Zobitz says he wants customers to make a logical investment
(WEB HOST INDUSTRY REVIEW) — Mike Zobitz, director of sales at SingleHop (www.singlehop.com), started his presentation “In Your Customer’s Shoes: World-Class Hosting Sales Techniques” at HostingCon 2011 by asking the audience words they associate with sales.
Words like commission and lies came up. Zobitz says that a lot of times sales people are equated with liars, but he says effective sales techniques involve the “brutal truth.”
“The first thing I bring up is what we can’t do,” Zobitz says.
He says there is no point in hiding the bad news, or leaving it to the end of the pitch. He calls this “drumroll pricing.”
“The best word in sales is ‘help’,” Zobitz says. He says salespeople should ask how to help meet the needs of clients or how to help them get a better deal.
The difference between sales now and sales twenty years ago, Zobitz says, is that now customers are smarter. Why? Because they have the Internet. Customers buy after they already know lots about the product, he says.
Zobitz stressed the idea of customers making a “logical investment.”
“If it’s a logical investment, why would they say no?” he asks.
A logical investment involves value. It’s not the price, he says, it’s the value.
“You have to build it and you have to sell it,” he says.
As far as objections go, Zobitz says, there are three different categories objections fall into: time, trouble and money.
“We know they’re coming,” Zobitz says about objections. Zobitz says to write down all the objections you can think of, and put the biggest objections at the top of the list. These objections are what you should bring up.
Zobitz also says he wants customers to make a logical investment so it doesn’t matter if the sale happens right now.
He says that it is important to differentiate from historical salespeople by building value and telling the brutal truth.
About Nicole Henderson
Nicole Henderson writes full-time for the Web Host Industry Review where she covers daily news and features online, as well as in print. She has a bachelor of journalism from Ryerson University in Toronto, and has been writing for the WHIR since September 2010. You can find her on Twitter @NicoleHenderson.
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