Five Tips for Turning an Argument Into a Sales Win

You never win an argument with a customer. Let’s get that straight at the very beginning. You know what I mean. You start with some small talk, introduce your latest product or service and eventually run into opposition, or, downright resistance, peppered with some sarcasm or a service or product horror story. For whatever reason, you become defensive and you and your prospect are engaged in Round 1 of an argument. These scenarios usually end with an unhappy or insulted prospect and no sale. And, no referrals. Ouch! This can hurt your business and bottom line. 

In a recent Fast Company article, “Innovation Is About Arguing, Not Brainstorming.  Here’s How To Argue Productively,” Daniel Sobol makes some interesting observations about using arguing as a tool to generate meaningful ideas. The tips he shares can be used to turn arguments into creative sales techniques.

Different opinions, even coming from opposite ends of a situation, can be healthy for both parties. There is a saying, “If both of us always agree, one of us is unnecessary.” You can be more valuable to a prospect by using objections or disagreements to clarify information and help him understand the value of your product or service. It’s not the intensity of the argument, but the communication techniques that provide the value.

1. No hierarchy. The article tells the story of a manager who encouraged new employees to speak their minds. Prospects can be intimidated by a sales person who comes across as superior by virtue of their knowledge or experience and constantly reminds them of it every time they make an objection or ask a question. It shows in the tone of voice and body language. No one likes to feel inferior. Helping your prospect feel comfortable and on equal footing in a conversation can actually avoid an argument before it starts.
    
2. Say “No, because…” Car buyers love to pile on requests for discounts and extras like a free warranty, floor mats, satellite radio, or whatever. Sometimes “no” is the only answer, which is a sure way to start an argument. “No, because…” coming from the viewpoint of the customer respects the customer and helps her understand why she can’t have the moon and stars. A flat “no” makes the customer feel like a child who can’t have another cookie before dinner. 
    
3. Say “Yes, and…” Take advantage of a customer’s good ideas and positive statements. Piggybacking is a brainstorming technique that builds on previous ideas. It validates the person who made the original statement and values the idea itself. This technique makes the prospect part of your team, working together to come to a positive conclusion.
    
4. Diverse perspectives. Really listen to your prospect. They may have a perspective you haven’t thought of and a solution that is better than your standard process. This values the prospect and makes them feel like they are part of the solution. It also helps level the playing field in #1.
    
5. Make it fun. Arguments take on a dark side when you begin to take things personally. Remember that the purpose of a sales meeting is to share with a prospect the solutions you have to make their life better, easier and more prosperous. It’s not about you. Keep on topic and keep it light.

Conflict can heighten interest and help you see the prospect’s perspective and needs more clearly. Don’t be afraid to spar occasionally using the techniques above to get to a win-win for all.

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