By Stephen Ashkin

Selling Green for the first time can be a real challenge, especially for those who are not prepared to overcome the objections raised by the prospect.

The following are arguments that I have developed over the past 15 years to help deal with some of the most common objections to Green Cleaning. To begin, allow me to share with you the basic strategy that I use in overcoming objections. The strategy is called the “feel, felt, found” method and it works essentially like this:

1. When the prospect raises an objection, begin by acknowledging that you have listened to what he or she has said by stating, “John, I understand how you FEEL that the product is too small” (or whatever the objection was).

2. The next step is a transitional statement that allows you to move to overcoming the objection. In this case you would then say, “I have worked with a number of others who FELT exactly the same way.” This transitional step also keeps you from suggesting that John is wrong or uninformed; if possible, provide actual names of companies and buyers that John might know.

3. The final step goes directly to overcoming the objection. You might say, “But they actually FOUND when we provided the users with some simple training the product worked great; plus it was faster, caused fewer back injuries, had a better warrantee, and actually saved them money.” Some specific examples of objections you may encounter include these:

We’re already doing it. John, I understand how you FEEL that you already have a complete Green program, because Mark at XYZ Company FELT exactly the same way. But Mark actually FOUND—once we did an inventory of their chemicals, paper, equipment, training, and other components of their program—that while they had gotten off to a good start, there were numerous opportunities to further improve their program.

We have no need, or no one is asking for it. John, I understand how you FEEL that nobody at your company is interested in a Green program, because Mary at QRS Company FELT exactly the same way. But Mary actually FOUND that her company was very interested in Green buildings; our program created a real opportunity for her to demonstrate her leadership and has turned out to be very good for her career.

I tried Green products, but they didn’t work. John, I understand how you FEEL that Green products don't work, because Bob at MNO Company FELT exactly the same way. But Bob actually FOUND that compared to the Green products he had tried several years ago, the newer technologies work every bit as well as the traditional products he had been using.

I investigated Green products and found them to be more expensive. John, I understand how you FEEL that Green products are more expensive, because Denise at 3G Company FELT exactly the same way. But Denise FOUND that compared to the Green products she had tried several years ago, the newer technologies are competitively priced compared to the traditional products she had been using.

I'm too busy. John, I understand how you FEEL that dealing with new products will take too much of your time, because Harold at White Company FELT exactly the same way. But Harold actually FOUND that with our help the process went smoothly and was not overly time-consuming. Frankly, in the end he was glad he did it, and now our new program actually saves him time due to the training, workloading, processes, and inventory-management program we helped him put in place.

My people had a hard time figuring out our current program, and I don't want to change. John, I understand how you FEEL about introducing change to your staff, because Lisa at High Company FELT exactly the same way. But Lisa actually FOUND that with our help their people quickly learned the new program, and they really appreciated it once we explained how we were trying to help further protect their health and the environment.

We'd like to buy from you, but we have to buy off our contract. John, I understand how you FEEL that you are committed to buying from your contract, because Mr. Smith at JRD FELT exactly the same way. But he actually FOUND that he didn’t have to buy off of his existing contract because Green was not addressed on the contract. Thus, he could buy Green from us without voiding other parts of his contract. (Note: there are conditions where the customer may need to buy from their contract. So please investigate and be aware of the various options in your marketplace and with each specific customer.)

Another distributor has already offered a Green Cleaning program. John, I understand how you FEEL that you already have a Green program being offered to you, because Nikki at BNHS FELT exactly the same way. But Nikki actually FOUND that in addition to the Green products, our complete program was superior, and she decided that we were the better company to partner with.

While there are many different approaches to overcoming objections and numerous objections that you may face, I hope these tips will be of help to you. And again, please share your sales tips and questions by contacting me at: SteveAshkin@AshkinGroup.com.

Remember, the more you sell, the faster we will reduce the impact we have on health and the environment. And because the customers are going to be buying these products from someone, I’d prefer that they buy the products from you!

Good selling.