Be kind, for everyone you meet is fighting a hard battle.

Plato (427 BC - 347 BC)
Greek author & philosopher in Athens

 

Cushioning

 

      At this point in your presentation, cushioning is the most important tool you have in your utility belt. NEVER argue or disagree with a customer. Always agree emphatically. For example:

 

“We can’t afford to spend that much money right now.”

      Then you shouldn’t. If it’s not comfortable right now, than by all means, you shouldn’t do it, …  Here’s what I do when I can’t afford something I really want …..

 

“We always sleep on all major decisions.”

      Well, you’ve obviously made many fine decisions in your life, judging by your beautiful home, so if that’s your policy, I won’t be the one to try and change you. However, let me ask you this …..

 

“We always get three estimates, no matter what, and you’re the first.”

      I’m your first? You should never buy anything without getting a couple estimates! My only question is this: Let’s say another company comes in …

 

BE ON YOUR CUSTOMER’S SIDE!!!

 

Now, Remember these four letters: WCCA

 

W              Write it down

C               Cushion their objection

C               Clarify their argument/objection

A               Ask questions

 

 

Some examples

 

“We can’t afford to spend that much money right now.”

 

Write it down. This needs to be addressed before trying to close and it gives the appearance that you’re truly concerned with their dilemma.

 

Cushion — “If I’ve learned anything in life, Mrs. Brown, is that we can only do what’s affordable for us. I really understand that,my product is sometimes a little higher than people have budgeted.

 

Clarify — “So what you’re saying, just to make sure we’re on the same page, is that you’d like to have my product, but THIS amount is more than you’re comfortable spending today?

 

Ask – What if we were able to get started with the really serious problems today, as opposed to doing nothing, and worry about the other ones next year.

 

 

 

“We always sleep on all major decisions.”

 

Write it down. This needs to be addressed before trying to close.

 

Cushion — Well, you’ve obviously made many fine decisions in your life, judging by your beautiful home, so if that’s your policy, that’s what you should do.

 

Clarify – So there aren’t any specific reasons NOT to get started on the project, you just want to make sure you’re as comfortable tomorrow as you are right now?

 

Ask – Just to make sure I understand … is there anything right NOW that you’re uncomfortable with?

 

“We always get three estimates, no matter what, and you’re the first.”

 

Write it down. This needs to be addressed before trying to close.

 

Cushion — I’m your first? You should never buy anything without getting a couple estimates!”

 

Clarify – So you like everything I’ve shown you, you love my company, and you’re crazy about me, right? (smile) So you just need to talk to other people just to make sure?

 

Ask — My only question is this: Let’s say another company comes in, not as nice of a product, not as professional, not as long in business … but they’re cheaper. Would you consider settling for less quality just to save a few bucks?

By cushioning their objection you are telling them that you’re on their side, not the enemy. If you get pushy and continue to close with their objection floating out there, they will get defensive and want you to leave. This is a great tool, use it always.