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Objections or Opportunities?

Guest post by: Paul Donehue

Article Overview: Many sales people consider objections to be deal-breakers. Cosequently, they do their best to avoid them; when presented with objections or “no” statements like the ones in this article, they give up and move on to another prospect. The problem with this approach is that it can promote the practice of “moving on” prematurely. Objections are, in many cases, not deal-breakers but opportunities!

Objections or Opportunities?

As you may be aware, “Going for the No” is a common phrase in the selling world. In the process of probing for a customer’s needs, interests and wants, there are times when none can be found – the “no” is found, and it’s time to move on. But there are also times when a not-so-final “no” is uncovered, which presents itself in the form of an objection. In these instances, we may encounter phrases such as: “We’d like to consider your product or service, but not this time.” “I’d like to order your widgets, but we have a special arrangement with our current supplier… call me back in a few months, and maybe we’ll try...” Since many sales people consider objections to be deal-breakers, they do their best to avoid them. So, when presented with objections or “no” statements like the ones above, they give up and move on to another prospect. The problem with this approach is that it can promote the practice of “moving on” prematurely. Objections are not always deal-breakers; in many instances they are opportunities! Therefore, a more successful approach is to seek out objections with the same enthusiasm as you might seek out needs or problems to solve. In this style of selling, the sales person actually views objections as opportunities! Further probing by the seller who actively seeks out objections might uncover more, such as, “We’d like to consider your product or service, but your price is too high.” Or possibly, “I’d like to order your widgets, but we need overnight delivery; we ordered some from your company in the past, but you couldn’t meet our delivery needs consistently.” Once a potential buyer’s reason for saying “no” (objection) is uncovered, the sales person has an opportunity to “handle” the objection in a way that brings about a sale. “OK, I understand that our price is higher. Others have said that too, but when they learn that our widgets last three times longer than competitive brands they tend to change their minds. Plus, our new widget style operates more reliably than other types; maybe you’d like to place a sample order…” “We can do better than meet over-night delivery needs now! In fact, our new inventory management system will allow us to anticipate and ship your orders in advance, saving you the extra costs and last-minute worries associated with over-night. What do you think?” Until a sales person has uncovered a prospect’s true objection(s), they run the risk of leaving opportunities on the table. Another well-known phrase in the selling world is, “Selling doesn’t start until someone says no.” All the more reason to “go for it!”

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Article Tags: closing the sale, handling objections, objections are opportunities



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