Overcoming Small Business Networks Sales Objections

Do you need help overcoming sales objections?

Do you sell computer networks, or other IT-related products and services to small businesses?

This article provides tips and hints so you can be overcoming the most common sales objections heard when selling networks to small business prospects, customers, and clients.

The problem generally begins when you start talking about a network upgrade. Around the time, many small business prospects, customers and clients will dwell on cost.

These small business prospects, customers and clients often neglect to consider the soft costs of not properly investing in a network… such as lost employee productivity when imprudent corners are cut, downtime when fault-tolerance is an afterthought, and service costs from computer consultants when difficult-to-support or "dead-end" solutions are selected primarily because of their low price tag.

No matter how thorough your initial consultation, IT audit, site survey and network design reports, some unforeseen client objections may pop up just before you get the client's authorization to proceed (generally a signed contract and retainer or deposit check).

Why Overcoming Sales Objections is SO Crucial

Because one relatively minor concern might threaten to derail the entire sale, you need to gain the critical business development skills for overcoming sales objections, with some of the biggest small business network deal-closing obstacles.

Empowered with these strategies for overcoming sales objections, you'll be much less apt to get emotional, defensive or just plain annoyed. You can then stay focused on keeping your eye on the ball and figuring out the best way to solve the prospect's or future client's problems …and of course, close the sale. Remember, your company isn't in business to solve prospects' problems; only those of paying clients.

Overcoming Sales Objections: Apathy

I hope you get a good night's sleep before this sales objection rears its ugly head. You need a powerful force to overcome apathy.

If small business decision-makers have an apathetic outlook toward the prospect of implementing a network, your decision-makers might take weeks, months, or perhaps even years before feeling a sense of urgency about your proposed network project.

However, once you discover the roots of this apathy, you'll be better able to push (or at least nudge) the approval process along.

Here's a typical example you'll find in the field: The small business owner sees no problem with their existing peer-to-peer network. One or two seemingly innocuous foul-ups, however, can cause the small business owner to see the "light".

With a Microsoft Windows peer-to-peer network, for example, the "server" seems perfectly reliable until the person working on the PC functioning as the server inadvertently hits the reset button with his or her knee.

If you need to be overcoming more of the common sales objections, you must be very adept and recounting these kinds of cautionary tales with the right timing, delivery and empathy.


Using Network Reliability to Overcoming Sales Objections

PC/LAN network reliability can also get called into question when the user of the peer-to-peer server inadvertently performs an unannounced, unscheduled shutdown and restart because a software setup program prompted a reboot.

With peer-to-peer networks, protecting data is usually also an afterthought. If the peer-to-peer server isn't protected with fault tolerant hard drives, a reliable tape backup drive, a server-class UPS, and updated antivirus software, a peer-to-peer server becomes an accident waiting to happen.

So while any of these factors can turn apathy into your opportunity, sometimes a little divine intervention steps in to help you in overcoming sales objections.

One day a lightning storm and blackout pushes your client's "server" over the edge. When power's restored, the server cannot even boot up to its welcome or logon screen. So now, the small business owner is scrambling with the internal guru at 2 a.m. trying to restore the company's corrupted contact management database, which contains 25,000 records and three years of data.


Fear of Catastrophic Data Loss and Overcoming Sales Objections

Situations such as catastrophic data loss, although horrible tragedies for those affected, are great motivators for combating apathy and overcoming sales objections. All of a sudden, the small business owner becomes extremely receptive to your suggestions about your proposed networking solution, which of course features centralized security and data protection.

Discontinued technical support is another powerful counterforce for overcoming apathy-rooted sales objections, especially when you're talking about vertical, industry-specific software, such as niche applications designed for accountants, attorneys, physicians, realtors, auto body shops and restaurants.

After a certain point, the independent software vendor (ISV) selling vertical, industry-specific software draws a line in the sand and stops providing technical support, annual updates, and patches for older versions of their product.

So if your client is an accounting firm that needs updated tax tables (they'd basically be out of business without them), your client is forced to upgrade the tax software, which often in turn forces an upgrade of the server. This results in a call to your firm to upgrade their server (and several related highly lucrative product sales and service opportunities for your firm), all as a result of the "domino effect" from an ISV calling the shots.

With this kind of scenario, you don't even need to do much of the work in overcoming this sales objection. Your prospect's, customer's, or client's vertical ISV has done the “heavy lifting” so to speak in overcoming sales objections.

So besides fears of unreliable systems and vendor-mandated upgrades, you can also overcome apathy by discussing your prospect's, customer's or client's competition (without naming names, of course). If you work with many small businesses in the same industry, and you're seeing a software or more general technology trend that drastically alters the competitive landscape in your prospect's or client's industry, by all means call this to your prospect's or client's attention, as a means of overcoming sales objections.

The Bottom Line

If you sell and service IT-related products to small businesses, you need to develop your sales skills for overcoming sales objections. This article introduces you to three different major categories of small business IT sales objections and helps you understand simple anecdotal closing strategies for overcoming those sales objections… and most importantly, closing more big-ticket sales.

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IT Networks: How to Argue for a Bigger Budget

IT network managers have to fight the "if it ain't broke don't fix it" mindset to win resources. With computer networks, that mindset is dangerously complacent. IT networks will keep pumping data until they die or let in hackers. Here are some winning arguments against "if it ain't broke…"

IT Network Maintenance: Better Analogies

Don’t let your IT network's budget get lumped with IT in general--or worse, operations in general. "If it ain't broke, don't fix it" sometimes makes sense in IT or operations. Upgrading workstations or desks can cost productivity, making it self-defeating.

You have to stress that IT networks are different from workstations or desks.

