Handling Objections – Part Six!

posted: Friday, July 29, 2011

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As we've seen in talking about objections over the last few weeks, for whatever reason, our customers may not express their "real" objection to us. It is up to the professional salesperson, through the objection handling process, to determine the nature of their real objection. Sometimes determining the real objection can be more difficult than solving it. However, if you want to be a successful salesperson, you will have to become an expert in this area.

If a prospect has an objection, for whatever reason, they are not going to change their no to a yes based on information you have already given to them. First, you want to ensure that your prospect fully understands the features or benefits that you presented to them in the demonstration. It is often a simple misunderstanding in that step that just needs to be clarified for the selling process to continue.

There are three scenarios that I believe will assist you in dealing with objections of all sorts; let's begin by looking at the first one. It is called the stall objection, those that may or may not be true.

Prospect- "I need to shop around a little." Stall
Salesperson- "I completely understand that; it is a big decision, isn't it?"
Prospect- "Yes."
Salesperson- "How do you feel about (insert a benefit here)?"
Prospect- "I thought that (benefit) was great."
Salesperson- "It really is a wonderful benefit, how did you feel about (insert a 2nd benefit here)?"
Prospect- "It was ok but it is not quite what I was looking for."
Salesperson- "I understand that it was not exactly what you need. What would you like us to do differently?"

Once you have determined the exact nature of their objection to benefit number 2, you can go about fixing it and completing the sale. It may be simply adding a little value to the benefit or you may want to pick out another benefit of the product, and focus on that. Either way, you have determined their real objection and that is beneficial for both you and the customer.

As we continue next time, we will look at two more scenarios in dealing with different types of objections. In the meantime, remember that objections are not walls, just hurdles that need to be jumped.

FINAO - Brad Huisken

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