Six Steps to Overcome Objections in Sales
An objection is not a rejection; it is simply a request for more information. - Bo Bennett
Often the key is understanding what is stopping your potential client from making a decision in your favour. Once you know why he or she is hesitating, you can reply directly to that specific objection.
You may overcome the objections using these six easy steps…
Hear the person out - Listen fully!
Don't interrupt. Listen patiently and intently. Interrupting a prospect will intensify the objection and cause prospects to become preoccupied with it.
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.
If appropriate, close your order book to take the tension off him/her.
Avoid leaping on the objection before the person finishes - that will only elicit irritation and a sense of being discounted.
Feed the Objection back for confirmation.
By restating the objection, you show your concern for the prospect 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 minimize, ignore or handle the objection.
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. For example, if the prospect says, "Well, I don't have the time for that."
You say, "You don't have the time?"
Just like that. You feed the objection right back to him/her. Remember, if you listen, totally, then you will hear things that are not verbalized.
Qualify it as the only true objection.
You need to qualify it as a true objection.
You may choose to say, "You mean that's the only reason you're not buying?"
This smokes out the real objection. If it’s a fake objection the prospect will say “No.” then you can ask what his or her other concerns are. If he says "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. Dies it sound like fluff, non-specific and overgeneralized 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.
Answer the objection
Having completed the above 4 steps you are in a good position to get down to applying your skills.
Actually you can just chose to ignore some sales objections and go back to establishing value (which is the next step anyway).
There are many ways you can respond:
You can answer by admitting the shortcoming of your product and shifting quickly to a strong advantage--- e.g. “Yes our matrix platform adjusts only forty degrees horizontally, but it provides 50% more vertical adjustment than any other machine”.
You can submit a testimonial letter, a competitive comparison chart, or a special time-sensitive or price-related offer.
Rather than frame "objections" 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.
Consider that almost any meaning can be reframed by either a change in content or context.
Reorient the person to his / her criteria of values and lead into a close.
As you proceed you need to confirm the answer has been received and understood. Don’t reply to the objection and leave it hanging in the air. “Now that solves the problem, doesn’t it?” "When you think of it that way, how do you feel about this product satisfying your needs?” “I guess we’ve made that clear?” "With that question solved, we can go ahead, can’t we?"
If the client says yes, you can lead to a close.
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 bridge to a close. 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.