Using the “I need to get 3 bids” objection to your advantage
If you are a service tech or a salesperson, then you have heard the dreaded “I need to get 3 bids” sales objection. What you may not know is just how awesome this is FOR YOU!
No, I’m not kidding. The “I need to get 3 bids” sales objection may be one of the greatest gifts your client will ever give you! You just need to know how service techs are using this sales objection to their advantage.
The Freudian Slip happens when a person unconsciously reveals something to another person. This term comes from the techniques that Sigmund Freud pioneered. Sigmund is known as the father of modern psychoanalysis. That’s just a big word that means, “understanding why a person thinks the way he thinks.”
Imagine that Sigmund had you on his couch, and he was asking you a series of questions:
Sigmund: “Hello James. Tell me about your day.”
James: “It’s fine. Just like any other day. Kind of. Yeah, it’s fine.”
Sigmund: “That’s very interesting James.”
James: “Ah. What is?”
Sigmund: “I say to you, tell me about your day, and you say, ‘It’s fine. Just like any other day. Kind of. Yeah, it’s fine.’ Why did you say, ‘Kind of”?”
James: “Well, I just found out that my mom has cancer.”
Sigmund: “And, how does this make you feel?”
At the very moment that James said, “kind of” Sigmund would know that he was hiding something. Clients do this as well. (By the way, never separate the client from the human experience. They are still people, and react the same way you do.)
It helps you because of what the client is hiding, and what he is hiding is what will close him.
Let’s look at an example. This example is occurring very early in the call. It may even come up shortly after the initial greeting and warm-up period.
Client: “Ok, Mr Service Tech, I just want to let you know right up front, that I never do business with anyone until I have gotten 3 bids.”
Most service techs would respond with 1 of 2 reactions:
In this section, we are going to unpack the scripts and responses needed to handle the objection during the close of the call.
Client: “Ok, Mr Service Tech, I just want to let you know that I’m going to need to get 3 bids before I make a decision.”
Plumber: “Mrs. Jones, do you mind if I ask what will be the determining factor you will be using to pick the winner of your project?
Client: “Oh, sure. Well, I’m going to pick the lowest price.”
Plumber: “And in addition to price, are there are other things that you are concerned about? Such as the quality of the installation, the service after the sell, and the guarantees and warrantees that you will or won’t receive in writing?”
Client: “Yes. Those things are important.”
Plumber: “Then let’s keep all of those things in mind. Because when most homeowner’s tell me they want the lowest price, they never want a bad install, and the lowest price. You would agree with that, wouldn’t you?”
Client: “Of course.”
Plumber: “What most homeowners, like yourself, are saying is that they want a great value. They want the most for their money. Isn’t that what you are really saying, that you want the best value?
Client: “Yes. If you put it that way. Then that is what I’m saying.”
Plumber: “Mrs. Jones, that’s important, because I know that you can get it cheaper somewhere else. And that’s because, while I can’t speak for the quality of other companies, I can speak to ours. And we don’t use cheap parts, or take short-cuts that can cause premature failure or leaks down the road. So while you can get it cheaper, I believe wholeheartedly that you won’t get it better. What I’m really saying is that you won’t find a better value than what we offer, and that’s what’s really important to you, isn’t it?”
Plumber: “Mrs. Jones, then if you feel the same way I feel, have I proven with my professionalism, quality of work, and written guarantees that I am the best value?”
Client: “OK then Todd. I’ll go with you.”
You many need to tie in more value than what I have given in the example here. That’s easy to do, just tie in the value builders once again.
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