Far too many sales are lost because sales professions do not know how to handle objections in the sales process.
In this article, we will look at why the prospect has objections to making a purchase as well as we will look at simple techniques you can use to resolve their questions in a non-confrontational manner.
There are a few reasons we want to do this. First, you as the sales person, loses sales and opportunities. Second, the customer does not understand the product or the value, so it is our job to help them.
The customer is looking for information to make an informed decision. We need to give the customer the tools to make an informed decision. When we don’t handle objections, we fail to do this. This becomes lose-lose.
Why Customers Raise Objections
You and I rarely buy anything without first asking questions of ourselves or to the sales person. As the sales person when you provide the customer with information you help them get closer to a buying decision.
Recall the last time you had an objection. Was it to the price? The products feature? Your lack of understanding the product? This can all be resolved when you learn to sell value.
How did you resolve that fact you had an objection? Did you walk away and not make the purchase?
Better yet, how did the sales agent you were working with handle objections you had? Did they try to help you or did they let you walk away without asking you a question or two?
There are a few reason customers don’t move forward with the purchase.
1. Fear of Something Different
Many customers resist change because it takes them out of their comfort zone. To overcome this problem, you should raise the issue before the customer does. You handle the objections before they come up.
2. Fear of Oversight
Many people raise objections because they fear they will make the wrong decision for their business or family. They fear this so much they don’t take any action at all, even when it is hurting their business or family.
3. Don’t Understand
Many people will nod their head in agreement. They do not want to look dumb so they do not say anything.
To me this is not a great idea. Not only do you miss out on an opportunity because you don’t ask a question, you don’t allow the sales person a chance to clear up any confusion.
As the sales person, you can overcome this by asking some open and closed ended questions.
4. Competitor Product or Company
This is one of the most common objections you will encountered as a sales professional.
The customer will say the competition is more flexible, has a better quality or ever a better price.
When they bring up these issues, this is a good thing in sales. Any objection they bring up means that your product or service is being considered. They just need more information before deciding.
The most successful salespeople are people smart and do not attempt to overcome price when it is first mentioned. Price should be the last thing to be resolved but keep in mind the personality type you are working with.
Regardless of the industry you work in there are definite factors you must master before you be a sales professional.
- Get proficient in making a great presentation.
- Develop the mindset of a successful person.
- Learn how to handle stress.
- Learn how to convert clients to increase sales.
- Understand how to work with angry customers.
- Understand how to be an effective leader for your team.
- Learn to ask the right questions to close more customers.
- Learn how to network with your current circle of influence and understand how to meet new prospects.
When you master these areas, you develop knowledge. Knowledge of products, competition and how your customers make decisions.
You gain the skills needed to understand what your prospect needs and you learn how to ask good questions,
Lastly you improve your attitude. You change your focus from what you have to sell, over stock, to sell what the customer needs. You make it about them not you.
How to Handle Objections in the Sales Process
Being empathetic is easiest step when you handle objections. You do not argue, disagree or tell the client they are wrong. All you do is listen and understand with a caring ear and heart.
To understand the customers, you need to ask questions. This means you need the customer to talk so you can discover the underline reasons they are saying, NO.
Solutions help overcome objections. Sell the value the products or services will provide our prospects. Explain the feature, benefits and advantages the customer has with this product.
Your customer wants to buy benefits not just features. They want solutions.
After you have explained the benefits ask if that is important to the customer. This can become a Hot Button, or point of focus when you move through the sales process.
You can help the customer understand the solution better by explaining it in easy to grasp terms. Many sale professions still use the, Feel, Felt, Found method.
The Feel, Felt, Found method to help the customer feel comfortable and when you can use a testimonial with this method it helps close more sales.
How to Handle Objections Pro-Actively
Picture yourself as a professional athlete. No matter the sport you pick, you the athlete, can always improve. You will need to practice repeatedly in the areas you excel and practice in areas you need improvement.
This goes the same for the sales professional you. Learning how to handle objections must be practiced. It should be a big part of your sales presentation.
You should, identify five objections you have encountered previously. Then develop a script on how you will respond the next time you get that objection. When you have an answer, practice until the answer becomes and sounds natural.
Follow this process to help you resolve objections in the sales process. The more confident you are and sound the better you can deal with objections.
You need to acknowledge objections are the prospect’s way of saying they need to know more before they say, YES.
As the sales profession you job is to give the information customers need to make an informed purchase decision. When you ask questions, you find out more information. This can lead to opportunities to cross sell other products and services.
Will you risk your ego for a moment and questions to handle objections the customer may have?
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