I talk about this in my book, but since selling is something that’s so integral to business success, yet something many small business owners seem to have trouble with, some of it bears repeating.
First, the Dream Scenario: you give your sales presentation, your prospect poses questions you know all the answers to and, at the end of the conversation, she simply asks, "When can we start?"
This happens, but not very often. Most of the time, when you’re marketing professional services (especially big ticket services), your prospect is interested, but has questions that need answers.
Some people call these "objections", and those same people believe you need to "overcome the objections." But that language implies a power struggle, and that’s not what selling should be.
When your prospect questions you about your services, she wants to know more. Although the tone of the exchange may sound aggressive, there is no confrontation here. Think of it as a conversation, a dialogue with questions and answers. Your best strategy is to acknowledge that you understand her concerns and questions. Listen closely and repeat the questions back, letting her know you understand her concerns.
It’s a good thing to keep in mind, period: people want to be heard. If you can remember this while you’re engaged in any form of communication, the transaction will not only go more smoothly, it’ll be more pleasant for everyone.