Monday, February 23, 2015
Selling Software and
Handling Online Sales Resistance
In his book "How to Close Every Sale," Joe Girard explains how business people should deal with sales objections. And much of Girard's advice applies to selling software online, too.
"The Guinness Book of World Records" calls Joe Girard the world's greatest salesman. In 15 years, Girard sold thirteen thousand automobiles, with no fleet sales and no vehicle leases. Joe Girard knows quite a bit about selling!
On the Internet, you have to anticipate objections and answer them before they're asked. One risk to this approach with dealing with sales resistance is that you may find yourself talking about problems that never would have occurred to your prospects.
Software developers can reduce the number of objections by delivering a sales presentation that discusses every facet of their software. "You must realize that your answer to every objection doesn't have to be 100 percent satisfactory," Girard explains. Sergio Zyman says something similar when he tells his readers that they don't have to win every round to win the fight.
Objections are good things. Objections indicate that your prospect wants to buy your software, but has a specific problem that you need to deal with.
Realize that prospects won't always be honest when they raise objections to buying your application. For example, prospects who believe that they can't afford your program may not want to admit that. So they might make up another objection to making the purchase.
Never get into an argument with your prospect, Girard warns. And certainly never back them into a corner. You may win the argument, but Girard assures you that you likely won't close the sale.
Joe Girard lists the six most common objections that you have to be prepared to answer. Again, his advice was developed in the world of face-to-face selling, but his principles apply to Internet software sales, too.
(1) I can't afford it.
If you're selling business software, explain that your application will pay for itself by delivering savings that are greater than the cost of buying the program. If you're selling entertainment software, tell your prospects that they deserve to enjoy your application. Convince them that they're worth it.
(2) I want to talk it over with my husband or wife.
(3) I have a close personal friend in the business and I'm obligated to buy software from them.
(4) I want to shop around and see what your competitors are offering.
(5) I'll get back to you after I've studied your website or read your brochures.
(6) I have a specific objection about your product or service.
Answer the prospect's objection, Girard tells us, and close the sale. When microISVs sell software on the Internet, Girard's advice might be that you anticipate the objection, and include the answer on your products' web pages and in your software's frequently asked questions (FAQs.)