Objections A Natural Part of the Sales Process
Objections A Natural Part of the Sales Process
Validate the Objection
Always validate the objection and never argue or disagree with the customer. Repeat back to the customer what you’ve heard and do not become emotionally attached to what is being said. This is especially important if the customer is becoming angry or frustrated. It is important to support the customer’s statement and clarify the objection before responding. Never respond to the objection immediately.
Ask Questions
The best way to deal with an objection is to ask a question. Understand that the customer does not share your thoughts and feelings about the product or service that is being sold. In order to bridge this gap, use the words and thoughts of the customer and ask questions. The sales process evolves out of what is in the customer’s mind.
Find the real concern and help solve the customer’s problem. The true meaning of most objections is not in the words. The goal is to find the real reason for the objection. Treat objections as questions and uncover solutions. Work to develop a win-win situation. Ask for clarification, maintain good eye contact, monitor nonverbal messages, and take responsibility for miscommunications.
Write Common Objections
Anticipate the most common objections you hear and be prepared to solve them with the prospect. Let the prospect know you have heard the objection before, but were still able to help other clients.
Adapt to Ups and Downs
Remain focused and consistent in your sales efforts, without responding or engaging, to the highs and lows of the sales process. Be calm and collected when facing the loss of a sale or signing the biggest sale of your career. This is effortless selling, because it does not drain emotions or waste energy. This is effortless because you listen to and learn from the customer the proper response and action.
Objections are Buying Signals
Everything the customer does -- or does not do -- is a buying signal, including objections. Most buying signals are nonverbal. Understand that most of what is heard in a communication is nonverbal, even on the telephone. Successful sales people can read and intuit these signals.
Understand what is going through the mind of the customer during the sales process. Engage customers in areas that bring these thoughts to the surface. In this way, the sales process becomes much more effective and focused on the core needs of the client.
Price Objections
Price issues are one of the most common objections in sales. Remember, price is a relative issue. The key is perceived value and return on investment. It is unwise to pay too much, but it is much worse to pay too little. When a buyer pays too much, he or she may lose a little money. When one pays too little, one risks losing all value because of an inferior product or service.
Forget the Quick Fix
Never use sales techniques to handle objections. Customers can see a technique for what it is and are therefore less likely to buy. Techniques bring up negative emotions and distrust. The root of any buying decision is based on an emotional response that is, in turn, based on perceived value or filling a need. People may rationalize a decision to buy, but buying is determined on an emotional level. This is especially important to understand given the numerous options buyers have. Many times, the only factor that differentiates a product or service is what appeals to the buyer’s emotions.
Press Hot Buttons
People buy based on benefits defined by them, not by the sales person. Those benefits are perceived differently by each customer based on what will make them feel good or meet emotional needs. The master sales person will find out those real benefits and emotional needs and push the hot buttons that result in a sale. People resist buying when their hot buttons are not identified.
Don’t give up too early on the sale because of objections. Objections are good. They mean you are being taken seriously and you need to work toward resolution. See sales objections as part of the sales process and a request for more information. Find out what information they need and give it to them. This will result in satisfied customers and increased sales.
Objections A Natural Part of the Sales Process - To learn more about this author, visit Thomas Young's Website.
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During the selling process, prospects may express concerns or hesitations about buying. These are called objections and are a natural part of selling and communicating. Following are a few tips regarding dealing with objections.
Validate the Objection
Always validate the objection and never argue or disagree with the customer. Repeat back to the customer what you’ve heard and do not become emotionally attached to what is being said. This is especially important if the customer is becoming angry or frustrated. It is important to support the customer’s statement and clarify the objection before responding. Never respond to the objection immediately.
Ask Questions
The best way to deal with an objection is to ask a question. Understand that the customer does not share your thoughts and feelings about the product or service that is being sold. In order to bridge this gap, use the words and thoughts of the customer and ask questions. The sales process evolves out of what is in the customer’s mind.
Find the real concern and help solve the customer’s problem. The true meaning of most objections is not in the words. The goal is to find the real reason for the objection. Treat objections as questions and uncover solutions. Work to develop a win-win situation. Ask for clarification, maintain good eye contact, monitor nonverbal messages, and take responsibility for miscommunications.
Write Common Objections
Anticipate the most common objections you hear and be prepared to solve them with the prospect. Let the prospect know you have heard the objection before, but were still able to help other clients.
Adapt to Ups and Downs
Remain focused and consistent in your sales efforts, without responding or engaging, to the highs and lows of the sales process. Be calm and collected when facing the loss of a sale or signing the biggest sale of your career. This is effortless selling, because it does not drain emotions or waste energy. This is effortless because you listen to and learn from the customer the proper response and action.
Objections are Buying Signals
Everything the customer does -- or does not do -- is a buying signal, including objections. Most buying signals are nonverbal. Understand that most of what is heard in a communication is nonverbal, even on the telephone. Successful sales people can read and intuit these signals.
Understand what is going through the mind of the customer during the sales process. Engage customers in areas that bring these thoughts to the surface. In this way, the sales process becomes much more effective and focused on the core needs of the client.
