsive is all about putting the customer
first. It is about creating an environment where the customer is served
promptly. Make sure that you are well prepared for any encounter
whether it is with a prospect or a current customer. Be confident in
all of your communications. Know the features and benefits or your
products or services. Have client testimonials or references readily
available. Return telephone calls and answer email promptly. Always
have a smile on your face, whatever you're doing. Our attitude has a
way of showing through even when no one can see us. By being
responsive, prospects and customers, alike, will feel that they are
valued. There is no better way to build a long-term customer
relationship than by putting others first.
6. Make it easy. One of the easiest ways to reduce buyer resistance is
to make it easy. That starts with the very first encounter that you
have. If you're meeting someone in person, make sure your sales
presentation is easy to understand. Make it clear what you are offering
and what the next steps are should the prospect show interest. If
you're presenting something in another media, like through a flyer,
brochure, advertisement, or even your website, make sure that you
clearly spell out the features and benefits. If appropriate provide
various pricing options. Make sure everything is easily explained and
backed up by appropriate references, testimonials, complete contact
information and other substantive content. Most importantly, make sure
it's easy for someone to figure out how to buy from you - by calling a
number or by clicking a button to buy. Believe it or not, many folks
have great products and programs, but they make it nearly impossible to
buy from them. If a consumer has to spend one more second than they
deem necessary to make a buying decision, most likely they'll buy from
someone else. Don't hand off sales to your competition - instead, make
it simple for folks to buy from you.
7. Guide the customer. Building on the prior point, it's important to
guide the customer through the entire buying process. It is basic human
nature that we like to be led versus being the leader. That being said,
make sure your sales presentation is logically organized in a
step-by-step process. The sales process basically includes three steps
- initial contact, presentation, and the close. During the contact
phase, you need to establish the relationship by connecting on a
person-to-person level. Ask questions, allow them to talk, and practice
your relationship building skills. During the presentation, present the
features and benefits of your product or service in terms of it
satisfying the prospect's needs. Tailor the conversation to addressing
the needs and concerns that they expressed to you through your initial
contact. Finally, during the close, reiterate your key points, overcome
any objections and confidently ask for the sale. While the sales
process is more complex than this, the main point is that you need to
guide the prospect through the process with care and concern for
meeting their needs. With this approach, you'll be certain to reduce
buyer resistance and increase your chances of making a sale.
8. Manage expectations. Managing expectations is about predicting the
actions and reactions of prospects or customers and being able to react
to them in the most productive way possible. Can you predict the types
of questions that they might ask about your products or services? Do
you have answers readily available? Do you know the types of concerns
they might have with respect to service after they've made a purchase?
Being 100% prepared for your customers will give them confidence in
doing business with you now and in the future.
9. Create a call to action. You might have the best product or service
in the world yet no one will buy it - unless you ask for the sale.
That's true for anything in your business. If you want a prospect or
current customer to act, you need to give them a reason. Referred to as
a call to action, you need to tell the prospect what you want them to
do. Do you want them to call you for a complimentary consultation? If
so, ask them to call. Do you want them to sign up for a free report or
for your newsletter? If so, offer them something in return for them
giving you their name and email address? Do you want them to buy your
product or service? Make an offer where you can give them a free sample
or complimentary experience. All of these things will help lessen any
resistance that they might otherwise have. Remember, folks need to be
led to the logical conclusion. If you want them to do business with
you, let them know that in an obvious way.
10. Emphasize the features and benefits. A surefire way to reduce buyer
resistance is to focus in on how you will solve the prospect's problem
or issue. After all, the only reason they've sought you out is because
they think you can. To accomplish this, you need to be very clear about
the features and benefits of your product or service. A feature is the
unique aspect of its use or design. A benefit, on the other hand, is
how it will specifically add value to the client, how it will solve
their particular problem. Take the time to craft a one-page summary of
the features, benefits, and the specific problems that your product or
service will solve.
© Copyright 2004 by Alicia Smith
