There can be an awkward moment when an artist says no after
you’ve asked them to use our digital music distribution services.
I can just imagine the the digital distribution education
process has been sailing along smoothly with you asking good questions and the artists
giving good answers. Based on their answers, you’ve guided them to just the
right product for their needs. Suddenly their no feels like you’ve just run into a stop
sign that was planted in the middle of the road.
Several things may have just happened:
- You may feel a bit blindsided by their no (Hopefully not if you’re well-trained).
- You just asked them for their money, which represents security for most people. In their minds you may have just switched from being helpful to becoming a determined opponent trying to win their money right out of their pockets.
- Or, you could have been ever-so-nice, but they weren’t ready (for whatever reason) to go ahead and they feel bad about saying no.
You need to alter the negatively-charged mood created by
their no as quickly as possible. Their resistance is raised in expectation of
you becoming more stereotypical–more aggressive as a music industry insider.
Average A&R’s will hang their heads, thank the talent
for their time and ask if they can stay in touch (even though they know they
won’t). Well-trained pros assure artist that their no didn’t make the A&R
stop wanting to help them. They re-establish rapport.
It’s as important to re-establish rapport after hearing a no
as it was to establish it early in the presentation process. And, it only takes
a fraction of the time it did in the beginning. You can simply say, “I see. By the way...”
“That’s a great point. By the way...” or “I understand why you’re hesitant. By the way...” or you can say, “I see. But here's the best part...”
“That’s a great point. But here's the best part...” or “I understand why you’re hesitant. But here's the best part...” By
acknowledging their no, you communicate that it’s all right that your buyer
didn’t say yes right away. The buyer will relax and you can keep the sale
moving forward by moving on to the next step of reviewing their needs to
determine what might have been missed on the first go-around.
PMG offers innovative marketing strategies to successful Artists, Managers,
and independent labels who count on us to provide responsive, personal service
and strategic brand management. Ultimately, our goal is to establish
long-lasting relationships built on integrity and mutual trust as we help guide
our clients along the path toward commercial well-being.
After buyers say no
February 11, 2014 By Leave a Comment
There can be an awkward moment when buyers say no after you’ve asked
your closing question. The sales process has been sailing along smoothly
with you asking good questions and the buyers giving good answers.
Based on their answers, you’ve guided them to just the right product for
their needs. Their no feels like you’ve just run into a stop sign that
was planted in the middle of the road.
Several things may have just happened:
Average salespeople will hang their heads, thank the buyers for their time and ask if they can stay in touch (even though they know they won’t). Well-trained pros assure buyers that their no didn’t make the salesperson stop wanting to help them. They re-establish rapport.
It’s as important to re-establish rapport after hearing a no as it was to establish it early in the sales process. And, it only takes a fraction of the time it did in the beginning. You can simply say, “I see.” “That’s a great point.” or “I understand that you’re hesitant.” By acknowledging their no, you communicate that it’s all right that your buyer didn’t say yes right away. The buyer will relax and you can keep the sale moving forward by moving on to the next step of reviewing their needs to determine what might have been missed on the first go-around.
- See more at: http://www.tomhopkins.com/blog/sellingskills/buyers-say#sthash.ExXe51Jv.dpufSeveral things may have just happened:
- You may feel a bit blindsided by their no (Hopefully not if you’re well-trained).
- You just asked them for their money, which represents security for most people. In their minds you may have just switched from being helpful to becoming a determined opponent trying to win their money right out of their pockets.
- Or, you could have been ever-so-nice, but they weren’t ready (for whatever reason) to go ahead and they feel bad about saying no.
Average salespeople will hang their heads, thank the buyers for their time and ask if they can stay in touch (even though they know they won’t). Well-trained pros assure buyers that their no didn’t make the salesperson stop wanting to help them. They re-establish rapport.
It’s as important to re-establish rapport after hearing a no as it was to establish it early in the sales process. And, it only takes a fraction of the time it did in the beginning. You can simply say, “I see.” “That’s a great point.” or “I understand that you’re hesitant.” By acknowledging their no, you communicate that it’s all right that your buyer didn’t say yes right away. The buyer will relax and you can keep the sale moving forward by moving on to the next step of reviewing their needs to determine what might have been missed on the first go-around.
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