Selling equipment isn’t just about PVC and blowers; it’s about mastering the buyer’s mind. Learn to turn objections into orders.
Forget memorising sales scripts by rote. If you manufacture or sell inflatables, you know the scenario is different: your customer (the renter) is worried about return on investment, durability, and lead times. Their customer (the party organiser) wants safety and fun.
The real game happens in the mind – yours and your buyer’s.
Reading and re-reading the book on objections by JP Blow (the absolute authority on the subject) is what finally drove this home for me. And if there’s one thing he makes clear, it’s this: selling high-quality equipment has more to do with self-awareness and psychology than a rehearsed spiel about “reinforced PVC.”
I’ve selected the 6 most powerful insights from the book, adapted for the reality of those who live and breathe the inflatable market. They’ll help you turn a “no” (or an “I’m just looking”) into a “what’s your delivery lead time?”. Ready?
The 6 Powerful Insights for the Inflatable Market
1. Your Emotions Are Your Worst Enemy (or Your Best Ally)
The customer doesn’t just buy the product; they “buy” the seller. If you’re desperate to shift stock, unsure about delivery times for the PVC, or anxious because it’s been a quiet month, the customer will pick up on it. And that’s when objections pop up – often, not because of the equipment’s price, but to test your confidence in what you produce.
- Practical Example: Imagine you need to clear a batch of medieval castles to pay suppliers. You enter the negotiation with that invisible, yet perceptible, desperation. The buyer senses it and thinks, “Hmm, if he’s that desperate, I can push for a bigger discount on the batch or ask for some freebies.” And the objection arrives.
- My Recommendation: Before you answer the phone or send a quote, do a quick emotional checklist. Have you taken a breath? Do you know the stitching on your product inside out? Do you know it lasts 5 years with proper maintenance? Then you’re golden. Desperation is a perfume no one wants to buy. Confident people sell premium equipment.
2. Master the “Stroppy Child” Inside Your Customer
Everyone has a side that rebels when feeling pressured. The author calls this “psychological reactance.” In plain English: it’s the spoiled child who hates hearing “I can’t give a discount.” Your mission is to calm this child, not feed it.
- Practical Example (the critical negotiation moment):
- Insecure Seller: “But my inflatable is better, it has double reinforcement!” (This is a tug-of-war. The customer’s stroppy child will fight back: “Then I’ll buy the cheaper one from the other guy.”).
- Strategic Seller: “I completely understand that budget is important. It’s very smart to compare prices in this market. Just out of interest, aside from the cost of the equipment, what else is crucial for you to feel confident about this purchase?” (There. You’ve positioned yourself as an ally, not an adversary. Now they’ll start talking about durability, warranty, support…)
- Creative Suggestion:
- [MAIN IMAGE]: A photo showing a seller and a buyer on the same side of a table, with an inflatable project plan open in front of them. They are together against the problem, not against each other.
3. The Foolproof Structure for Any Objection in the Inflatable World
This is the golden structure that works for any objection: “Your price is too high,” “The competitor delivers faster,” “I don’t have space for this.” Memorise the sequence: Empathise → Isolate → Minimise → Ask.
- Empathise: “Mate, I completely understand. Investing in new equipment is a big decision for your business.” (This calms the “stroppy child” instantly).
- Isolate: “Just to confirm, if we can manage to adjust the price or payment terms to fit your cash flow, could we formalise the order today?” (This cuts through the “smokescreen” – if they say “yes,” you know it’s just negotiation; if they hesitate, there’s another hidden objection, like fear it won’t rent out).
- Minimise: Show VALUE, not price. Use social proof from your market: “I had a client from [Client’s Town] with the same concern about the cost of the [Model X]. After he put it out there, he recouped his investment in 6 months and sent me this voice note saying it was his best purchase of the year.” (This reduces the weight of the objection by showing real results).
- Ask for the Sale: Don’t be afraid! “Perfect then! I’ll get the delivery note and invoice ready. Do you prefer we arrange shipping, or will you be collecting?” (Lead the way! Get that ball over the line).
4. Make the Customer Like You (Yes, Really)
No one buys expensive equipment from someone who seems like a robot or a stranger. People buy from people they like. If the renter has built a connection with you, they’ll find it much harder to swap your product for a competitor’s over a £200 difference.
- Clear Strategy: Invest in rapport. Remember they bought a slide last year? Ask if the maintenance is up to date. Remember their kid’s birthday is this month? Send a message. It’s not about being “nice”; it’s about being genuine. A customer who’s your “mate” will defend you down the line when someone criticises your price.
5. A Stalled Deal is a Waste: Know When to Abort the Mission
Chasing a lead that won’t decide, that asks for a seventh quote, that’s “going to save up” for 6 months, is the biggest drain on your workshop’s energy. If you’ve used all your technical arguments, shown case studies, and the customer is still stuck on “I’ll think about it,” it’s time to abort.
- Practical Recommendation: Set up a mental CRM or use a spreadsheet. After 3 follow-up attempts with no sign of a purchase (quote viewed, counter-offer), move that lead to a “nurture” list and free up your precious time for prospects who actually want to make money with your kit.
6. Keep Your Quote Funnel Full: Playing the Probability Game
This is the antidote to desperation and emotional attachment to a single sale. If your sales funnel is always brimming with quote requests, a “no” isn’t the end of the world; it’s just statistics.
- Practical Example: Instead of pinning all your hopes on one negotiation, you have a full pipeline. If one customer says no, you think, “No worries, I’ve got 10 other potential buyers to talk to today about the same model.” This gives you a serenity that, ironically, makes you sell more, because you negotiate with authority, not with pleading.
Between the Lines
Remember, manufacturer: an objection isn’t a rejection of you or the quality of your product. It’s just part of the negotiation game. And now you’ve got a powerful technical and psychological playbook to handle them.
Which of these tips are you going to put into practice on your next inflatable quote?
Inflated Greetings!
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