When you demonstrate, explain a feature, talk about benefits or uses a sales closing technique, your customer may well respond in the negative sense , giving excuses or otherwise heading away from the sale.
Main and minor objections
Objections are either ‘main’ or ‘minor’ ones. Main objections are deal breakers that, if not overcome, will prevent you from closing the sale. Minor objections are usually beliefs that cause your customer to question something about you, your product, your service or your company. Distinguishing between main and minor objections takes a combination of experience and acuity.
- They say that they do not need your product or service for some reason or another, or perhaps have a need that you cannot satisfy
- Objections about the price of the product
- The customer objects to some element of what you are selling, whether it is aspects of a service or details of a product
- An objection around time, such as the person not being ready to buy
- The customer questions the source of the product or its credibility
- Ask for a sale then shut up
While it is important to draw out objections, it is even more important not to help your customer think up more objections. In other words, if the person you are talking with agrees with a statement you’ve made, move on and don’t bring up any additional details. The golden rule of selling applies not only during a close but during objection handling.
- Ask questions
For ‘customer-owned’ objections, your main focus should be to get as much detail about the objection as possible. Again, asking questions is more important than talking more about your product, service or self. If you ask enough questions about why your customer objects to something, they will reveal their reasons. If you don’t ask questions, you may very well be fighting a lost battle.
- Stop and reflect
Never rush your response to an objection. Show the customer you are listening! Sales people often respond too quickly in these situations.
- Recognise the signal
Remember that objections are often a “BUYING SIGNAL” because the customer is questioning your offer. If they had no interest, why would they still be talking to you?
- The 3-5 rule
Remember that statistically speaking 3-5 OBJECTIONS are needed before a person will buy. Simply put, an objection is nothing more than a request for additional information. As a general rule, prospects are hesitant to commit to purchasing a product or service until they have convinced themselves they need it and that they are getting it at a fair price.
- Be an active listener
Give your prospect your full attention and avoid the temptation to think about your response while they are speaking. Learn to be an active listener. An active listener is not only listening to what their prospect is saying, but is also trying to discover the meaning behind their words. Research indicates that 65% of our communication is nonverbal. Therefore, it is vitally important to pay attention to body language and listen for voice inflections. In addition to observing your prospect’s gestures, you must also learn to be mindful of your nonverbal signals.
- Clarify the objection
By feeding the objection back in the form of a question it gives your prospect an opportunity to expand upon their concern. This technique reduces the perception of pressure. By having the opportunity to explain their position, your prospect will frequently answer their own objection. Another reason it is important to clarify the objection is to make sure you are addressing their exact concern and not creating a new one. Some objections are of greater importance to your prospect than others. After you clarify the objection, you need to ask your prospect how important that concern is to them.
- Resolving the objection
Take the following into consideration: Stay big picture, but be prepared to provide details as necessary. Verify the objection has been resolved.
- Closing questions
You may have to ask for the order several times before you get the sale, so make sure you vary your closing questions. Remain patient and be persistent without becoming argumentative.