You're listening to Business English Pod, the Business English podcast for professionals on the move.
Hello, and welcome back to Business English Pod.
My name's Edwin and I'll be your host for today's lesson on dealing with a customer's doubts about a proposed solution.
Customers rarely agree to buy after an initial pitch.
Sales typically involve a lot more work than just the initial approach.
You need to get to know the customer, understand their needs, and offer them good solutions.
And somewhere along the way, you'll have to deal with their questions and doubts.
After all, people want to be sure they're making the right choice and that they're spending their money wisely.
And even when you've shown them all the right reasons to buy from you, they might still be on the fence.
So what can you do?
Well, there are a few useful techniques that can help you deal with the customer's doubts.
We can ask about reasons and propose solutions.
We can also relieve their fears and anticipate their concerns.
And finally, we can show them why the other alternatives are not good choices.
In today's lesson, we'll learn how to use these techniques.
In the dialogue, we'll rejoin Aaron, a salesman at a commercial refrigeration company.
He's been talking with a hotel about providing cooling systems for their restaurant and bar.
Aaron has taken the time to get to know his customer and he submitted a proposal that he thinks matches their needs.
But now the customer has some doubts.
Besides Aaron, you'll hear Eva, the hotel manager, and William, the contractor who's renovating the hotel.
As you listen to the dialogue, try to answer the following questions.
One, what is Aaron's solution to Eva's first concern?
Two, what other concern of Eva's is Aaron able to guess?
3.
Why does Aaron think that not choosing his solution for the freezer is a bad idea?
So there's another thing we need to look at here.
If we can just walk through to the bar.
You can bring your coffee if you like.
We just want to have a look at the space behind the actual bar.
Sure thing.
You mean where we were talking about putting the display coolers?
Yeah, so Eva told me about that idea, and I'm really not sure that could actually work here.
Okay, well, let's have a look.
Alright, so what exactly do you think the problem is?
You see, the reach-ins under the bar drain easily, right over here.
But if you put a standing cooler in the back, I don't see how you could run a pipe over to the drain.
There's a big concrete lip in the way which we've just poured and I wouldn't suggest drilling through it.
Okay, I see what you mean.
And fortunately, there's a pretty simple way around that.
These coolers are on adjustable jacks, just like a refrigerator, but bigger, so no problem getting the clearance you need to run the drain.
Yeah, but we're talking like four or five inches here.
Not a problem at all.
It's a pretty common situation, and these things have been designed with that in mind.
All right, then.
I guess I don't see an issue, then, if that's the way you want to go, Eva.
Yeah, well, for now, let's just say we're considering it.
Nothing decided yet, but good to know it's possible.
So, Aaron, I'll walk you out here.
And, uh, there's just one other thing I'm a bit concerned about.
Uh-huh?
What's that?
Well, it's this whole issue of a freezer section in the walk-in cooler.
Ah, yes.
I'm guessing you're concerned about the space you'll be giving up in the cooler, yeah?
Precisely.
We planned the footprint for that cooler based on what we knew we needed, in terms of cold storage.
We didn't design it to include any space for a freezer.
Robin and I just… well, we just don't think it's going to work.
Yes, I see your concern.
But I have to say those chest freezers you're thinking about take up a lot of room for the volume you get.
And you're going to be sacrificing a bunch of space in that prep area.
Yeah, I realize that.
But I'm just more concerned about cooler space.
Well, those formulas for figuring out the required walk-in space are a bit deceiving.
They're based on fairly inefficient shelving arrangements.
And, like I said, I could work with you to maximize that space.
Now let's go through the dialogue again and look at the language and techniques Aaron used to match solutions to his customers' needs.
When we join the conversation, Aaron is walking with Eva through the hotel.
So there's another thing we need to look at here.
If we can just walk through to the bar, you can bring your coffee if you like.
We just want to have a look at the space behind the actual bar.
Sure thing.
You mean where we were talking about putting the display coolers?
In their previous discussions, Aaron suggested having standing display coolers behind the bar.
The coolers would present products nicely to customers and be more convenient than just having small coolers under the bar.
But now the customer isn't too sure this is a good idea.
Yeah, so Eva told me about that idea, and I'm really not sure that could actually work here.
Okay, well, let's have a look.
Alright, so what exactly do you think the problem is?
The good thing for Aaron is that Eva and William aren't rejecting him completely.
As you can hear, William is simply expressing doubts diplomatically.
He says he's really not sure that it could work.
It's important to recognize situations like this because doubts can be overcome.
But you can't overcome those doubts if you don't know why the customer is having them.
So your first question should be about reasons.
