What about when……….

A few years back, Staples came up with a very popular and genius marketing tool called the “Easy Button.” It was so successful that the advertising campaign spawned an in-store product to support the campaign of an actual “Easy Button" that you could buy and place on your desk in your office as a kind of gimmick or gag. It was a bit of fun. Staples sold more than $7.5 M worth of buttons across the country. The button represented for people a symbol to recognize the frustrations many businesses have with processes today and by contrast, how easy it is to do business with Staples. I loved the campaign, although I never went as far as buying a button.

Now that I am involved in sales training, I have the great pleasure of working with folks in my profession who are front and center in various sales processes. Let’s face it, selling is selling. The products differ, but at the end of the day, your personality starts the selling process. It is probably what got you into the profession in the first place and will stand to you the longest, as it is usually something that does not change or go away. It is ingrained in you; it is in your DNA. Over time, other key elements fall into place the longer you stay in sales, just like many other professions. Likely those key elements came at a price. The price of time, the price of success, and even the price of failure. If you are like me, you have been on many sales calls, you have heard the objections and experienced the rejection, while on the other hand, you have shared in the spoils of victory and achievement.

Unlike the Staples campaign, there is no easy button in sales. Every sale must be fought and won based on using your personality and ability to influence the most ardent objector. Every ounce of knowledge you acquire must be used resourcefully to guide a buyer to a favorable decision. Every sale you make is a breeding ground for learning that must be applied and sometimes modified for your next sale to keep the momentum going. Roadblocks and obstacles are the norm today. It seems that it is getting harder to close business than ever before. You have competition at every turn and technology that is evolving every day. Management wants more data, tracks more metrics, seems to pay less for the business you bring in, and is always looking for ways to save a buck or two with your commission check or bonus.

Therefore, it is not at all surprising that the phrase I often hear from salespeople is, “What about when …?” This is code words for can you give me the “Easy Button” answer to this objection. “What about when my customer says the cost is too high?” There is often an answer to an objection, maybe even a proven talk track to deal with th