One of the biggest areas for discussion we have on our sales programmes is the aspect of dealing with sales objections from prospects.
We have gathered some tips to share that will help you deal with situations where the sales process stumbles.
1) Recognise that objections could be a normal part of the process.
Many people will have questions and concerns that need answers before they make decisions
2) Identify the most common objections that you face.
This will hopefully give you a message or two that you can work with and prepare for
3) Determine why these specific objections come up.
What is it about your products and services that cause these objections? Is it price? Is it reliability? Is it competitive offers?
See if you can spot a pattern and work on those?
4) Approach each objection with an attitude of confidence.
If the prospect sees you bluffing or ‘umm’ and ‘err’ in your approach, they wills sense there are hidden agendas or real concerns behind your hesitations
5) Recognise that objections are essentially an attempt for clarification of information they are not clear on.
A price objection, for example, is a request to prove the solution’s value before willing to pay the asking price.
6) When an objection occurs, don’t jump in with an immediate answer.
Listen to the buyer in their entirety.
You need to totally understand what they mean
7) Give the buyer a chance to describe what they mean by the objection.
They may not be able to articulate it clearly enough for you to deal with it.
8) Review in your own mind the reason for the objection.
Maybe you haven’t explained a specific point clearly enough, or the buyer doesn’t understand how the solution will benefit their business
9) If the buyer uses a word or phrase that you aren’t clear about, repeat that phrase as a question.
So, if the buyer says ‘I’m not sure about this product’ you can reply with ‘Not sure?’.
It gets the buyer to open up about their concern rather than you jumping in to try to convince them
10) Get the buyer to expand on their objection.
Simple questions like ‘Tell me more about that…’or ‘Can you give me more details on that…?’ can open up the buyer to become more expansive on their viewpoints
11) When you think you have clarity, rephrase the point so the buyer knows you understand it.
If it’s a price objection, you can say something like ‘So it sounds like you aren’t sure if the solution we’re talking about is priced correctly’ or ‘So you can’t see why you should pay this price when our competitors’ prices are cheaper’.
That way, you show you are clear on the nature of the objection
12) Confirm your understanding is correct.
After you have rephrased the point as in the previous tip, ask if you have got it clear with something like ‘Have I got that right?’ or ‘Is that correct?’
13) Clarify if this objection is the only one that’s stopping progress.
Say ‘OK, is there anything else on your mind at the moment, or is this your biggest concern.
Isolating the concern is important, because even if you deal with this one objection, you may be confronted by others if you don’t detach this objections from any others
14) If there are further concerns, ask the buyer to elaborate on those too.
You want to make sure every concern is out in the open before continuing
15) If the buyer elaborates on more concerns, take a step back and think through whether your presentation hit the mark, or whether this buyer might not be the right fit for your products.
By trying to overcome a number of objections, there will always be the concern for this buyer that there are too many obstacles for advancing the sale
16) Talk through possible solutions to the objection.
Notice here I say ‘possible solutions’. There may be two or three options for the buyer
17) Ask which of the solutions would be best for them or their business.
Asking the buyer to choose which of the alternatives would be right for them convinces them they are in control and there’s room for manoeuvre
18) After getting agreement that the objection has been covered, move the conversation onto the stage where you gain commitment for the next stage.
This confirms that everything has progressed to making decisions to progress and you are both going in the same direction again
19) Learn lessons from this discussion as to what’s most important for the buyer, so you can see what’s most important to them in future discussions.
If you’ve found that reliability is the most valuable component in this particular buyer’s decision-making process, you can use that knowledge when discussing further opportunities with them
See the objection as a stepping stone to further discussions with the buyer.
Remember, they haven’t said ‘no’ outright; they have simply put that stone on the road to progress and need convincing before they can take that obstacle away.
By following the tips above, there is no reason why you shouldn’t increase your ability to deal with these stumbling blocks and close more sales.