Aaron asks, what exactly do you think the problem is?
If he understands the problem, then he can offer a solution.
What are some other ways of asking about reasons for a customer's doubts?
Let's run through a few more examples.
Okay, so could you tell me what you don't like about the Green Street location?
So what is it about the Panasonic unit that you're worried about?
Tell me then, why don't you think the platinum package is a truly good deal?
I'm wondering why you don't seem so sure about the T40 compact unit.
So what are the reasons for Eva and William's doubts?
You see, the reach-ins under the bar drain easily, right over here.
But if you put a standing cooler in the back, I don't see how you could run a pipe over to the drain.
There's a big concrete lip in the way.
Which we've just poured, and I wouldn't suggest drilling through it.
In this case, the customer has doubts about whether something is even possible.
William is talking about how the coolers drain, or how the water flows out of them.
The reach-ins, which are the coolers under the bar, drain easily.
But the display coolers wouldn't drain easily because of a concrete lip, which is something that would block a drain pipe.
Simply put, they don't think the space would work for the new coolers.
So how does Aaron respond?
Okay, I see what you mean.
And fortunately, there's a pretty simple way around that.
These coolers are on adjustable jacks, just like a refrigerator, but bigger.
So no problem getting the clearance you need to run the drain.
Fortunately, Aaron has a solution, which he says is a simple way around the problem.
Emphasizing that your solution is simple helps reduce a customer's concerns, and Aaron explains more exactly that.
The coolers are on adjustable jacks, which means they can be easily raised or lowered to create enough space for the drain.
Notice too that Aaron says no problem, which further reduces their concerns.
If a customer sees a problem with your suggestions, you can often propose a solution that overcomes the problem.
Let's practice some more ways of doing this.
Well, it wouldn't be a problem to simply include LED lights instead.
If you're concerned about capacity, we do have larger containers available.
It would be easy enough to change the preferences so all your managers have access to the admin account.
If you like, we could just cut the counters to fit your existing layout.
Has Aaron managed to relieve their doubts?
Yeah, but we're talking like four or five inches here.
Not a problem at all.
It's a pretty common situation, and these things have been designed with that in mind.
Clearly, William is still concerned because he emphasizes how big the concrete lip is.
But Aaron doesn't miss a beat.
Once again he says not a problem at all and it's a pretty common situation.
Before saying that the cooler will still work.
If a customer has fears or concerns, you need to make them feel better by assuring them there's no problem.
And you need to make them think positively by explaining exactly why they shouldn't be concerned.
Let's try some more ways of addressing customer concerns in this way.
I'm sure it will all fit.
I've seen people put twice as much inside one of these things.
I assure you, this is the most stable platform available with over 99% uptime.
Hey, that's alright.
We deal with these types of issues all the time.
I can honestly say that we've had 100% positive reviews on this particular system.
So, now do the customers feel OK about the coolers?
All right, then.
I guess I don't see an issue then, if that's the way you want to go, Eva.
Yeah, well, for now, let's just say we're considering it.
Nothing decided yet, but good to know it's possible.
So, Aaron, I'll walk you out here.
And, uh, there's just one other thing I'm a bit concerned about.
Well, it sounds like William and Eva understand it's possible now, but they still haven't made a decision.
There certainly can be a lot to overcome to make a sale, and it sounds like Eva has one more thing she is concerned about.
Uh-huh.
What's that?
Well, it's this whole issue of a freezer section in the walk-in cooler.
Ah, yes.
I'm guessing you're concerned about the space you'll be giving up in the cooler, yeah?
Eva has told Aaron she's concerned about something, and now she says that it's about the freezer section in the walk-in cooler.
Does Aaron sound surprised about this?
Not at all.
In fact, he says directly, I'm guessing you're concerned about the space in the cooler.
He's already anticipated her concern.
So why would he do this?
Well, it shows he understands the customer.
He thought about things from her perspective, and he knows what she might be worried about.
As a salesperson, this can help you build trust, and thinking in this way can help you figure out what you need to emphasize in your discussions with the customer.
What are some other ways we can anticipate a customer's concerns?
Let's run through some more examples.
So, I imagine you're a little worried about how long these tires will last.
I'm guessing here that you are wondering about the resolution on these monitors.
I realize that you might have some concerns about maintenance costs.
Now, you might be thinking that's a pretty big down payment.
Now, let's find out if Aaron has guessed Eva's concern correctly.
Precisely.
We planned the footprint for that cooler based on what we knew we needed, in terms of cold storage.
We didn't design it to include any space for a freezer.
Robin and I just, well, we just don't think it's going to work.
