1. The first time an objection arises: Skilfully ignore it Learn to love objections, welcome them and make them one of your best allies to achieve a sale, but first learn to ignore them. Why? Because when an objection first arises you don't know whether it's a real objection or nothing more than a natural human reaction, so ignore it. If it's a true objection it will crop up again, and that's when you tackle it.
Treat the first objection as an excuse or red herring and take no notice, attempting to stimulate interest and create desire. Otherwise, if you take each objection at face value and attempt to overcome it, you will find yourself clambering over hurdle after hurdle and still never getting anywhere…
2. What if it crops up again?
This time it could be a sign of interest, a misunderstanding or an actual disadvantage.
Whatever the reason for the objection this time, take responsibility for it. It could be that you've:
· Skimped on establishing, refining and committing the prospect to his need and his desire to find a solution for it · Been talking at the prospect about your product or service and not with him about his business and his needs · "Rubbed the prospect up the wrong way"
· Been talking with someone who does not have the authority to buy The list is potentially endless.
In the examples given here, the first often happens if you're not very confident - nerves can make you try to get the call over with as quickly as possible (either on the telephone or face-to-face). It's a false economy, though, and you won't make many sales until you learn how to put it right.
The second is usually down to inexperience. They are each salvageable but you'll need to work hard to claw your way back into the conversation to do so.
If you find there's an antagonistic element creeping into your some of your sales calls they're going to be an uphill struggle, no matter how good your product or service is, so with regard to the third instance, you need to accept that the onus is on you to better understand people, tune into their wavelength and help avoid this happening.
In the fourth example you've kind of backed yourself into a corner as it will be difficult for the prospect at this stage to admit he's not the decision maker without losing face.
In any and all instances, what you need to do is:
3. Adopt the right mindset Don't be confrontational: If you bear in mind that what you are ultimately trying to do is establish this particular prospect's problem and need and explore together how your product or service can fulfil that need, this shift in mindset and attitude will come across and your prospect will respond in a more positive way.
You must be sincere. If you're not, that too will come across and you'll fall flat on your face.
4.Now you can handle the objection You have several choices as to how:
· First welcome it · Then repeat it · Or restate it · Or isolate it 5. And you can then overcome it and close the sale:
Demonstrate or explain how you can fix your prospect’s pain or guaranty delight. Give appropriate testimonials and secure committal to the fact that your prospect wants those results, too.
6. Always bear in mind the golden rule: Never argue with a prospect or customer - if you do, you'll lose.
All the best Linda
6 steps to meet the challenge of objections! - To learn more about this author, visit Linda Mattacks's Website.
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Linda Mattacks
(Visit Linda's Website)
"Linda Mattacks is one of those rare
professionals who combine deep
strategy-awareness with a thoroughly
practical approach to business marketing.
What's more, she is as much a hard-nosed
and sales-driven results seeker as she is
an intuitive people person who understands
what makes everyone tick. She has built a
wealth of experience in sales training,
business research, marketing campaign
planning and project management. Linda has
helped organisations of all types and
sizes in the UK and Europe to learn more
about their customers and markets, and
turn that knowledge into revenue. Her
mature and human manner has won her both
business partners' and colleagues'
complete trust, which has opened many new
opportunities for all involved.” - Jaakko
Alanko - MD McCann-Erickson, Business
Division, London, England ... Linda
Mattacks M IDM (the Institute of Direct
Marketing) is a trainer and mentor. She
has developed Selling For Business, a
course that combines the sales, research
and contact marketing skills that enable
individual entrepreneurs and small
businesses to compete successfully with
large organisations. Please visit www.sel
lingforbusiness.com for more details
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