“There are no real objections in the profession of selling; only opportunities to advance to the next step in the sales process”
Objections are a normal part of selling. It is up to you whether you regard objections as obstacles or opportunities.
You, as a sales professional, must remember that objections are welcome in the sales process. Most of the time, the objection is merely a smokescreen for another underlying thought or hesitation. Your primary role is to handle the objection in an intelligent and professional manner in order to sweep it to the side and find out why they are saying what they are saying.
Do not be afraid when an objection pops up. It is the prospects way of saying, “I need more information”, or “There’s something else on my mind, but I don’t want to tell you what it is and I’ll just say this instead”.
Consider this; your role is to uncover the actual needs and desires of your client. Sometimes they do not know exactly what they want. They do not know exactly what they need. They do not know what the best plan or program is for them. That is your role. That is your responsibility. You are the professional.
Objections can be largely avoided by taking the right steps and doing everything correctly. When they do occur, resist the tendency to attack in defense. You must back up and revisit the questioning stage of the call. The voiced objection is quite simply, a symptom of the real problem, which you must uncover.
An objection is a customer’s expression of resistance. But when people raise an objection they are not saying they won’t buy. In many cases they are telling you they want to buy, but they want a little help from you first.
In fact experienced sales people look forward to their customers raising objections because they know that customers who don’t raise objections can make life difficult for salespeople.
It has been found that with top sales professionals who have successful sales calls, they contain 50% more objections than those appointments that result in no sale.
This indicates that people who buy will produce more objections than people who will not buy. If is very important that you really understand an objection and what the customer is really saying, before you attempt to deal with it.
This means the first thing to do with an objection is to listen to it carefully and attentively without interrupting.
Types of Objections
All objections fall into one of two main categories. They are either:
1. REAL and sincere remarks about some aspect of the product or service the customer does not feel happy with or doesn’t understand.
2. SMOKE SCREEN is a cover up. Either the customer is truly not interested in what you are saying and is trying to put you off, or they really are interested and for some reason or other are stalling, rather than coming straight out with their real problem.
If you fail to identify whether an objection is real or a smoke screen you can get yourself into deep trouble.
If you deal with a smoke screen as though it were real, the customer will be ready with another smoke screen as soon as you finish!
If you deal with a real objection as though it were a smoke screen, you could lose the confidence of your customer and put them right off!
Classifying Objections
To test whether an objection is real or a smoke screen, there are two commonly used techniques:
1. Use “suppose” or “what if”. Say to the customer “Suppose I could remove that thing you are objecting to, would you buy”? If the answer is yes then it is a real reason.
2. Ask an open question about the objection and listen for tone and watch body language for intent. “What do you mean”? or “Why do you say that?”
Smokescreens tend to be revealed because of insincere tone and body language.
Handling Objections
Real objections fall into two categories:
- Real product disadvantages
- Misunderstandings
Treat real product disadvantages by admitting them and out-weighing them with other benefits you know will appeal to the customer
Misunderstandings should be dealt with as follows:
- Cushion your response, respect their opinions, “I can understand you thinking that. Other people did too.”
- Try to let them work out, or prove, the situation for themselves.
- Use a third party referral (other people’s experiences), making sure they are acceptable to the customer as references.
Some useful phrases to start your answers to objections with:
I’m sorry you feel that way ….
Would you mind telling me why?
What sort of problems (complaints, difficulties, etc.)
Then your question is …., etc.
Structure For Handling Objections
1. Hear it out
2. Repeat it back
3. Clarify it
4. Isolate it
5. Answer the objection
6. Confirm
7. Move on (Change pace/trial close/close/ next step)
Objections from prospects and clients are part of the selling culture. If you fear them, then it’s because you don’t know how to respond to them or your responses are weak.
You have three simple choices:
1. Continue doing what you are doing and you will continue to get the same mediocre result.
2. Quit the sales profession and move on to something else.
3. Get good at your chosen profession and learn the skills that you need to become a top sales professional.
For more info on the topic of How To Handle Objections, why don’t you make a visit to www.HowToHandleObjections.com or www.GetSalesEdge.com
There are some free reports and resources there too.
