6. Penetration Selling -- Penetrating the Barriers to Commitment
6. Penetration Selling -- Penetrating the Barriers to Commitment
The key barriers that need to be penetrated in order for the close to be successful are often referred to, among sales-trainers, as “Objections”. This is a catch-all term which includes any and every thought a prospect might present, or action he might take, that acts to block the completion of the sale.
Some of these objections are rooted in sales-resistance, where the prospect himself becomes somewhat unwilling to make the purchase and is resisting the salesperson’s efforts to close the sale. And some of these objections are simply logistics problems that the prospect has, which require some practical steps to be taken, in the real-world, in order for the prospect to be fully ready and able to complete the transaction.
An example of sales-resistance is: A prospect who needs and wants to purchase new roofing because his current roof is leaking badly, who is perfectly cooperative and fully willing to proceed through the early steps of the sale, but, who, when the salesperson asks him to make his commitment (to put down some money and to sign a contract), has an irrational fear-of-making-a-wrong-decision creep up on him, and the prospect begins to invent a flurry of reasons, or objections, why he can’t close the sale.
An example of a real-world objection is: A prospect sees a boat that he very much wants to buy, but at the last minute realizes that the boat might be too wide to fit through the doors of his storage garage, and so he wants to put off the decision until he can measure the doorway to confirm the workability of owning that particular boat.
There are almost as many theories among sales-trainers on how to handle objections as there are objections. Many schools of sales-training offer a long list of “types of objections”, each with its own unique name and a different formula for how to handle each type.
In the Penetration Selling system, we discover that all variations of customer concerns and objections fall into only two categories, and the handling for both categories is very similar. The two categories are:
1) Those objections which can be successfully handled with communication alone, and
2) Those objections which require a Real-World handling.
There is a powerful, four-step formula in Penetration Selling which fully handles any kind of objection. The formula is based upon highly workable techniques which allow the salesperson to neutralize the objection, at its source, before the objection can manage to sabotage the sale.
The proper application of this four-step formula allows the salesperson to successfully penetrate any objection a prospect may put in his path. When an objection is addressed with this powerful formula, the objection is reduced down and out of the way of closing the sale.
- - - - - - - - - - - - - - - - -
The unique, approach of the Penetration Selling system, and what makes this prospect-friendly system so powerful, is that the key barriers of each of the five steps of the sales process, are clearly identified, and the proven and effective techniques for penetrating, deflating and evaporating these barriers are simple and precise.
Penetration Selling is a simple, highly effective selling system, in which the road is laid open wide for the successful closing of the sale – to the satisfaction of both the salesperson and the customer.
(c) 2007, Harry Frisch, STI Publishing. All Rights Reserved. Penetration Selling is a trademark owned by STI Publishing.
6 Penetration Selling Penetrating the Barriers to Commitment - To learn more about this author, visit Harry Frisch's Website.
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The fifth and final step of the Penetration Selling process is “Closing”. Closing is defined as getting a firm commitment from the prospect to acquire the product or service which is being offered.
The key barriers that need to be penetrated in order for the close to be successful are often referred to, among sales-trainers, as “Objections”. This is a catch-all term which includes any and every thought a prospect might present, or action he might take, that acts to block the completion of the sale.
Some of these objections are rooted in sales-resistance, where the prospect himself becomes somewhat unwilling to make the purchase and is resisting the salesperson’s efforts to close the sale. And some of these objections are simply logistics problems that the prospect has, which require some practical steps to be taken, in the real-world, in order for the prospect to be fully ready and able to complete the transaction.
An example of sales-resistance is: A prospect who needs and wants to purchase new roofing because his current roof is leaking badly, who is perfectly cooperative and fully willing to proceed through the early steps of the sale, but, who, when the salesperson asks him to make his commitment (to put down some money and to sign a contract), has an irrational fear-of-making-a-wrong-decision creep up on him, and the prospect begins to invent a flurry of reasons, or objections, why he can’t close the sale.
An example of a real-world objection is: A prospect sees a boat that he very much wants to buy, but at the last minute realizes that the boat might be too wide to fit through the doors of his storage garage, and so he wants to put off the decision until he can measure the doorway to confirm the workability of owning that particular boat.
There are almost as many theories among sales-trainers on how to handle objections as there are objections. Many schools of sales-training offer a long list of “types of objections”, each with its own unique name and a different formula for how to handle each type.
In the Penetration Selling system, we discover that all variations of customer concerns and objections fall into only two categories, and the handling for both categories is very similar. The two categories are:
1) Those objections which can be successfully handled with communication alone, and
2) Those objections which require a Real-World handling.
There is a powerful, four-step formula in Penetration Selling which fully handles any kind of objection. The formula is based upon highly workable techniques which allow the salesperson to neutralize the objection, at its source, before the objection can manage to sabotage the sale.
The proper application of this four-step formula allows the salesperson to successfully penetrate any objection a prospect may put in his path. When an objection is addressed with this powerful formula, the objection is reduced down and out of the way of closing the sale.
- - - - - - - - - - - - - - - - -
The unique, approach of the Penetration Selling system, and what makes this prospect-friendly system so powerful, is that the key barriers of each of the five steps of the sales process, are clearly identified, and the proven and effective techniques for penetrating, deflating and evaporating these barriers are simple and precise.
Penetration Selling is a simple, highly effective selling system, in which the road is laid open wide for the successful closing of the sale – to the satisfaction of both the salesperson and the customer.
(c) 2007, Harry Frisch, STI Publishing. All Rights Reserved. Penetration Selling is a trademark owned by STI Publishing.
