BRX Pro Tip: 3 Reasons People Don’t Buy
Stone Payton: [00:00:00] Welcome back to Business RadioX Pro Tips. Stone Payton and Lee Kantor here with you. Lee, I have so much belief in what we’re doing. I know so many people out there in the marketplace genuinely trying to serve, have so much belief in what they’re doing, that, like me, they often don’t understand why in the world someone wouldn’t buy what they’re selling. But you’ve got a perspective on this, on why people don’t buy when they don’t buy.
Lee Kantor: [00:00:26] Right. I think that over time, when you’re selling anything, you learn some things. And you start kind of accumulating these are the reasons that someone isn’t buying from you. And every situation is different. And every industry is different. And every sale is different. But what you have to do as a salesperson or a leader of a sales team is document all of those things, whatever they are. Sometimes they’re simple things and sometimes they’re more complex things.
Lee Kantor: [00:00:58] But you have to be documenting the reasons that people aren’t buying from you. And you have to ask them specifically, What could I have done differently? Or Why did you go this way? You have to be capturing this information, because the more information you have about each rejection, the better prepared you’re going to be for the next time.
Lee Kantor: [00:01:20] So, accumulate a list of the reasons that people aren’t buying what you’re selling. And when you can identify that, then you can come up with a rebuttal for each one of those objections. And when you come up with that rebuttal, you can document that. And then, when you document that, you can share it with your other sales people so they’re prepared when that happens to them. And then, even more importantly, you can add it to your website and put it in your frequently asked questions page.
Lee Kantor: [00:01:52] But you should be writing down every time somebody isn’t buying and understanding the real, real reason that they didn’t buy from you. Document it. Be prepared next time with a rebuttal for whatever the objection is. Document their objection, share it with the sales team, and put it on your website, and use it as part of your frequently asked questions. All of that stuff should be out there public. It should be there for the world to see. It should be used by all of your teammates.
Lee Kantor: [00:02:20] You shouldn’t be doing Groundhog Day when it comes to sales, because what happens, over time, you’re going to realize the objections are going to be similar. There’s not going to be a thousand objections. There’s going to be a handful of objections. So, if you can kind of preemptively attack those early and put it on your website early, when people do come to you, they’re going to be more inclined to buy because you’ve already handled some of the low hanging fruit when it comes to objections.
Stone Payton: [00:02:46] Well, and I’ll add one thing here. A mentor shared with me some years ago, one of the best times, if not the best time to meet an objection is before it comes up. And if you do what you’re suggesting and document it, you have that information and you can incorporate that into the conversation and meet the objection very carefully before it ever comes up.
