SKIP THE “BUTS” THAT HINDER COLLABORATION
A single word can ignite a defensive emotional reaction. If your Acknowledgment statement is followed by “but” or “however,” that one word can negate your acknowledgment and send the message, “I hear you and now I’m going to tell you why you are wrong.” It lowers trust and collaboration and creates a fight-or-flight response from the buyer.
“But” or “however” in a sentence contradicts the first part of your Acknowledgment. Often the word “but” is simply inserted as a connector between two statements, not as a contradictor. The problem is that your buyers don’t have time to figure out which part of the statement is the real message, so most focus on the last part of what you say. We don’t want to shut down our collaborative selling approach with just one word. For instance:
• “I know you want a lower price, but the economy is affecting everything and my hands are tied.”
• “I appreciate you asking that question, but I don’t know the answer.”
• “I’m sorry you don’t like the answer, but that’s all I can do.”
The big question then is . . . how do we Acknowledge we hear Them and segue into a response or question? There are two simple approaches:
- End your Acknowledgment with a pause (or use a period in writing). Then, after the pause, start the second sentence with a segue into your clarifying question.
- Use the word “and” to connect the Acknowledgment and the statement that follows.
By using these two approaches to skipping the “buts,” here’s how the above examples would be restated:
• “I know you want a lower price. (pause) The economy has made budgeting so much more challenging. Let’s explore your options for staying within your budget.”
• “I appreciate you asking the question and there may be some ways for us to address what you ask. Let’s look at how.”
• “I’m sorry you do not like the answer and I have done what I can. An option for you is to_______.”
The use of “but” as a connector is a bad habit, one that might jeopardize your success in working through the concern or objection. “Skipping the buts” takes effort and is well worth that effort. The payoff is a clear message from you and a conversation that continues.
Although we sellers should avoid the use of “but,” we need to listen up when the buyer uses it, because they are using “but” to begin an objection or to ask a question. When you hear a “but,” use Stop, Drop, and Roll to work through the objection or question that follows it.