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The
Consultative Sales Process WOE leads to Misunderstandings of Customer Objections Salespeople are trained to manage or overcome ‘objections’—client questions or changes that introduce delays in the sales process. This illustrates a fundamental misunderstanding of the real problem. ‘What if’ questions are a type of ‘objection’ that are a natural part of solving complex problems. In fact, as complexity goes up, so do customer ‘what-ifs’. These questions demonstrate regression—a natural (and desirable) part of the learning cycle. Complex problem resolution and decision-making can’t occur without them. Trying to overcome, control, or manage these questions gets in the way of complex decisionmaking rather than speeding it up. That’s why for some types of customer problems, the consultative sales process is very inefficient and therefore inappropriate.
(click graphic to enlarge) As complexity increases, so do ‘what ifs’. The advisor’s skills and tools play a vital role in helping people navigate these issues. Why not embrace or even encourage objections instead? (Heresy!) There’s a simple answer… salespeople have to ‘overcome’ objections when they don’t have the capability (tools, skills, and methods) that allow them to explore and resolve them. |
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