How do you go about Overcoming Sales Objections?
Remember to have any chance of overcoming sales objections you must first have established mutual trust and confidence and let the prospect know that you are there to be both an advocate and a consultant. If you can establish the rapport it will assist you greatly.
Hear the person out – Listen fully!
When attempting to overcome objections, do not interrupt. Listen patiently and intently. Interrupting a prospect will intensify the objection and cause prospects to become preoccupied and focus their minds more assertively with it.
You must listen to the customer to determine the real significance of this objection. Let your genuine concern and sincere interest show on your face.
Don’t anticipate what he/she is saying and finish the sentence for him/her, just because you’ve heard every objection under the sun doesn’t mean that you needn’t listen fully to your prospect’s objection. He/she may have a unique twist.
Avoid leaping on the objection before the person finishes – that will only elicit irritation and a sense of being fobbed off.
Feed the Objection back for confirmation.
By restating the objection, you show your concern for the customer and get clarification in case you misunderstood his/her point. (Avoid paraphrasing the objection at this time, build rapport by repeating the exact words your prospect used). Some prospects even withdraw their objections once they hear them spoken aloud.
While restating the objection you can begin to consider your initial strategy to minimise, ignore or handle the objection.
Hint: As you feed the objection back act a little bit surprised. If you’ve established value, you are surprised that he/she would have an objection.
Remember, if you listen, totally, then you will hear things that are not spoken.
Qualify it as the only true objection.
When overcoming sales objections you need to qualify it as a true objection.
You may choose to say, “Is this the only issue preventing you from buying?”
Now they can either say yes or no. This smokes out the real objection. If it’s a fake objection the prospect will say “No.” then you can ask what their other concerns are. If they say “yes, that’s the only reason why I’m not buying” you now know the real objection and you can start to answer it.
Gently question and explore the Objection.
Once you have the real objection. Invite the person to elaborate fully, ask questions to specify their objection. Is it comprised of fluff, non-specific and over generalised statements?
Nod to accept their answers (even if unreasonable) and continue with questions. Frequently, it will take three to seven questions to truly explore the obstacle you face.
Explain the objection, as you understand it, for clarity – “I can appreciate that, so what you are saying is (objection).” Or “Do I understand you to mean that…” Isolate the objection and lock it down.
Rephrase your question in a way that incorporates the solution. “So if I were able to get you a longer warranty, would that be enough for you to make a decision?” That also smokes it out if it is a false objection.
This is a part of the Rapport building process.
Answer the objection:
Having completed the following 4 steps you are in a good position for overcoming sales objections.
Actually you can just chose to ignore some sales objections and go back to establishing value (which is the next step anyway).
Rather than frame an objection as a disagreement you can reframe every “objection” into a question that you welcome. Perhaps even reframe an objection so that it becomes an advantage or seems trivial in the eyes of the prospect.
You can lead a person to answer his or her own objection by asking appropriate questions.
The most advanced methods for overcoming sales objections can be found in the process of reframing. This technique is based on the fact that all meaning is context dependent. So a cloudy 70 degree day is great summer weather for England. But if you go on holiday where the expectation is for hot weather with clear skies to get a tan then that is not so good.
Consider that almost any meaning can be reframed by either a change in content or context.
Check and test for satisfaction that the objection has been dealt with.
As you’re overcoming sales objections you need to confirm the answer has been received and understood. Don’t reply to the objection and leave it hanging in the air.
“Have I made that clear?” “With that solved, we can go ahead?” Pause for the answer
If the customer says yes, you can lead to a close. If they do not feel that their objection has been dispelled, you have some choices.
Now you must prove what you suggested to the prospect. This is the time to demonstrate value, list comparisons, and prove benefits. If you cannot answer the prospect in a way that’s different or sets you apart from others, you’ll never close this (or any) sale. Add Value
No one can predict the future but history often repeats itself, so statistics and facts are valuable tools for changing minds. Bring them along. The proof you show is limited only by your imagination and the ability to back it up. When you believe it, they’ll believe it. They can see it in your face and hear it in your voice.
Your other choice is to point out to the client that even given their objection, the other benefits of proceeding outweigh it i.e. “ the Kuga is a lot bigger than my Honda Civic” I would respond with how well does the Honda drive in snow?
Reorient the person to his/her criteria of values and lead them into a close.
In overcoming sales objections it’s easy to let an objection disorient and confuse. Use questions that invite the person to reorient to what’s really important; to the major benefits of the product and what is important to his/her specific situation. These should make the objection look small. Now that you have uncovered the prospect’s needs and reinforced the value of your offering you can steer them to a close. By this time closing the sale should be the natural outcome of all that has come before.
At this point you can just ask for the order simply and directly or employ any number of trail closes or closing methods. It’s often good to describe similar situations when you close; people like to know about others in the same situation as themselves.
Remember Santa visits once a year but customers can arrive at any time so let us be prepared to grab every opportunity.