Prospects will throw objections and concerns at you. When this happens, you need to address them head on. To do this, you need to be SHARP.
Let’s discuss what it means to be SHARP by looking at each of the four definitions above.
SHARP Intellect
“What is the hardest task in the world? To think.”
—Ralph Waldo Emerson (1803–1882), American essayist, poet, and philosopher
Don’t get rattled when a prospect has an area of concern. Pause for a moment, use that intellect of yours, and get to the bottom of it. Once you
know exactly what the prospect’s concern is, just tap into that vault of knowledge that you worked so hard to acquire.
Now I wouldn’t exactly call myself intellectual, but before I walk in the door to sell my solution, I make sure I have sufficiently stuffed my head with as much PIC knowledge as it can handle. When your prospects fire an “indecision” causing concern or objection, you must be prepared to respond with something that puts their mind at ease and advances the sale.
This is where plenty of PIC (Product, Industry, Competition) knowledge is crucial. It is difficult to sound SHARP and intellectual when you can- not answer a question or concern.
SHARP Competence
Showing alert competence means having the ability to provide a solution to problems. As we discussed in an earlier chapter, alert eyes and ears are crucial during a sales call. If you are not closely watching and alertly listening to your prospect, then you might miss something they are trying to tell you. Unfortunately, prospects are sometimes ambiguous when voicing doubts or concerns. Sometimes they mean to be unclear, and sometimes they just have trouble putting into words exactly what their concern is. Either way, it is important that you are alertly competent, so you can effectively address those concerns that stand in the way of you carrying out your objective. When you are alert, and when you know your stuff, it will be difficult for your customer to intentionally or unintentionally sneak anything by you.
“Trying to sneak a pitch past Hank Aaron is like trying to sneak the sun- rise past a rooster.”
—Joe Adcock, Milwaukee Braves first baseman
SHARP and Clear Understanding
To effectively address an area of concern, you must first understand exactly what that concern is. Many salespeople take time addressing the wrong area of concern because they lack a clear understanding of what is trou- bling their prospect. Customers often say one thing but mean another. The only way to clearly understand what is in your prospect’s heart and head
is to question them. By doing this, you’ll be able to identify what specif- ic issue needs to be addressed.
SHARP Capability to Act or React Strongly
How quickly do you react when a customer throws you an objection or a concern? Your ability to quickly respond could mean the difference between you getting the order or going home empty-handed. As mentioned in an earlier chapter, sales is a lot like fishing. While fishing can be rewarding and profitable, the story below will demonstrate the importance of making quick decisions.
Bill was the best fisherman on Skaneateles Lake. While the other fishing enthusiasts from the village would be lucky to pull in one or two fish a day, Bill would come back from his “secret fishing spot” soaking wet and with buckets full of bass and lake trout. Bill was the talk of the town.
Dave, the local game warden, began to catch on to this and grew curious and a bit concerned. He approached Bill and asked him if he could join him on his next outing.
After walking about a mile and a half through a dense trail, they arrived at their destination. Bill then reached into a backpack he carried and pulled out a small round object. As Dave looked more closely, he noticed it was a hand grenade. Bill removed the pin, and then tossed it underhand out into the water as if he was tossing a horseshoe at a stake. They were soaked. Seconds later, dozens of the best looking bass and lake trout you have ever seen began floating to the surface. Bill let out a “yahoo,”
grabbed his net and entered the water, scooping up one fish after another.
Immediately, Dave lost his mind, telling Bill that he would never fish on Skaneateles Lake as long as he lived. Dave wrote up a summons and handed it to Bill as he threw his “trophies” into a large bucket. Bill then reached into his backpack, pulled out another grenade, pulled the pin, and handed it to Dave. Dave froze for a moment as Bill said, “Hello, it’s fish- in’ time. Are you with me?” Dave had to make a quick decision. In two quick seconds, he went from spectator to participant. A big-time decision had to be made, and made fast!
A sales call is often just like that. Everything is going smoothly until your prospect throws you a grenade, and you are forced to react and make a decision quickly. Delay or “lock up,” and you are “dead.” React quickly
Damn, You Are a SHARP Addresser 169
and decisively and you will not only survive this sales call, but live to par- ticipate in several more.