When talking to prospects or leads, have you ever heard someone say something like, “Oh, my brother-in-law does what you do”? If that’s something you hear on a fairly regular basis, especially during sales meetings, it’s time to start disarming that bomb before it goes off, not after.
So how do you do that?
“I’m sure you already know somebody that does this.”
Asking that during your sales meeting is something we in Sandler call a pattern interrupt. It throws them off a bit, because it’s not something they expected you to say.
That allows you to have a different conversation.
One of two things happens. Either they say, “Yes,” and we can have a conversation, or they say, “No,” and we can have a conversation.
If they say yes, you may want to follow up with something like, “Great! Help me understand something. If you already know someone that does this, why in the world are we talking?”
Of course, body language and tonality becomes hugely important, as does bonding and rapport. But if you’re careful with all those things, you can ask a question like that.
The point in disarming the brother-in-law bomb is not to avoid the topic. Rather, it’s to bring it up before they do, so you can continue to have a real conversation. And really, it’s something you should do with any common issue or objection you hear.
It’s not going to feel comfortable when you first start doing it, but don’t let that stop you. As always, going outside your comfort zone is a key to growth.
By bringing up objections before your prospects do, you make a real, honest sales interaction possible.