“Great performers don’t make excuses. They own it. They get feedback and they listen to the feedback. They’re coachable.” – Shari Levitin in today’s Tip 1445
Do you make excuses?
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Scott Ingram: You’re listening to the Daily Sales Tips podcast and I’m your host, Scott Ingram. Today’s tip comes from Shari Levitin. Shari helps sales teams bridge the gap between beating quota and selling with an authentic, heartfelt approach. LinkedIn recognized her as a Top Ten Voice in Sales and Salesforce distinguished her as a Top 20 Global Sales Expert. Here she is:
Shari Levitin: People don’t really have an objection about price. The real objection is we didn’t raise the value. It’s easy for a customer to say it’s too expensive.
Now, what do you do when you get a price objection and the customer says it’s too expensive?
Well, you’ve got to see if that’s the real objection and the only objection. And I’m telling you, nine times out of ten, it’s an excuse. And sellers love excuses because, oh, gosh, then they don’t have to take responsibility. So much easier to say, oh, there’s inflation. My Venus is in retrograde. The price is too high because then I don’t own it.
There’s actually a study done from a company named Primary Intelligence. They’re a win-loss company. And what they did is they surveyed customers who didn’t purchase. So they went through hundreds, maybe thousands of customers who decided not to buy. And they said, what’s the real reason you didn’t buy that product or service?
Well, they usually cited a number of things, but before I tell you what they are, then they asked the sellers, why do you think that you didn’t get the deal?
Invariably, the sellers say, oh, it was too expensive or the timing wasn’t right, something that had nothing to do with them.
The customer said the reason that they didn’t buy is because the seller didn’t uncover their needs. That’s right. The seller didn’t uncover their needs.
So, sellers, you’re making excuses as to why your customer doesn’t buy because I’ve done it too. It protects our ego. Great performers don’t make excuses. They own it. They get feedback and they listen to the feedback. They’re coachable.
Scott Ingram: For links to plenty more from Shari, just click over to DailySales.Tips/1445. Once you’ve done that, be sure to come back tomorrow for another great sales tip. Thanks for listening!