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 setbacks near the end of the sales process.
Working in sales can be really tough.
Sometimes you put a lot of hard work into the process but still things don't work out the way you want.
You might understand your customers' needs and propose a great solution.
But still, some customers might not see the value of what you're offering.
In some cases, that means they decide not to buy what you're selling.
In others, it means they don't completely accept your price or terms.
Whatever the case, you'll need to be prepared to deal with these kinds of setbacks.
After all, a good salesperson is not just a good talker.
They can adapt and face challenges with confidence.
One part of dealing with setbacks is responding to the bad news with understanding and a positive attitude.
Tell the customer you understand their concerns and let them know you're still interested in doing business in the future, and you should be careful not to use language that shows disappointment or frustration.
If you have to negotiate on the price or terms, you need to proceed carefully.
Sometimes you might agree with hesitation, making sure to tell the customer why something might be difficult, and sometimes you'll need to stay firm, while remaining polite and friendly.
It's also a good idea to know the language we use to offer something such as little extras, that will make the customer happy.
And finally, at this point in the sales process you will often have to discuss or make suggestions about the schedule and timelines.
In today's dialogue, we'll rejoin Aaron, who works in sales for a commercial refrigeration company.
Aaron has been trying to sell cooling systems to a hotel undergoing remodeling.
He has offered some great solutions and overcome some obstacles, and now he's about to hear the customer's decision.
Aaron is talking on the phone with Eva, the hotel manager.
As you listen to the dialogue, try to answer the following questions.
1.
How does Aaron respond when he first hears Eva's decision?
2.
What does Aaron emphasize about the deli cases in response to Eva's concerns about the price?
3.
What extra does Aaron offer to Eva to help push her to accept the price?
Hi, Aaron.
Thanks for calling me back.
Yeah, no problem.
How's everything going over there?
Really great, thanks.
Construction is just about finished, and we're starting to bring in the equipment and furnishings.
Wonderful.
And so you've had a good look at our proposal?
Yes, we have.
Very thorough.
Thank you for that.
And we've come to a decision.
We like your ideas for the cafe and the bar, but we've decided to go another direction with the kitchen area.
Oh, right.
I see.
Well, I understand you are very concerned about the space you'd be losing with the freezer section in the walk-in.
Yes, that's a big part of it.
But, you know, cost and service are a big part of this too.
And so there are still a few details that we need to go through with you.
Like possible install dates.
We're going to need everything here on the 15th.
Would that be possible for you guys?
The 15th, huh?
That's pretty tight.
But I think we could probably handle it.
I'll have to check first, though.
Okay, please do.
We're shooting for an opening on the 30th, so we want to make sure we've got enough time to arrange everything.
And besides installation, we're concerned about price, particularly on the deli cases.
Looking at the other quotes we've got, yours seems a bit high.
Well, it's about quality and value, right?
And I've shaved off as much as I could because I knew you had cost concerns.
So that's really the best price I can offer on those units.
I really think you'll be happy with them, though.
Just think, these are the first things that people see when they walk into that cafe.
And it's not just design.
Nothing beats them in terms of reliability.
Hmm, okay.
Well, they are very nice units.
I can't disagree with that.
And here's what I can do.
Just to really step up that wow factor, I could throw in some LED shelf lighting for both cases.
It'll really make your display pop.
Alright then, I think we can go with that.
But you'll install that lighting yourselves, right?
Your proposal mentioned full installation and testing.
You bet.
We'll make sure everything is exactly the way you want it.
Now, you mentioned the 15th for installation.
Is there any particular time that would work best for you?
How about 3 p.m.?
?
That would give us plenty of time to get over to the island and then get everything set up properly.
Does that sound okay?
Now let's go through the dialogue again and look at the language and techniques Aaron used in this conversation.
Hi, Aaron.
Thanks for calling me back.
Yeah, no problem.
How's everything going over there?
Really great, thanks.
Construction is just about finished, and we're starting to bring in the equipment and furnishings.
Wonderful.
And so you've had a good look at our proposal?
Aaron wants to know if Eva has looked through the proposal which outlined what his company was offering for three areas in the hotel a café, a bar and a kitchen that would serve both the bar and restaurant.
What does Eva think of Aaron's proposal?
Yes, we have.
