Many salespeople ask, how can I deal with customer objections?
They seem to come up in every conversation, so what should I do?
It’s a common question, one that probably means we don’t understand the worth of these seemingly unsurmountable challenges that prospects throw up at times.
But we can approach these challenges with a different mindset.
Rather than moan and groan when they crop up, face up to the concern.
By facing up to the concern, you show the prospect that you understand their position and recognise the need to convince them of the value of your solutions.
However, the objection may show you that you have misjudged the needs or wants of the prospect and they have a real, legitimate concern.
Here, you should revisit the process you have gone through and identify what the concern really means.
You may not have discovered all the needs and wants before presenting a solution.
Or you may not have built the value of your solution before asking the prospect to make a decision.
It also helps to have a record of all the concerns and objections that your prospects raise.
You may see a pattern developing, and it would be professional to practice dealing with those situations, so if they come up again, they will not surprise you and you will be able to easily deal with them.
This is when customer concerns help you improve.
There may not be any new challenges your prospects come up with, so it should be possible for you to work out potential answers to every concern that may come up, from pricing to deliveries to technical questions.
As I mentioned, many objections occur because you haven’t uncovered all the needs and wants before proposing a solution.
If the prospect hasn’t been convinced they need you badly enough, the value may not be high enough for them to agree with your price.
After Dealing With The Objection, Advance the Sale
When you have dealt with a potential concern that the prospect has, you will often find that the trust they have in you increases.
Your objective is now to progress to the next stage.
You can confirm that they are ready to progress by saying something like ‘Is there anything else that is concerning you?’ or ‘Do you have any more questions?’
If they say ‘No’, then progress onto the next stage of the process, which is securing commitment to progressing towards the solution.
‘OK, let’s make arrangements to meet with the manager to get their approval’
‘Right, if there’s nothing else, I can start making plans with our technical team’
The next stage is to build on the progress you have made and to create momentum and trust in the solution you have proposed.
This will enable you to build on the value in the prospect’s eyes and sees you through to the next stage without having to revert to tricks.