If you’re like most sales reps, you hate to get objections. Your stomach aches, your palms start to sweat, and you can literally see your commissions fly out the window.
And, if you’re like most sales reps, when you begin dealing with objections one of two things happen:
1) After you answer them, your prospect gives you another, then another objection and you go on the defensive…or
2) In answering the objection you tend to talk past the close, and you actually INTRODUCE more questions or objections! Now that’s a sick feeling, isn’t it?
Want an easier way to deal with the objections you get over and over again? Here’s how to do it:
First, learn to listen. Don’t be so quick to interrupt your prospect because often times the way to overcome their objection is actually in the objection itself…
Second, if you don’t know how to respond to their objection, or don’t even understand what the objection is (which is the case for 80% of sales reps), ask for clarification. An effective technique is:
“Hum… I’m not sure I follow you, what exactly do you mean?”
This is a great technique because in restating their objection, many times prospects will either give you the answers you need, or sometimes they’ll even explain away their objection.
Third, after your prospect has clarified their objection and you fully understand what it is, you should always isolate it before answering it! Again, you must be patient and give your prospect every opportunity to help you deal with their objection.
Let’s use “The Price is too high” objection since it’s the most common. Most sales reps have been taught to build value to justify their price, or drop close to a lesser amount, or try to negotiate in some other way. While these techniques are valuable tools, they should only be used after you isolate the objection. Here’s what you say:
“I understand __________, and let’s put the price aside for a moment and make sure this (product or service) is something that will work for you. Let me ask you, if price weren’t an issue here, in other words, if this fit in with what you were willing to pay, would you go ahead and put me and my company to work for you?”
This one technique is the most powerful closing tool you’ll ever use in dealing with objections. Sadly, it’s used less than 10% of the time, and that’s the reason I keep getting emails asking me what the best way of dealing with objections is.
My suggestion to you today is to incorporate these two techniques and to see for yourself how much easier objection handling becomes for you.
By Nathan Dean