As you take buyers through the sale, you are dealing with people experiencing varying degrees of fear. First, they know they have a problem, which itself is discomforting. Second, they know they may have to invest considerable time and money to fix it, which adds another level of anxiety. Third, they may not be expert at solving the problem they have been charged with solving. And, finally, they risk their ego, their stature in the company, and maybe even their job if your proposed solution doesn't work. Most buyers need comfort, encouragement, and reassurance.
Depending on the particular inadequacies or pain your buyers feel, one or more of these statements could bolster their self-esteem and make them feel good about putting their fate in your hands.
- "What you're feeling is normal and rational. Your reaction makes perfect sense."
- "Your concerns are typical of my customers."
- "I have a suggestion for how we can make this a no-risk decision for you."
- "Why don't we do a small pilot program first to make sure it will work for you?"
- "What do you need from me to make you comfortable with this deal?"
- "You didn't create the problem. It resulted from changing [technology/regulations/competition/demand]. Everyone is facing it in one way or another."
- "I sense that you're feeling unsettled right now, and maybe even doubting yourself. That's an uncomfortable position to be in."
- "It may be hard for you to believe this, but your problems are not at all unusual. Neither are they more serious than what I typically see. So, what we can offer you should work quite well."