When a customer objects, he or she is asking for you to help them better understand your offer. The prospect who presents objections is often more easily sold on your product. How cool is that?
No objections? You may be losing the sale since customer silence is not golden in the selling process. Most people need to express their concerns before they can buy.
Sales objections are defined as a customer’s opposition or resistance to the information presented by the salesperson. They can be come up at any time during your sales call —from introduction to close.
It is in your best interest to have them object since most people have to say “no” for you to get to “yes”. Seek objections at all steps of the sales process. Make it easy for them to object. Inexperienced salespeople finish their presentation and wait for the prospect’s response. Experienced salespeople ask questions throughout the presentation.
When the customer objects, ask them “How so” or “Tell me about it”. Be sure to hear them out since you don’t want to jump to the wrong conclusion. Make sure you understand the objections before trying to respond. Hesitate to answer or respond until you have heard the whole objection.
Salespeople often encounter the same objections from customer to customer; this provides good practice for the sales person. This helps make you expert at handling the objections.
Consider discussing an objection before it is brought up by the prospect. Rehearse your responses and make the answers seem effortless. Be prepared by bringing data or information.
Not addressing objections can be a mistake. It can result in the prospect not listening or shutting down or feeling that you are hiding something. It can give the appearance that you also feel it’s a problem or that you’re not able to answer because you do not know the answer. Worse yet, it can give the appearance that you are not interested in the prospect’s opinion.
Remember not to take objections personally. Talking about these concerns is a healthy thing. All objections are fair.
John Bradley Jackson
© Copyright 2008 All rights reserved.