• IT networks are harder to repair.
• IT networks cannot be done without until fixed. You depend on them for email, web, file transfers, and in some organizations, printing, fax and telephone. If your network breaks you may be forced to rely on hand-written letters.
• IT network improvements rarely lower productivity on the front line. Instead, a faster, more reliable network can improve front-line productivity.

Here are the analogies you should stress to counter "if it ain't broke":

• Plumbing: IT networks will appear to function until they burst. The damage will be more expensive than maintenance ever could have been. In the meantime, you are losing productivity to all the little "leaks."
• Dams: If a poorly maintained IT network bursts, the eventual flood will harm overall productivity.
• War: There is no such thing as "good enough" when you are in competition. With an IT network, you're in a quiet arms race with hackers. You are also competing with your business competitors in terms of productivity.
• Health: Your IT network has to be in top physical condition. You can't make up for bad habits with a week or two of "rejuvenation." Meanwhile, your day-to-day performance will suffer.
• Cars: Don't wait for your IT network to conk out. Get a regular tune-up of up-to-date equipment.

IT Network Maintenance: What Can Go Wrong

Now, let's drive the point home. Here are some concrete, easy-to-explain reasons to keep your network up-to-date:

• Power supplies. Without redundant backups, your network is vulnerable to a shutdown. The lost productivity will make extra equipment seem inexpensive in comparison.
• Integrity. Faulty or contradictory data can break older networks. Newer equipment has solved these problems. Again, the potential cost of lost productivity makes newer equipment a good value.
• Firewalls. Hackers can leak trade secrets stolen from unprotected networks. Firewall software upgrades are relatively inexpensive.
• VOIP. Organizations worldwide are switching to VOIP--not just outside-line telephones but also switchboard and teleconferencing. If your network is out-of-date, it may fail when you eventually try this new technology.
• Speed. Older platforms such as 10BASET will throttle your bandwidth. You can now upgrade to a Terabit or more. Just think of the seconds, minutes, hours, and days lost as staff wait for email to arrive and web pages to load.

Final tip: show how cost-effective IT network maintenance really is. Get a firm cost estimate from a vendor. Just make sure your cost estimate is as competitive as it can be. You can often get new equipment at half the cost of retail by buying refurbished equipment.

Close your case for a better network with this wisdom: no matter what you pay, keeping your network up-to-date is cheaper than the consequences of letting it fall into disrepair.

Computer Network Management

Today it is almost inconceivable for a business not to have computers, whether it is a construction company or a high technology firm. When a business has more than one computer, they are almost always connected together in a local area network. These networks may be more or less advanced and therefore more or less costly.

Companies invest so much (in terms of both money and time) in a local area networks because there are many advantages that a local area network brings to a business and how it is administered.

Some businesses use a local area network in such a way they are highly dependent on it always working. If the company's network fails, then you may see all the employees chatting away in the corridors because they can't do their work. This means big losses for the company and causes stresses on the employees. All companies must consider their local area networks a vital asset and downtime must be avoided. This imposes huge demands on the network staff to keep such networks running almost 100% of the time.


The advantages of Computer Network Management

One of the main advantages of installing and maintaining LANs is the opportunity they create for better communication and cooperation between employees and customers.

Security considerations: Local Area Network security can be both a help and hindrance. Comprehensive security is beneficial because it provides a central and safe strategy for data access and disaster recovery. All information is protected by the design and implementation of the network security solution. On the other hand, interconnecting computers in local area networks creates a security risk, since doing so makes it technically possible for intruders to access many machines on the network at once.

Cost considerations: Installing a local area network is a relatively expensive project. Servers, cabling, switches, routers and software can all be expensive and should never be purchased without expert advice. Keeping the network operating and secure also requires a lot of resources and can be costly.

Surprisingly, a local area network can bring a number of cost savings. Sharing resources avoids the need to purchase equipment for each individual. Even more important is the security that a local area network can provide. Data loss could cost a business a great deal of money and in some cases, cause the business to shutdown altogether. Computer Network Management should require a consistent routine for data backups with regular checkups of data quality - a practice that will save a company huge sums in the event of a mishap.


Computer Network Management: preliminary analysis phases

The first phase of computer network management is to determine the source of the problem (a preliminary study that looks into several options of differing scope may be useful here) and defining it in a specification of requirements. Examples of what should be evaluated are different network operating systems, mail systems, and other applications. The choice of hardware components should also be evaluated. This phase is generally aimed at establishing what the system should do, not how it should do it.


Computer Network Management: design phase

The purpose of design phase is to determine how the requirements of the specification are to be met. The current approach to large, complex projects is to break them down into smaller, more manageable subprojects.


Computer Network Management: implementation phase

This phase involves the physical installation of the local area network. Cables are run, software is installed, and computers and other hardware are put in place.


Computer Network Management: integration and system testing phase

In this phase, commissioning of the network begins, and routines are adapted to users and the operating personnel. The system must be tested, both to ensure that the network meets the requirements set out in the specification and that it is stable enough to perform the central function it has in the organization.


Computer Network Management: operation and maintenance

Local area networks have complex operating routines. This is because there may be serious consequences when faults occur or unauthorized persons gain access to the system. Many companies have employees devoted solely to take care of running and maintaining computer networks. These system administrators may deal with network issues such as performance, reliability and security of both hardware and software.


Computer Network Management: tools

Although an organization may have computer administrators on site, they must also monitor the network more than eight hours a day. In fact, some of the worst trouble that arises with networks can happen during the night hours when nobody is using the network. With the right computer network management tools, your organization can receive the security of knowing that problems will be foreseen, prevented, and taken care of - and that your network administrator can be notified at a moment's notice, should anything go exceptionally wrong.