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Market-based sales objections will happen—here’s how to work through them

There is still uncertainty surrounding our lives, like rising inflation rates, gas prices, and the COVID-19 pandemic. If you’re feeling the effects, your customers are too, which may be causing them to hold onto their dollars a little tighter. Today on Inside Automotive, we’re pleased to welcome Jeff Shore, expert sales trainer and founder of Shore Consulting, to discuss calming customer fears and handling sales objections.

When the economy is robust, markets provide confidence, explains Shore. And confidence is critical to a purchase decision, no matter the product or service. However, when there is a shift in the economy and news outlets report on adverse outcomes, the market-based confidence begins to erode. Customers are then left wondering what to do. That’s where sales professionals come in, from Shore’s perspective.

It is unclear whether or not customer concerns are related to buying capability or brought on by fear and panic. If you are a sales professional or a business owner trying to work with a customer who is struggling financially, try to discover the customer’s specific concerns. Try taking a partnership role instead of focusing on ‘getting the sale.’

If a sales professional fixates on the negative press regarding the economy, they could potentially project their fears onto the customer. This psychological principle is called Fundamental Attribution Error. Sometimes, when sales professionals aren’t performing well, they look for outside forces to blame. This is the opposite of what customers need, says Shore.

Helping customers through market—based sales objections is about providing the proper perspective. Ask yourself—what do we talk about first? Starting a customer interaction by discussing negative headlines will affect the mood of the entire conversation. There is a time and place to discuss price and payments, but it shouldn’t be at the top of your list for discussion. 

So, how can sales professionals stay mentally sharp in light of the pressures they face day after day? Shore says a salesperson’s job is not only about disseminating facts and figures but also giving positive energy. Turn off the news, says Shore. Instead, use that time to fuel something positive within yourself. 


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