IMPACT sales framework, and overcoming objections by thinking FAST
In any sales organization, we are best served by adhering to a framework. While the steps to the framework become second-nature, or for some started off as “obvious”, having a set cycle helps reduce the risk of overlooking an important step, or getting ahead of yourself.
My wife and I have learned many different frameworks for sales and overcoming objections and have decided to share some insight in the form of a new process. The reason we created a new process is because many people work best when using a mnemonic phrase or acronym. We found that while there were useful tools already out there- they lacked this type of flow that helps with retention and recall.
Here is a brief overview of the processes we came up with.
We want our sales to have IMPACT.
Invest time: The first step of the process is to prepare for the sales call. Take time to learn about the industry and the customer. You don’t need to be an expert, but you shouldn’t be a deer in headlights either.
Meet: Having spent time preparing, we are more readily able to build a relationship through mutual connection and common ground when we meet with the customer.
Probe: We want to ask questions to explore their unique needs.
Align: We then use the information from the probing phasing to build an expereince aligned with their needs. We create this through a tailored demo and pitch that shows how we solve a problem, meet their need; etc.
Close: Here, we use several techniques to ask for the sale. We may be met with an object, and that when we think FAST (see below).
Transition: After close the sale, we make sure that loose ends are tied up and the transition to the account or success team is smooth and completed.
It is important to remember that this is a cycle, and not linear. You may need to repeat different steps throughout a sale. Sometimes you uncover new needs, or discover you need to be talking to different people. Don’t worry and don’t get discouraged. The framework is here to help to stay focused and ensure that each interaction is memorable in a positive way.
In many cases, the customer will raise objections. Don’t worry- these are a natural part of the sales process during a closing conversation. Our first instinct may be to launch back in to our pitch- but that isn’t the best action to take. Overcoming objections is about reassuring the customer concerning the product and helping to them to understand fully the value of the offering.
When an objection is raised, just remember to think FAST.
Feel: When we feel for someone, we show empathy for a person or a situation, we put ourselves in their shoes, so to speak. We let them know that we understand their point of view.
Ask: We use exploring questions again, this time to find out what the root cause of the objection is. We don’t want to just treat the symptom, we want to go to the cause. If we jump in immediately and answer the objection, we might find a whack-a-mole experience where more keep popping up.
Solution Story: This is where we educate the customer to overcome their objection. Maybe we tell them a story or case study where someone had the same barrier, and how were we able to overcome it and find success. Many objections come from either what people think other people are or aren’t doing, and their own perceived ability. Stories are a great way to evoke emotion, give real-life examples, and help customers see the reality of the benefit you are discussing.
Tie-down: We check to make sure the customer understands the solution, and to ensure we overcame their objection.
Understand that they may have a few, and so you may repeat this exercise more than once. That’s ok. You are working toward the close, and the customer is going through their natural buying process. Think back to when you’ve made a big purchase. You likely had an internal or external conversation about objections- be glad the customer is open to discussing their concerns- trying to find mutual ground for the process to continue.
