Objections are a necessary part of the sales process. Learn to deal with them and you will close a much higher percentage of the prospects you meet.
Unfortunately, many salespeople take objections personally and their ability to complete the sale is adversely influenced by this negativity.
It’s not personal. They are turning down buying, not turning down you.
Think of objections not as rejections but as steps toward your final goal. Rather than fearing objections, you need to ask good questions to bring them out. An objection is not the end of the sales process, it is the beginning.
Many objections mask a real or perceived problem. For instance, if the prospect doesn’t know your company, they will hesitate to commit but may not bring up their lack of knowledge as a reason. You should anticipate this issue and others such as cost, and deal with them early by asking them if they have friends who might use your services, assuring them that there are other people like them, and so on. Hidden objections are often associated with money. They will not want to admit that they are not qualified or don’t have decision authority.
Some objections arise as the result of nothing more serious than a lack of understanding. Your presentation didn’t come across. In these cases it is necessary to further define and explain the benefits of your offer in clear and simple language. Use your sales material as the excellent business tool it should be. Put it in front of the prospect and check off the listed benefits, giving a short explanation of each benefit as you go. When features and benefits are there in black and white, any misunderstandings should soon vanish.
There are five important things to remember when you are dealing with objections:
- Listen carefully to the objection. Resist the temptation to jump in before you have heard the full objection. Sometimes the prospect will talk himself out of it before you say a word.
- The first thing you should do after an objection is thank them! This changes the tone of your interaction from adversarial to cooperative. It shows that you’re not defensive or trying to avoid the objection. For instance, after you listen to an objection you could say, “I’m glad you brought that up.” Or “Thanks for asking that question. It gives me the chance to explain…”
- Never argue with a prospect. Remain calm and pleasant. They may just want you to listen to them.
- If the objection is unclear, as in, “Well, I have to think about it,” then ask more questions to isolate the real objection.
- When you have the information you need, you can deal with the root of the objection. Convert objections to benefits. Remember, objections are not a surprise for you. And they should not lure you into an argumentative situation. After some study of this topic, and consideration of your situation, you will know the issues that people will raise. Each concern they bring up gives you a chance to clarify a point and build further rapport.
Incorporate this five-step system into your sales process and you’ll close more sales.