How To Handle Objections
Successful salespeople, understand that part of the sales process will very likely include objections by the customer. Objections are a normal part of the sales process. Objections may be framed as questions or outright statements declining an offer or benefit. What are some of the best ways to overcome the objections?
- Again, understand that objections are normal.
- Understand that the objections are not personal.
- Understand that objections may in fact be an invitation for more information or clarification.
- Recognize that objections may occur at any point during the presentation, not just the closing.
- Not everyone understands your industry as well as you do, the objections may be a way of politely stating that the customer doesn’t understand something. (It may be easier to turn something down, than admit that they don’t comprehend the materials).
- Objections give you the salesperson an opportunity to repeat back the information (that’s being declined) and re position the material another way, using other examples.
Overcoming and Anticipating Objections
If we know in advance that there are likely to be several questions or typical objections, we can prepare for them in advance. Formulate in advance the typical questions/concerns and be prepared during the presentation, to address those typical concerns.
- Sell yourself. Be prepared. Have business card in hand. Be well groomed and dress for success.
- The strength of the brands you represent can offset, trust factors.
- Remind the customer just how many people you have already helped with this important decision.
- Understand the difference between an objection that can be placed on the back burner and one that needs clarification at that moment.
Using Empathy in Responding to Objections
Using empathy shows that you understand the customer and are trying to meet their needs. Keep the planned course of action as you work through the “anticipated” concerns. Let each Q&A scenario build on the next one, following your imaginary outline. So how do we do that?
- Take your time. Don’t overreact – stay calm.
- Use empathetic statements to clarify the objections.
- Repeat them and ask the customer if you understood them correctly.
- Ask the customer to help quantify or rank the order of the most important questions(s) they have about the subject (this keeps you from repeating everything again).
- Objections at the close of the sale must be handled.
- You may choose to use trial closings with statements/questions such as – How does that sound?
- By now you should have a good grasp of the real objections and you can use another closing statement like: “If we handle this to your satisfaction, can we move forward?”
Editor’s Note: some of this material has appeared in teaching guides for sales agents, presented by Senior Market Advisors and Continental Health Alliance leadership team members. – 2016