You will often hear customers say, “I’ll keep what I’ve got.” This may be expressed as, “We’re fine with what we have,” “I’ll just fix my current system,” or, for an upsell item, “I've tried it, and it doesn't do what I need.”There are three reasons customers will use this sales objection:
• They’re so confused that they’re unable to make a decision.
• They’ve already decided to use someone else for the installation.
• They only want to repair their system and wait until it dies.
Once you understand which of these real reasons is behind the customer’s objection, you can dig further with one of the following 12 ways to overcome this objection. Remember, the better you understand the customer and his or her needs and motivations, the better your chances of closing the sale.
1) “I’m glad you are pleased with what you have. In what ways are you most satisfied?”
2) “I’m pleased that you’re satisfied. However — just for future consideration — may I tell you of a few benefits that could increase your satisfaction?”
3) “I know how you feel. I’m usually fine with my car until I see what the new ones have to offer. This positive comparison can really open your eyes. May I show you a few things that might really make a difference in your comfort and energy savings?”
4) “I can understand that, but you know, as a parent you remind your kids not to be satisfied with their results in school or sports, but to strive for improvement. Their success depends on it. In the same way, may I show you how you can improve your comfort, quality of life, and save money while doing it?”
5) “Most of our current customers were happy with their service provider before they tried us. But they switched, and are even happier now. Can I show you some things that changed their minds?”
6) “You don’t like change do you? I’m the same way. However, sometimes — as much as I don’t like to admit it — I’m handed a change that’s definitely for the better. I believe I can offer you that now. Let me show it to you.”
7) “Before this system was installed, there was a decision to be made about whether to change, and it was apparently a good one. Maybe it’s time to make another improvement. Let me show you how.”
8) “I understand how you feel, and others have felt the same way. However, after they gave us a try, they found that the benefits were superior. Let me show you a couple of testimonials.”
9) “I know that company and they’re fine. I respect you for being loyal to them for as long as they deserve that loyalty. Let me show you some things that might be different or better about my company, and I’ll happily let you decide.”
10) “It’s nice to hear that you’re loyal to them. But, just to educate me and since no company is perfect, if you could change anything at all about the company or their products, what would it be?”
11) “Just like you’re satisfied with your system and provider, we sometimes get satisfied with our level of service and business level. But we continue to strive for improvement. Don’t you do that, too, even when things are going well? Can I show you a couple of things that are real improvements to your comfort?”
12) “I respect your loyalty to your present service provider. And I bet you’ll agree that you also have a loyalty to your family’s comfort and long-term energy savings. If I could show you a way of improving your comfort and energy savings, would you take a look at our offer?”
Try these methods to help you move past the “I’m fine with what I’ve got” objection. They’re tried and true ways for you to be invited to continue in your presentation.
Adams Hudson is president of Hudson, Ink, a creative marketing firm for contractors. Readers can get a free marketing newsletter and a free 16-page report called “Get More Leads in Less Time” by faxing their letterhead with the request to 334/262-1115 or emailing to [email protected]. You can also call Hudson, Ink at 800/489-9099 for help or visit www.hudsonink.com for other free marketing articles and reports.