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Despite or even though – The question is “Can I
take advantage of the education, money, and
financial security (the applicant’s want, need,
and DBM) in the Navy despite the fact that I’11
be leaving the area?”
If the prospect responds with a no, you have not
gotten the real objection. Then you should ask, “Then,
what is the question?” Hopefully, the prospect will tell
you the real objection. If the prospect just keeps coming
up with more objections, the probability exists that
rapport has been broken or the prospect may not want
to admit the real objection. If the prospect says, “Yes
that’s the question,” then you can continue with
objection handling.
l IRON out the answer. IRON stands for Inquire
objectively, Reverse if possible, Offer some evidence
(STAR), and Number another unit of conviction. You
can use one, a combination, or all the IRON techniques
to answer his or her question(s). Let’s look at an
example of the IRON step using all four techniques
combined for the verified treated question “The
question is How much money will I make? Is that the
question?” The prospect responds with a yes and you
begin to IRON out an answer. “Let me ask you a few
questions, John. How much money are the jobs offering
around here? And how much money do you need for
rent? Food? Workclothes? That may be the very reason
you should join the Navy today. Take a look at this pay
chart. You’ll have more money each month because this
starting pay is basically your spending money, John,
which means to you that the Navy will pay for your
living quarters, your food, even your uniforms. You’ll
receive regular pay raises as you advance in rate and
meet longevity marks. Our pay is also adjusted each
year for cost of living increases, and the real benefit to
you is you’ll have that financial security you are
looking for.”
l After IRONing out the question, use a trial
close again. Based on the prospect’s response, you will
close, provide more conviction and evidence, create
desire, or use a weighing close.
CREATING DESIRE
Although our sales presentation tends to create
desire, we may have to help the prospects see
themselves enjoying our proposal. The purpose of the
desire step is to remind the prospects of their problems
and help them to sense the advantages that our proposal
will provide. If our proposal is correct, the following
are the only two reasons prospects don’t buy:
l They are not aware of their problems.
l They are not sufficiently disturbed by their
problems.
Knowing When to Create Desire
People will buy if they can mentally see or imagine
themselves enjoying the benefits, Key phrases that will
let you know the desire step is needed include “I can’t
see myself in the Navy;” “ I can’t picture myself doing
that;” or “I just can’t imagine being able to do that.”
Steps in Creating Desire
Again, we have a series of steps to follow to make
this step of the sale successful.
l Remind your prospect of his or her problem.
“You want a
(want/need) that will (DBM).”
l Get the prospect’s confirmation.
“Is that correct?”
l Tell the prospect that your proposal will solve
the problem.
“Our (benefits)
will do that for you,”
l Project the prospect to a specific point in the
future.
“It’s (time period) from now. You’re at
location .”
l Paint the prospect a word picture that helps him
or her to be there enjoying the DBM. Do this by using
language that appeals to the senses and emotions. This
language is called concrete language. Try to use as
many of the senses (sight, hearing, smell, taste, and
touch) as you can when painting your word picture.
Make them feel like they are really there. Remember
your goal in this step is to stir up the prospects’
emotions and let them see what realizing that DBM is
going to be like.
l Make direct eye contact and trial close with “Is
that what you really want?”
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