Eva is explaining that they planned the area for the cooler, or its footprint, for the amount of space they need.
So she's concerned that there's not enough space in the cooler for a freezer section.
And in this case, Eva really sounds quite certain that it's not a good idea.
As she says, we just don't think it's going to work.
So how does Aaron deal with this issue?
Yes, I see your concern.
But I have to say those chest freezers you're thinking about take up a lot of room for the volume you get.
And you're going to be sacrificing a bunch of space in that prep area.
Aaron starts by saying he understands.
As always, it's important to show that you're a good listener.
Next, he explains why not choosing his solution is a bad idea.
The alternative to a freezer section in the cooler is a chest freezer.
Aaron explains.
These take up a lot of room and Eva will lose space in the prep area, which is the area in the kitchen where certain foods are prepared.
Making a sale isn't just about showing the benefits or advantages of your product.
It's a matter of comparison.
Your job is to show why your option is better than another option, so you should also show the disadvantages of the alternatives.
Let's practice some more ways of doing this and notice.
A couple of examples include a show of understanding at the start.
I see what you mean, but with the smaller vehicle, you simply won't have much space.
The birch shelving is cheaper, yes, but it's really not sturdy enough for what you are planning.
I should just say here that the AX30 furnace is not nearly as efficient as the AX60.
If you go with the lighter paper stock, you might see the ink bleed through to the other side.
Now let's get back to the dialogue.
Yeah, I realize that.
But I'm just more concerned about cooler space.
Well, those formulas for figuring out the required walk-in space are a bit deceiving.
They're based on fairly inefficient shelving arrangements.
And, like I said, I could work with you to maximize that space.
Eva continues to express concern, so Aaron provides even more support for his solution.
He says that the formulas or equations for determining how much space you need in a cooler are deceiving.
In other words, the formulas aren't always accurate or realistic.
But he can help maximize that space.
Once again, Aaron is matching solutions to needs, just like every good salesperson does.
Now let's practice some of the language we learned in today's lesson.
Imagine you work for a company that sells delivery vehicles and you are talking to a customer who needs three new trucks.
The customer has some doubts, which you need to deal with.
During the role play, you'll hear some cues from the customer.
Then I'll give you some suggestions for how you can respond.
We'll guide you through each step in the practice and provide an example answer for each response.
Ready?
Let's give it a go.
So I'm not really sure that the six meter box truck is the most suitable.
Start by asking what it is that the customer doesn't like about this model.
Answer.
I see.
And can I ask what exactly it is you don't like about them?
I'm a bit concerned that it's too high at the back for getting stuff in and out.
Next, propose the solution that it would be easy to include a tail lift at the back.
Answer.
Okay, well, it would be easy enough to include a tail lift at the back.
That might work, but I'm still worried about the fuel cost of these trucks.
Now relieve the customer's fears by saying that all your other customers have been really happy with the fuel efficiency of this model.
Answer.
Well, I must say all my other customers have been really happy with the fuel efficiency of this model.
Ah, I see.
Well, I guess we could think about these as a possibility then.
Next, anticipate the customer's concerns about the overall cost of the truck.
Answer.
So, I'm guessing here that you might be worried about the overall cost?
Yes, I am, and that's why I'm kind of leaning towards a cube van.
Finally, express understanding but explain that the cube van has the disadvantage of not having enough space.
Okay, I understand why, but it really doesn't have enough space for what you'll be doing.
Now, let's practice some of the vocabulary and collocations we've covered in this lesson.
In a moment, you'll hear a series of sentences with a word replaced with a beep.
Repeat each sentence, including the missing word.
For example, if you hear let's look at the plans and see if we can find a way this problem, you can say let's look at the plans and see if we can find a way around this problem.
After each response we'll provide the correct answer.
Let's begin.
I don't think this truck has enough to handle our larger products.
I don't think this truck has enough volume to handle our larger products.
I think we're all finished here, so let me walk you to the lobby.
Answer.
I think we're all finished here, so let me walk you out to the lobby.
Water comes into the building through a that is connected to the main supply.
Answer.
Water comes into the building through a pipe that is connected to the main supply.
If you convert the back room to offices, you'll be giving a lot of storage space.
If you convert the back room to offices, you'll be giving up a lot of storage space.
We've reached the end of this lesson, the fourth in our series on the different steps in the sales process.
We've learned how to ask about someone's reasons for having doubts and how to propose a solution.
We've also looked at addressing customer concerns and anticipating those concerns.
And finally, we learned how to show the disadvantages of an alternative solution.
These techniques are all great ways to deal with customer doubts and concerns.
Thanks for listening, and see you again soon.
