by Art Sobczak

I was running a bit late on the way to my golf club, so I called the pro shop to firm up the details for my guests who were arriving shortly. Before ending the call, I asked the pro if he had any Titleist Pro V1 balls in stock.

"Just got some in today," he said.

"Great! How much are they?"

"They are $56 a dozen," he replied.

"Holy moly, I can get them at the discount golf store for $10 less!"

"Are you on your way here right now?" he asked.

"Yeah, and I'm running a bit late."

"Did you need the balls for today's round?"

"Yep."

"I don't imagine you'll have time to stop anywhere, will you?"

"Nope."

"We'll likely sell these out today. Want me to hold a dozen so you can have them when you get here so you can use them today?"

"Sure," I said.

Sales points at work
Notice the salesmanship here.

1. He didn't treat my high price comment as an obstacle. Too often sales reps hear a comment they perceive as an objection, they focus on it, and sure enough, it turns into an objection.

He knows his equipment is higher priced than almost anywhere else. But he also knows he can get it, because of location and circumstance. It's like buying a beer at the ballgame; I wouldn't pay $7 for a glass anywhere else. At the stadium I don't have a choice.

2. He didn't try to apologize for the price or give a reason why the balls are priced higher. Instead, he asked questions. By asking questions he learned what I really cared about: having the golf balls for the round I was going to play shortly. He also learned that I wouldn't have time to stop at the discounter to save the $10.

3. For good measure, he added some perceived value by applying the "Law of Scarcity," by saying he'd likely sell them out today. We always want what is in demand, and don't want to miss out.

4. He asked for the sale. Simple point, but he left no doubt as to the next step.

Analyze the resistance statements and objections you hear. Think of questions you can ask to help someone verbalize their real issues.

Art Sobczak helps sales pros use the phone to prospect, service and sell more effectively, while eliminating morale-killing rejection. He presents public seminars and customizes programs for companies. Art has a number of books and CDs to help sales reps. See free articles and back issues of his weekly e-mailed sales tips at www.BusinessByPhone.com. There also you can get the free ebook, "29 Sales Tips You Can Use Right Now," and, "The Top 10 Mistakes Made By Sales Reps When Using the Phone." E-mail Art at ArtS@BusinessByPhone.com or call (402)895-9399).

back to top                                                                      back to industry articles