Selling Office Coffee Service How To Obtain Assent Throughout Presentation To Strengthen Close

You've just finished your presentation, covering all of the features and benefits of your refreshment service. It is now time to close the sale. You suggest a single-cup system to the decision-maker and ask, "Fred, I would like to install our new state-of-the-art single-cup beverage maker on Wednesday or Thursday, mid-morning. Would that be convenient for you?"

Fred replies, "Wait. I have a few concerns I need answered..."

We have all heard this before! Here are several sales hesitations or challenges that the buyer may hit you with while putting off the sale, and the way I would answer them to overcome the prospect's hesitation. The first thing you need to know is the point of contention that's preventing agreement. Once you learn what that is, apologize by saying, "I am sorry if I was not clear on that point" and repeat the benefits of the equipment, service and products. Also, restate the areas that the buyer agreed upon during the "trial closing statements" that you should have used throughout your presentation. For example:

Fred: "Your price is higher than my current supplier's."

You remind him, "You agreed that all of your employees will now have choices of what beverage to drink. You said that they will not have any wasted coffee to dump. You liked the fact that there will be no wasted time cleaning pots and hot plates and ..." Wait for an answer after each statement, and stay silent till you get the answer.

"Now, Fred, you can see that the savings alone from eliminating wasted coffee will allow your firm to afford this new single-cup system." Wait for a yes before proceeding.

Fred: "I'm not sure what to do."

"I can offer you discounts based on our 'wrap-around' program, which saves money on orders placed in multiple categories that include paper goods, janitorial supplies, snacks, canned cold drinks, etc. These price reductions will also help you with making this new single-cup brewer much more affordable.

"Fred, all of our products and services are 100% guaranteed. Give me your order and if, for any reason, you are not completely satisfied, I will credit you for the part of your purchase that you were unhappy about. Is that fair?" Again, stay quiet and wait for Fred's answer!

Fred: "Switching services is a big hassle for me to do."

"Many of my clients have switched their services with no hassles. They say I delivered what I promised and then some. Maybe it would be a good idea for you to talk to one of them and hear firsthand how professionally we handled their switch­over." Take out endorsement letter from your file. [Note: Just the fact you have a letter of recommendation may spur Fred to say "yes" even without calling your references].

Also state, "Switching could be a hassle if the company you are going to do business with is not reliable. I want to assure you that our company is extremely reliable and will not create any hassles for you."

Fred: "I want to think it over."

"How about we think it over together? Are you concerned about price, our ability to service you, the equipment we discussed, or is there something else you are concerned with?" Wait for the answer!

Another response could be, "Is there something else that I may have missed that could help you in making your decision today? I understand you need more time to think it over. I am interested in knowing your reasons 'for' and 'against' purchasing now." Then clear up the "against."

Fred: "I am happy with my current service."

"I would like to be your second source of supply, for those times when your current provider can't provide you with a particular product. Would that be something you can do?" Wait for answer!

Fred: "My representative is excellent and is always concerned with my needs. I see no reason to switch companies."

"All I am asking you is to give this new style brewer a try at no charge. Review it against what you are currently using and compare the taste and selections offered. I will give you free suppliestfor five days. That's fair, isn't it? When can I order you a test trial to do your own comparisons?"

Also, you can say. "Loyalty is very honorable and I respect that quality, but you are limiting your company's ability to experience what is new in the marketplace, that can make your refreshment break so much more enjoyable and less costly."

Fred: "I feel badly making a call to my current service provider to cancel."

"Would you like me to cancel your current service for you? I just need your OK. This way I can have our new equipment in place the day before the old equipment is picked up. Service will not be interrupted." Wait for answer!

Objections always will be many when you are selling, so it is important to be ready to answer them from every side. If you hesitate, you look bad and you give the buyer a clear chance not to accept your proposal. You usually get only one opportunity to do it right.

Next month, I will cover in depth "Pricing Objections" and how to respond. If you have any questions, or would like to share with me your answers to sales objections, you can reach me by emailing to OCSconsultant@aol.com or by calling me at (516) 241-4883.