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I always tell sales professionals to get really excited whenever a customer objects – an objection is just a customer telling you that he wants to know more about you or the product.
An objection is not the same as a straight out NO – when a customer hangs up on you or slams the door in your face. That is when a customer does not want to buy your product, however if a customer is saying I don’t need or want this because….and tells you the reason for their hesitation, he is inviting you to get rid of his reasons for not buying.
If you can take care of and overcome all of your customer’s objections then he will have no choice but to buy from you.
When all his reasons for NOT buying a product are gone, then he is left with no choice but to buy the product.
Many salespeople get scared of or intimidated by objections, the key is to be prepared for them so that when you do get them – and this is an inevitable part of the sales process, you are prepared to handle them in the best possible way. Sometimes objections come up because of something you are doing or not doing well as part of the sales process. In this podcast we are going to focus on handling objections and also on how to know when you need to change what you are doing in order to have fewer objections from your customers.
In this podcast, we will talk about the six ways to handle customer objections:
- The main reason for customer objections as they don’t like something about you!
- No usually means the customer wants to know more.
- Too many objections means there is something wrong with your sales presentation.
- Objections about money usually indicate the customer can’t see the value.
- Stop making statements and start asking questions.
- Illicit feedback to make sure your presentation is making sense.
1. The main reason for a customer objection is that they don’t like something about you
It may not be that they dislike something about you as a person but something about you does not click with them. If you are a salesperson; it pays to have really thick skin!
Revaluate the way you come across to your customers. Are you too pushy, or dominating? Or are you too meek? Take a good look at the image you portray to your customers and see if there is something about you that needs to be changed.
Remember that your customers buy you as a person first and then your product.
2. No—usually means the customer wants to KNOW more
When a customer says NO, it means they normally want to KNOW more about your product.
They may have questions about its features or benefits or any other questions that you may not have covered as part of your sales presentation. Rather than ending your presentation when the customer says no, spend a few seconds asking the customer for their reasons behind this objection.
Listen carefully and try and answer these objections and then ask for the sale again. If they have more objections, repeat the process..
3. Too many objections, means something is wrong with your sales presentation
It is normal for one or two customers to have a lot of objections, however if you routinely find that the majority of your customers have a lot of objections, then you may want to re-evaluate your sales presentation. Have a friend or another sales person sit through your presentation and ask them to write down every objection that comes up, when and why. Perhaps you are not giving enough information or maybe you are giving them too much information.
4. Objections about money, indicate the customer cannot see the value of your product
If most of your objections revolve around the price of your product, it means that your customers are unable to see the value that you are providing them with.
Rework your presentation so that you focus more on the benefits of your product or service and less on its features.
5. Stop making statements and start asking questions
Rather than launching into a one-sided presentation which may give rise to a host of objections or worse may cause your customer to switch off.
Ask questions in order to drive your customers towards your product or service.
For example, if I was selling a time management software to a busy CEO, I might start by asking do you feel like there are never enough hours in a day for you to do the things that need to be done? Do you think that your team and employees feel the same way? Do you think it would be worth it to invest in a product or service that could help you manage your time better?
And then I would launch into my pitch, rather than making a statement like – 90% of CEO’s wish they had more time!