Don’t let objections get in your way of closing the sale
We need to prepare for the inevitable objections. You may get many or just a few objections about your product or company. Regardless of how many you get, there are specific techniques you can use to handle them. Here are 6 tips on how to handle objections.
1. Find the Real Objection. One thing to always remember is that the 1st objection is usually not the REAL objection. The first objection is typically a delay tactic or smoke screen so the prospect doesn’t have to commit to a decision. If they say something like, “I have to think about it,” don’t say okay and leave. Ask them what it is they need to think about and how you can help by answering any questions they may still have or clear up any outstanding issues. If they then say that what they need to think about is the price, for instance, then you’ve just uncovered their true objection, which is the second one they mention. Sometimes, you may hear 3 or 4 objections before you get to the real one. Remember to keep asking exactly what it is they are objecting to so you can get to their true objection, and so you can resolve it in order to get their business..
2. Don’t Argue. By all means, never argue with the prospect. We’ve all heard the phrase about the customer always being right. Well, here’s a myth buster – the customer is NOT always right. But they are always right in their mind. And that’s what you have to remember. If they believe they are right, then perception is reality and you have to work with that. That means you don’t argue with them.
3. Don’t Get Defensive. If they say the price is too high, don’t say, “What do you mean it’s too high. Have you seen the prices of some of those other products out there?” The prospect is merely voicing their opinion, which they are entitled to. Your price may, in fact, be too high for them or their budget, and you need to address that. Remember that you should not get defensive when the customer challenges you. Be empathetic and counter this objection with positive statements that position your pricing against the value that you are delivering – value that they said they needed and value that your competitors don’t necessarily offer.
4. Don’t React. When hit with an objection, Act don’t React. You can’t get emotional. You want to acknowledge their objection with neutralizing statements, such as, “I understand” or “Yes, you’re right.”
5. It’s Not Personal. Remember that they are not necessarily objecting to you or your product. So don’t take it personally. They are saying that you haven’t convinced them to buy yet. They still have what’s called FUDs, or Fears, Uncertainties, and Doubts. So you have to address those FUDs before proceeding with the close. This is a business decision, not a personal one, so don’t get emotional.
6. Don’t Hide. You have to confront the real objection. As I said earlier, ask them what it is they need to think about or what it is they are concerned about. They may say something like, “The last time I dealt with your company, my paperwork was a mess!” You have to handle that objection in a positive and respectful way. You can say something like, “I understand. Our old system was very antiquated. Our new system is state of the art and the problem no longer exists.”
7. BONUS TIP: Sell Value. By selling value, instead of features and functions, you will not only more easily handle objections, but you may eliminate them entirely. Stay tuned for next month’s article which will address this tip in more detail.
If you try to proceed with the close without addressing the true objection, you will jeopardize your ability to close the deal. I recommend that you start building a list of all the objections you ever heard from your prospects and customers and develop a statement that can handle each one. Keep this list with you, add to it every time you hear a new objection, and memorize the responses. You’ll find that your ability to handle objections will become easier, natural and successful for both you and your client.
When you are handling objections with your prospect, I hope you can see how important it is to be prepared with what your prospect needs, what you are offering, and what your competitors are offering. With this information, your negotiating power will be very high, and both you and your client will win.
Handling objections is all about being prepared and the right timing. If you do a good job up-front with qualifying your prospect, asking the right questions, listening, and building rapport, respect and trust, then I can assure you that you will have fewer objections to deal with when it’s time to close the deal.
Good luck and good selling!
By Russ Lombardo