Price Objections
Price issues are one of the most common objections in sales. Remember, price is a relative issue. The key is perceived value and return on investment. It is unwise to pay too much, but it is much worse to pay too little. When a buyer pays too much, he or she may lose a little money. When one pays too little, one risks losing all value because of an inferior product or service.
Forget the Quick Fix
Never use sales techniques to handle objections. Customers can see a technique for what it is and are therefore less likely to buy. Techniques bring up negative emotions and distrust. The root of any buying decision is based on an emotional response that is, in turn, based on perceived value or filling a need. People may rationalize a decision to buy, but buying is determined on an emotional level. This is especially important to understand given the numerous options buyers have. Many times, the only factor that differentiates a product or service is what appeals to the buyer’s emotions.
Press Hot Buttons
People buy based on benefits defined by them, not by the sales person. Those benefits are perceived differently by each customer based on what will make them feel good or meet emotional needs. The master sales person will find out those real benefits and emotional needs and push the hot buttons that result in a sale. People resist buying when their hot buttons are not identified.
Don’t give up too early on the sale because of objections. Objections are good. They mean you are being taken seriously and you need to work toward resolution. See sales objections as part of the sales process and a request for more information. Find out what information they need and give it to them. This will result in satisfied customers and increased sales.
Objections A Natural Part of the Sales Process - To learn more about this author, visit Thomas Young's Website.
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Dave KurlanDave Kurlan is the founder and CEO of Objective Management Group, Inc., the industry leader in sales assessments and sales force evaluations, and the CEO of David Kurlan & Associates, Inc., a consulting firm specializing in sales force development. Dave has been a top rated speaker at Inc. Magazine's Conference on Growing the Company, the Sales & Marketing Management Conference and the Gazelles Sales & Marketing Summit. He has been featured on radio and TV, including World Business Review with General Norman Schwarzkopf, in Inc. Magazine, Selling Power Magazine, Sales & Marketing Management Magazine and Incentive Magazine. He is the author of Mindless Selling and Baseline Selling – How to Become a Sales Superstar by Using What You Already Know about the Game of Baseball. He created and wrote STAR, a proprietary recruiting process for hiring great salespeople, and he writes Understanding the Sales Force, a popular business Blog and is a contributing author to The Death of 20th Century Selling and 101 Great Ways to Improve Your Life, Volume 2. - Visit Dave Kurlan's Website |
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David AchesonDavid Acheson is the founder of DCJA Consultancy. DCJA Consultancy is a management consultancy business specialising in B2B sales consultancy. They offer bespoke and packaged sales consultancy including Sales Optimisation Review, Interim Sales Management, Sales & Marketing Review, 1:1 Sales & Management Staff Analysis, Management Training, Solution Sales Training, Creation of New Pay Plan, KPI's, run Customer Feedback Campaigns, assist with Recruitment, Coaching, Appraisals and set up Strategic Marketing Campaigns. David spent his early career in accountancy and then moved into sales in 1982, working in Office Equipment, IT, Advertising, Training, Outsourcing and Consultancy. He has held many Senior Positions in SMBs and Global Organisations including Head of Sales Operations & Head of Business Development. His knowledge, skills and great experience of the Sales Industry has led to David making keynote speeches and running educational sessions to key businesses through organisations including The Chamber of Commerce and Business Link. - Visit David Acheson's Website |
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Leanne Hoagland-SmithAre your sales where you want them to be? Will you be one of the few who achieves sales or business success or one of the many who have failed to change? Are you tired of being told you are like everyone else? Then you may find my first book on sales of interest. Be the Red Jacket in the Sea of Gray Suits, The Keys to Unlocking Sales available at Amazon or at http://www.processspecialist.com/red-jacket.htm. This book is a reflection of my no-nonsense approach to improving sales to overall business results. If you are truly committed to making sustainable changes, then I can help you secure a positive return on your investment because I focus on executable solutions not telling you the problems you already know you have. From training to corporate (group) coaching to executive one on one coaching, my approach is to assess, create awareness, build a goal driven action plan and then execute. The bottom line question is "Not do you or your employees know it, but do you or they want to do it?" Please call for a free strategy session at 219.759.5601. - Visit Leanne Hoagland-Smith's Website |
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Kim CastleWith nearly two decades in the advertising and design business, with clients like Domino's Pizza, General Motors, Direct TV, Pedigree, Wolfgang Puck, Higher Octave Music, Hollywood Celebrity Products, Disney, and Paramount, as well as thousands of entrepreneurs around the world define, structure, communicate, and position their business for greater profits, BrandU(R) co-creators Kim Castle and W. Vito Montone discovered that entrepreneurs could experience the same power that big brands command for a fraction of the cost with the world's only process-based results-drive Integral approach to business creation. BrandU(R) is helping entrepreneurs grow with the power of extreme clarity from idea...to brand...to market(TM) and helping one million entrepreneurs become successful and whole so that they can make a difference in the world. Are you one of them? If you want to experience clarity all the way to the bank(TM), get started now at http://www.brandu.com. - Visit Kim Castle's Website |
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