When talking people into patronizing a cleaning service, one is often bound into answering concerns from costumers. Commonly, objections are met. To minimize such responses from people, one must know why these are being raised and how they can be well amended. Here are some reasons in getting unwanted objections.
1. The presentation of the services is not good and questions are not given adequate answers.
2. The presenter has no credibility or has not established trust.
3. The need to avail of the services is not well pronounced.
4. The customer being talked to is not part of target market.
Why does a presenter struggle to manage objections and why they arise in the first place?
1. He is not well informed of the product itself.
2. He lacks sales training and techniques in encouraging buyers.
3. He does not have self confidence.
4. He is not prepared and did not practice well enough.
To overcome objections, the best way is to prevent them from coming. Here are some suggestions in doing so.
1. A list of possible objections can be made. This can be based from sales done in the past and the objections that have been encountered.
2. Best responses to the possible objections must then be thought of and written down.
3. These responses can be incorporated into the presentation so that objections are already answered even they are brought up.
4. After mastering the presentation, the presenter can try role-playing with a colleague. Practicing oneself in talking to a customer will help in building up confidence.
5. The presentation can then be tried on prospects. Improvisations and revisions of presentation must be done as problems arise. Retain those that work out and omit or change those that don’t.
Below are suggestions in improving a presentation.
1. Real-life stories related to the situation may be incorporated. Example can be past experiences of other customers in purchasing the product despite having the same objection.
2. Testimonials can also be used. Written testimonials are more effective than just being relayed because customers may not really believe just by hearing it. These may come from previous customers that are benefitted by purchasing the product or availing of the services.
3. A comparison chart may also be presented. The credibility of the service can be built up by showing that it has more customers than other competitors.
4. Phrases such as “Based on our experience…” and “Our long-time customers also had the similar concerns and in response, here’s what we did…” also help.
Price objections are commonly encountered by cleaning companies. One thing to remember is that the value being offered to the customer must be well-discussed before talking about the price. The benefits must be thoroughly stressed out to the customers rather than the features. People are willing to pay more when they see that the value is high and the value is increased by the benefits.
The exercise below will help in encouraging people to avail of the offered services.
Instructions: on a blank sheet of paper, list down the features offered by the service. Under each feature, write down all of the benefits the customer can actually get. Here’s an example:
Feature # 1: Bonded and Insured
Benefits – Customers can have a peace of mind since our company promises to protect the building and all of its contents.
Feature # 2: Employee training
Benefits – Since our employees are well-trained, the customers can rely that the employees are professional and thus would do their job well. Therefore, the customer’s building will be worked on with high quality and with more consistency.
Feature # 3: Building Inspections
Benefits – The quality of our service is assured to be of high standards and meets expectations so customers do not have to worry in trusting their building to us.
Feature # 4: Managing Supplies
Benefits – customers will not be worrying of running out of supplies or on spending time ordering or picking them up.
Feature # 5: Cleaning Certifications
Benefits – Peace of mind knowing that we have expertise on our fields. We always know what we are doing and we are not experimenting in the furniture and flooring. Whenever they need anything done, they can always refer to us.
By doing this exercise, one can be thinking more of the specific benefits that he can relay and talk about with the prospect. When the customer sees the great value being offered, he’ll realize that the price is reasonable enough. Thus price objections can be waived off.
What can the presenter if the objection is not about the service but the mere fact that the customer is satisfied with his current contractor? The presenter can ask key questions that may get the prospect into thinking of trying other contractors and not getting stuck to his current one. Here are some suggestions.
1. Ask about his agreement with his current contractors. Why is he satisfied or what makes him stay with it? What about the current contractor that he likes most and makes him happy?
2. Ask him what changes, about the agreement, that he would want to make, if he could.
3. Know his selection process. What standards does he set in judging the contractors and what will make him do business with one?
4. Show what makes the service being offered different to those of the other contractors. An example may be the use of new technology that others do not have. It may be a telephone or perhaps a timekeeping system that alerts supervisors if an employee does not come for work. This ensures that the service will always be given to customers.
5. Know if he regularly shops for products and services. What is the best value currently for all the goods and services? This will keep the service up in the competition.
6. Offer a service that other contractors do not have. Let the prospects know get a taste of what is proffered by offering a sample service. For example, if the cleaning service offers hard floor care and the prospect’s current contractor does not, demonstrate this service to the prospect. This may attract the prospect into doing business with the company.
Objections are easily overcome through preparation and practice. Confidence about the product and about oneself is necessary in talking people into availing of the services offered. However, in due time, more knowledge about the business will be gained and more skills will be acquired. Soon, more and more customers will be wanting to do business that it needs to be expanded!
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