6 Penetration Selling Penetrating the Barriers to Commitment - To learn more about this author, visit Harry Frisch's Website.
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Dave KurlanDave Kurlan is the founder and CEO of Objective Management Group, Inc., the industry leader in sales assessments and sales force evaluations, and the CEO of David Kurlan & Associates, Inc., a consulting firm specializing in sales force development. Dave has been a top rated speaker at Inc. Magazine's Conference on Growing the Company, the Sales & Marketing Management Conference and the Gazelles Sales & Marketing Summit. He has been featured on radio and TV, including World Business Review with General Norman Schwarzkopf, in Inc. Magazine, Selling Power Magazine, Sales & Marketing Management Magazine and Incentive Magazine. He is the author of Mindless Selling and Baseline Selling – How to Become a Sales Superstar by Using What You Already Know about the Game of Baseball. He created and wrote STAR, a proprietary recruiting process for hiring great salespeople, and he writes Understanding the Sales Force, a popular business Blog and is a contributing author to The Death of 20th Century Selling and 101 Great Ways to Improve Your Life, Volume 2. - Visit Dave Kurlan's Website |
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Linda RichardsonLinda Richardson is the Founder and Executive Chairwoman of Richardson, a global sales training and performance improvement company. As a recognized leader in the industry, she has won the coveted Stevie Award for Lifetime Achievement in Sales Excellence and she was identified by Training Industry, Inc. as one of the “Top 20 Most Influential Training Professionals.” Ms. Richardson is credited with the movement to Consultative Selling and is the author of ten books on selling and sales management, including Sales Coaching — Making the Great Leap from Sales Manager to Sales Coach, and Stop Telling, Start Selling. She teaches sales and management at the Wharton Graduate School of the University of Pennsylvania and the Wharton Executive Development Center. Linda is a frequent speaker at industry and client conferences, has been published extensively in industry and training journals, and has been featured in numerous publications, including The Wall Street Journal, Forbes, Nation’s Business, Selling Power, Success, and The Conference Board Magazine. Learn more about Richardson's sales training and performance improvement solutions at http://www.richardson.com web - Visit Linda Richardson's Website |
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George LudwigGeorge Ludwig is a recognized authority on sales strategy and peak performance psychology. An international speaker, trainer, and corporate consultant, he helps clients like Johnson & Johnson, Abbott Laboratories, Northwestern Mutual, CIGNA, and numerous others improve sales force effectiveness and performance. Though it's George's strategies and processes that help corporations increase productivity and performance, it's his tremendous energy and dynamism that spark the transformation. Again and again, clients remark on his amazing ability to unleash human capacity and inspire men and women to break out of their comfort zones. The result is a whole new type of salesperson. His customized presentations teach achievers to make stunning advances in their lives. From helping salespeople realize cherished dreams to helping corporations exponentially accelerate revenue streams, George Ludwig leaves audiences and individuals empowered, emboldened, and clamoring for more. George is the best-selling author of Power Selling: Seven Strategies for Cracking the Sales Code and Wise Moves: 60 Quick Tips to Improve Your Position in Life & Business. - Visit George Ludwig's Website |
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John PowerJohn Power, founder of Biltmore Franchise Consulting, has extensive experience developing and marketing franchises and business opportunities. He has been in and around franchising for over twenty years. From 1980 through 1990 he conceptualized, organized, and developed the American Video Association. He grew AVA to 2,000 national members, before selling the company it 1990. It was later merged into another home video marketing company. From 2000 to 2005 he worked as a contract marketing and human resources consultant to several local and national companies. In 2005 Mr. Power began working as a franchise development consultant on a full-time basis. Since that time he has helped more than three dozen companies initiate and develop their franchising program. He notes that there are many companies interested in developing a franchise program, and who need his specialized assistance. Mr. Power is a “hands-on” franchise consultant. He said, “I am the ‘nuts and bolts’ person who tends to the details for my clients.” Mr. Power holds a B.S. degree with a major in Marketing. See: www.biltmorefranchise.com You may contact Mr. Power at: jpower@biltmorefranchise.co - Visit John Power's Website |
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Staging DivaDebra Gould, aka The Staging Diva®, is President of Six Elements Inc., an internationally recognized home staging company. Inspired by many requests from aspiring home stagers wanting to start similar businesses, Gould created the Staging Diva Home Staging Business Training Program. Gould has trained over 1000 Staging Diva Graduates worldwide to start staging businesses. Buying decorating and selling six of her own homes in four years lead to an interest in real estate staging which she turned into a career with the launch of sixelements.com in 2002. Since then she has staged hundreds of homes in addition to teaching home staging training. Gould is the author of several home staging resources including a series of popular ebooks made up of a Design Guide, Color Guide and Portfolio Guide. For more information about Debra Gould visit stagingdiva.com. - Visit Staging Diva's Website |
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Jay Kubassek(Jay's Full Bio: EvanCarmichael.com/jaykubassek) In five years, Canadian-born entrepreneur Jay Kubassek went from selling mufflers at a Midas franchise to revolutionizing Internet marketing with the 2004 launch of CarbonCopyPRO, a online marketing education company, now worth over $20 million with customers in over 160 countries.
As an independent film producer, his upstart film fund Aliquot Films is currently producing a films with Spike Lee and Abel Fererra (starring Ethan Hawke and Dennis Hopper.)
Jay's entrepreneurial spirit is irrepressible. He’s the owner of five companies, a professional speaker and trainer, international real estate developer/investor, extreme sport enthusiast and emerging philanthropist. Jay resides in NYC with his wife Jamie, son Milo and dog Cooper. Visit Jay's official website: www.JayKubassek.com - Visit Jay Kubassek's Website |
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