Very thorough.
Thank you for that.
And we've come to a decision.
We like your ideas for the café and the bar, but we've decided to go another direction with the kitchen area.
Oh, right.
I see.
Well, I understand you are very concerned about the space you'd be losing with the freezer section in the walk-in.
Eva begins by complimenting and thanking Aaron, before letting him know that they are only interested in part of his proposed solution.
They want his equipment for the café and bar.
But in the kitchen they're going to go another direction, which is a gentle way of saying that they've chosen another company for that part of the project.
How you respond to news like this is important.
You can't sound too disappointed or angry.
Instead, you have to remain positive and upbeat.
After all, there's always a possibility that the customer will change their mind or come to you for future needs.
When you get bad news, you should show understanding, as Aaron does when he says I understand you were very concerned about the kitchen equipment.
If you don't know the reasons for the customer's decision, you could even ask about them.
That way, you can address such concerns in future sales.
Let's practice some of these ways of dealing with bad news in the sales process.
Notice how positive and understanding the examples are.
Okay, well, I'm certainly glad you considered us.
All right, I understand.
But could I just ask what your biggest concern with our proposal was?
I see.
Well, the door is always open if you change your mind.
Thanks for letting me know.
And I hope you'll think of us again in the future.
Now let's listen as Eva mentions some of her other concerns and introduces an important condition.
Yes, that's a big part of it.
But, you know, cost and service are a big part of this too.
And so there are still a few details that we need to go through with you.
Like possible install dates.
We're going to need everything here on the 15th.
Would that be possible for you guys?
The 15th, huh?
That's pretty tight.
But I think we could probably handle it.
I'll have to check first, though.
Eva wants to discuss install dates, meaning when Aaron's company can deliver and set up all the equipment.
When she suggests the 15th of the month, Aaron hesitates repeating the 15th and adding ha to make it sound like he's thinking about it.
He also says it's pretty tight, which means there's not a lot of time.
In the end, however, Aaron agrees to the 15th.
Coming to terms like this is part of a negotiation process at the end of a sale.
You don't want to agree too quickly or easily to the customer's terms.
Instead, it's good to show hesitation.
That way you're in a better position to ask for something else.
Or if you appear to be giving something up, then the other person might be more willing to give something up in return.
What are some other ways we can agree with hesitation to terms?
Let's run through some more examples.
We normally ask for a 20% down payment, but I'll see if I can get it down to 15%.
Delivery by Friday could be a challenge, but we can probably work it out.
Three full days of training with the equipment?
Hmm, I guess we can do that.
Well, that's not what we usually do, but I'll do my best to make it happen.
So Eva has already raised one concern.
Does she have any others?
Let's listen.
Okay, please do.
We're shooting for an opening on the 30th, so we want to make sure we've got enough time to arrange everything.
And besides installation, we're concerned about price, particularly on the deli cases.
Looking at the other quotes we've got, yours seems a bit high.
Eva has brought up the tricky issue of price on the deli cases, which are display cases for the café.
She backs up her concern by comparing Aaron's price to other companies that provided quotes.
How does Aaron respond?
Well, it's about quality and value, right?
And I've shaved off as much as I could because I knew you had cost concerns.
So that's really the best price I can offer on those units.
Of course, you can't give in to all of the customer's demands, even though the customer is king, as the saying goes.
And in this situation, Aaron decides to stay firm on the price.
He's already shaved off or reduced that price as much as he could.
And as he says, it's about value, which is about getting as much as you can for your money.
Also remember that Aaron agreed with hesitation to the install date.
Because he gave in on that, he's more reasonable in sticking to his price.
There are several other ways we can do this.
Let's try a few more examples.
I'm sorry, but I just can't come down any more than I already have.
To be honest, that's the best deal we can offer.
Actually, that price is not really negotiable at this point.
I see your concerns, but it's going to be $800 per unit no matter what.
Now let's hear Aaron back up his comment about value and see how Eva responds.
I really think you'll be happy with them, though.
Just think, these are the first things that people see when they walk into that cafe.
And it's not just design.
Nothing beats them in terms of reliability.
Hmm, okay.
Well, they are very nice units.
I can't disagree with that.
And here's what I can do.
Just to really step up that wow factor, I could throw in some LED shelf lighting for both cases.
