I was counseling a SCORE client the other day who sells a service and was having trouble closing sales. I asked if she was careful to find the Hot Button. Her blank stare told me she didn’t know what I was talking about. We then discussed how the hot button is the REAL reason a person doesn’t buy.
The first reason given may or may not be the real reason. “Our service department will get back to you” may not be the real reason when the real reason is the individual you are talking with doesn’t have authority to make the decision. Finding the Hot Button means you dig past the obvious to find the real reason. Of course, you must do your homework first to make sure you are talking to the decision maker.
As you know, when you get objections it means you didn’t cover the Hot Button in your presentation. Doesn’t have to be a hard sell, but it does have to be a well through through approach. There is a difference. Have you found this to be true? Does the Hot Button theory sound obsolete to you? Hope not. What has been your experience? Love to hear your story.