Why I wouldn’t buy from me

Part of knowing your product is knowing all the reasons someone might not want to buy it. Anticipate the reasons. State them clearly in your mind, spell them out on paper if necessary—and have an answer ready for each of them.


A good portion of almost any sales effort is spent overcoming objections. Don’t try to convince a buyer that his objections aren’t valid. Concentrate instead on altering his frame of reference.


In anticipating and overcoming objections a salesman has to practice a kind of theory of relativity. He has to ask himself, “Compared to what?” Think about a major purchase you have made—buying a house, for instance—and the mental gyrations you went through to get there. At some point you were making comparisons. Compared to another house that interested you, but in a slightly less desirable neighborhood, it seemed expensive. Compared to what you could have bought it for ten years ago, it seemed outrageous. But compared to its resale value, compared to what someone else might have been ready to offer, compared to what you deserve, you were able to justify the price.


In licensing the name of an athlete, I know the two objections we are most likely to encounter are the price—the size of the guarantees—and the athlete’s lack of availability to the licensors.


By helping the buyer see a different frame of reference, by altering his perceptions, we are able to finalize a licensee deal that has resulted in the company’s most successful line of apparel and in several million dollars of income to our client.


My Consultancy–Asif J. Mir – Management Consultant–transforms organizations where people have the freedom to be creative, a place that brings out the best in everybody–an open, fair place where people have a sense that what they do matters. For details please visit www.asifjmir.com, Line of Sight

1 Comment (+add yours?)

  1. Wes Schaeffer
    Apr 27, 2009 @ 06:42:39

    “Anticipate the reasons” a prospect may not buy is a great point, Asif. Professional sales people have great empathy. They can “walk a mile in the shoes of the prospect,” which means they can relate to the prospect, their concerns, their fears, their hopes, their desires. Then and only then, can rapport be built, trust established, an open and honest conversation conducted and a buying opportunity created. When this happens”Closing the sale” is not needed. Instead, you will “open a relationship.” And that’s much less stressful and much more profitable.


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