It'll really make your display pop.
Eva agrees that the Deli cases are nice units, but she's still a bit hesitant.
Rather than give in however, Aaron decides to offer something extra, some LED lighting, to really step up or enhance the wow factor or appearance of the deli cases.
Offering extras like this is a great way to nudge a customer toward a positive decision.
It makes them feel like they're getting something for free, which makes them more likely to agree with your terms or price.
What are some other ways of offering extras?
Let's practice some examples.
How about this?
I'll give you a couple extra boxes of premium paper on us.
Well, what I could do is throw in the monitors at no extra cost.
You know what?
With an order this big, I can give you next day delivery for free.
Here's what we can do.
We'll upgrade your speakers for free.
Does Eva finally accept Aaron's price?
Alright then, I think we can go with that.
But you'll install that lighting yourselves, right?
Your proposal mentioned full installation and testing.
You bet.
We'll make sure everything is exactly the way you want it.
Now, you mentioned the 15th for installation.
Is there any particular time that would work best for you?
How about 3 p.m.?
That would give us plenty of time to get over to the island and then get everything set up properly.
Does that sound okay?
Yes.
Eva accepts Aaron's price. but she wants to confirm that the bonus lighting will be installed.
Aaron reassures her before asking about a specific time on the 15th to do the installation.
He suggests 3pm to give them ample time to get to the hotel location.
Scheduling might often be the last issue to be discussed, but it's still very important.
You can't just leave it to chance and hope that your timing works for the customer.
It's best to make sure both parties are clear on when things will happen.
Otherwise, someone might end up disappointed or angry.
So, let's run through a few more examples of discussing the schedule with a customer.
So, would sometime in the afternoon of the 20th work for you guys?
Alright then, when were you hoping to get everything set up?
If I can just take a look at my calendar, I can find a good time for delivery.
I'm thinking 11 a.m. on Friday, if that's alright with you.
Not every part of Aaron's proposal was accepted, but he's dealt with that news positively and done a good job of figuring out how to proceed.
All in all, Aaron's gone through the sales process skillfully and successfully.
Now let's practice some of the language we learned in today's lesson.
Imagine you work in sales for a commercial vehicle company and you're talking to a customer.
You've been trying to sell him several cars and a delivery truck.
You'll hear a cue by the customer, then I'll give you a suggestion for what you can say.
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.
Well, we're definitely interested in the truck, but we'll have to say no to the cars.
Start by saying you understand and thank him for considering them.
Answer.
Okay, I understand, but thanks for considering them.
Now, on the truck, could you have it ready by next Monday?
Now say that Monday is pretty tight, but you can probably arrange it.
Answer.
Well, Monday is pretty tight, but I can probably arrange it.
Fantastic.
And I'm just wondering here if you could come down on the price a bit.
Next, tell him that's the absolute best price you can offer.
Actually, that's the absolute best price I can offer on this truck.
Oh, I see.
It's a bit more than we were really hoping to pay.
Now offer to include the extended warranty at no extra cost.
Answer.
Well, here's what I can do.
I can include the extended warranty at no extra cost.
Okay, that would be really great.
Thanks for that.
Finally, ask if there's a specific time on Monday you can deliver the vehicle.
Answer.
Sure thing.
And is there a specific time on Monday you'd like it delivered?
Now let's practice some of the vocabulary 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, We've conducted a very study of this market.
You can say, We've conducted a very thorough study of this market.
After each response, we'll provide the correct answer.
Let's begin.
The new design really gives this phone an extra wow!
The new design really gives this phone an extra wow factor!
I must say, nothing... Finishing a project ahead of time.
Answer.
I must say, nothing beats finishing a project ahead of time.
I'm sorry to say that we've decided to go another... With this project.
Answer.
I'm sorry to say that we've decided to go another direction with this project.
Answer.
Only two weeks to finish this report is going to be pretty tight.
We've reached the end of this lesson, the fifth in our series on the sales process.
We've learned how to deal with bad news, how to agree with hesitation to terms and how to stay firm on price.
We've also covered how to offer extras and how to discuss the schedule.
It might sound like the sales process is finished, but you can't forget the post-sales follow-up, which is what Aaron will do in our next lesson.
Thanks for listening and see you again soon.
