Dear ,
Last month, one of the giants of marketing passed away. His name was Joe Sugarman.
I've written about Joe in this newsletter before, not only because of his iconic status in the world of marketing, but also because I had gotten to befriend him and know him personally. In fact, he was one of my business mentors.
I hadn't written about him yet because it took me awhile to decide which lesson of Joe's I would share with you.
If you don't own it, I suggest you buy it and add it to your library. It is absolutely essential for any entrepreneur.
Anyway... two points I want to bring up that Joe talks about in the book that have to do with OBJECTIONS:
1. Bring them up early (and before your prospect brings them up)
2. Find an acceptable and reasonable way to resolve them
Please read the above items in RED again. Being armed with this information -- AND FOLLOWING IT -- will absolutely improve your chances of closing a sale.
The prototypical example of this is the Realtor who knows of certain negatives in a property that will turn off a buyer -- and rather than trying to hide it or avoid it, they bring it bring it up early and resolve it.
"Ms. Buyer, I know the construction that happening across the street is on the loud side and isn't the most esthetically pleasing... but keep in mind... it won't last forever. And once it's completed, it will probably raise the comp values of the entire neighborhood. So, you just have to deal with a little bit of short-term inconvenience in order to get the long term payoff... and it's totally worth
it!"
This type of scenario can be found in pretty much every business or profession.
I can assure you, it's much better than not saying anything and hoping the client doesn't notice the construction -- be the first one to bring it up!
P.S. This is a photo of Joe and me during an outing we had in Miami Beach. RIP, Joe. Thanks for everything you did for me!
Until next time...
