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How to Turn the Top 7 Be Back Bus Excuses Into Sales

Posted by Andrew Donahey | Tue, Oct 14, 2014 @ 10:00 AM
Sales managers think their salespeople have a better chance of riding a unicorn, winning Powerball, or stumbling onto a 500 car barn find than they do of encountering a “be back” prospect that actually comes back to their store. Prospects give myriad excuses across all industries, leaving salespeople left to wonder, “Was that the truth? And what could I have done to keep the prospect engaged to win a sale today or in the near future?”

Get to the Root & Figure the Trigger

The prospect’s excuse matters, but not as much as the emotion that influenced their decision to make it. The emotion matters, but not as much as the perception that triggered it.

Figure the trigger and you’ve gotten to the root of why your prospect left and how you might influence their path to your finance department or straight to the POS, and not out the front door.

Below are the top 7 “be back” excuses and how to turn them into sales:

I Have to Check with My Wife

True or not, most prospects do have a significant other or a trusted confidant that you often have to win over and convince that what you are selling has value and is appropriate for him and, possibly, his family. Start by asking him if there is anybody else, a decision maker perhaps, that would benefit from hearing the information that you are sharing. If they can’t be there, offer to wait till they can be or offer to FaceTime or Skype with the off-site influencer, stakeholder or decision maker – right then and on your phone, if possible. In either case, don’t undervalue anybody’s role in the process; just help them get over barriers together.

I Have to Check with My Husband

True or not, most prospects do have a significant other … ok, you get the picture.

I don't Feel Well

It could be your breath, your hair, the way you smell, your makeup, the clothes you wear, even your hairstyle … prospects will make up any excuse not to tell you about such sensitive issues. Your job? To positively address each and every one of the potential turn-offs a prospect might encounter when speaking with you and your salespeople. Do so and you will automatically see measurable uptrends and fewer disqualifications right off of the bat.

I Have Read Your Reviews

Amazing how four simple words can make a salesperson either quiver with anxiety or smile with great delight: “I’ve Read Your Reviews.” Dant – dant – dah! What is your visceral response? If you cringe, it’s time to address your company’s way of doing business or to find a new address.

If you smile, your company is likely doing something right that makes you feel proud and lets you anticipate a positive interaction. So make sure your positive reviews are plastered everywhere on your website, in your store, on every kiosk, balloon, pamphlet or highway sign. Work even harder to fix the bad reviews and try to prevent them from happening in the first place.

This is the First Place I've Visited

Even if yours actually is the first physical location your prospect has visited, which it probably isn’t, they have researched the product, you and your competitors online. Most prospects that visit your store are 70% or more into the buyer’s journey. If they already knew they could find it cheaper, they are visiting your store to see if everything checks out, from feel, to style to colors and texture.  This is where you pounce by addressing the subject. Ask them if they are showrooming. Ask them what they are seeing online and at competitor’s stores. Don’t be afraid to match, or nearly match a competitor’s published price, particularly if you have it in stock because the customer can walk out with the product now. Here is a guide with 40 Tips to Combat Showrooming that you may find useful.

were going to lunch to make a decision

In sales, nothing matters more than your prospect’s first impression. Is your parking lot, or your website (figuratively speaking) a quagmire of fading parking stalls, pot holes, dead grass and broken lighting? If so, don’t worry about feeling uncomfortable with your prospect because they won’t even stop to say hello.

If you do entice them into stopping, is your furniture inviting? Are your bathrooms gleaming? Is the children’s play area uber clean?

Don’t take these notions lightly. Be relentless in delivering the cleanliest of experiences, outside and inside. Read this blog article about why your parking lot matters so much.

were not ready to buy, just looking

R-E-S-P-E-C-T, find out what it means to me!

A good rule of thumb is to act like your mother is standing behind you when communicating with others, especially in a transactional setting. Be polite, courteous, forthright and authentic when dealing with everyone, not just the identified decision maker.  “Help, educate and delight” is the new sales mantra.

“All right psychologist,” you ask, “now what?”

How about this:

1) Look dapper, spit-shined, breath freshened and all about the customer while on the sales floor

2) Make sure your store is spotless inside and out

3 & 4) Get all of the influencers, stake holders and decision makers into the room

5) Focus on positive first impressions and highlight client testimonials

6) Communicate respectfully with everyone

7) Know how to turn a showroomer into a closed deal.

And here’s a bonus 8th tip: learn more about combating sales stereotypes by downloading this free offer.

car sales stereotypes

Topics: Increase Sales

Written by Andrew Donahey

Marketing Director Andrew Donahey leads a dedicated group of digital marketing specialists that generates relevant content for the financial services sector. He also collects vintage “anything” and has a Golden Retriever kennel.