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Adaptive Display's Digital Signage Blog

Digital Signage Sales, Part 1

Posted by Chad Bogan on Tue, Dec 16, 2014

The way you approach selling is just as important as what you are selling. You have to create a connection with your customers by bringing a personal touch to the sales process.

When you overlook the importance of personal connection, you risk losing your customers to the competition. People buy from people they can trust and relate to. When people find answers to their needs and you help them in the process of finding a solution, then the sales will follow.

Where to start

Today's customers are more discerning than ever. One of the toughest parts is overcoming their objections.

We see objections as anything that stops a customer from buying from you. The most common objections to any sale would be:

  • Budget
  • Price/Cost
  • Timeliness
  • Authority
  • Value
  • Knowledge

Your customers need to know that your product or solution truly meets their needs. Take a look at that "No" as a way for you to give them enough compelling reasons to buy from you. Take it as an opportunity to satisfy their concerns and priorities.

Simply put, an objection is a request for additional information. It's a good sign that you can actually look forward to.

Your goal is to have a convincing response to remove that roadblock that stands between you and that sale.

Handle Objections Using the LACE Strategy

Taking time to see those objections will give you an opportunity to learn more about your customers, your business and your offerings. One of the most effective ways to handle objections is to use the LACE - ListenAcceptCommit and Explicit Action - approach.


When your client voices an objection, treat it with respect and hear them out. Listening helps you understand the objection, the emotions and the reasons behind it.

Avoid interrupting your client. Give them your full and undivided attention. This is a good way to earn their trust and rapport. Discover the reason behind their words, pay attention to their body language and voice inflections.

Find the objections and the remaining ones. Be mindful of other nonverbal signs as well.


Instead of ignoring the client's concern or becoming defensive, learn to acknowledge and empathize with the client's concerns. It is important that you acknowledge the objection and the person making the objections. When you focus and look at things in your client's perspective, you will be in a better position to address their concerns.

Check your understanding to convey that you really understand their objections. Qualify with your client if it is the only reason that stops him/her from buying from your company.

Confirm the objections by rephrasing your question. For instance, ask "If it wasn’t for the price, you'd avail our services. Is that true?"


Having created that trust by listening to your client and being open to discussing their objections, you can now create an opportunity to close a sale.

It's your chance to get their commitment and make a commitment as well. Once you have addressed their objections, create a solution that would make your client happy and solve all of their needs.

Incorporate your solution through a question. For example, "If I were to provide you a longer warranty, would that be enough for you to make a decision?"

Now, you must also prove that you'll deliver your commitments and address their objections. Make sure that your client is satisfied with the solution you’ve provided for their problems.

Explicit Action

It's important not only to address the objection but to take action on the commitments made. When you work with clients, you don't only solve objections, but more importantly, you get the sale.

Making a sale isn't only about pushing a product or service. It is also important to make a solid long term relationship with the client and finding answers to questions they may not have known. Find their problem, offer solutions and sales will follow.

Tags: LED Sign Selling Tips