| Sales objections can be handled with a simple 4 | | | | presentation to answer the objection, and now |
| step process that smoothly turns objections into | | | | there are more to answer. |
| sales for any product, any type of sale, and in | | | | There are two really important actions that many |
| any market place. No longer fear objections and | | | | new sales people miss out. One is to gain |
| become an expert on handling them. A major | | | | agreement to the sales objections they have |
| benefit many sales people have gained from using | | | | defined. The second is to ask if there is anything |
| this process, is to start really enjoying selling | | | | else that could stop the sale. Before giving a great |
| because they have the confidence to overcome | | | | sales presentation to handle the objection, you |
| sales objections. | | | | want to make sure you are answering the real |
| I'm a working sales manager and sales trainer for | | | | objection, and that there are no more objections. |
| a major company. The process that my sales | | | | If there are more, then go back to step one and |
| teams use for handling objections has to work in | | | | define them until you have all the questions, |
| real situations, and achieve real sales results. My | | | | concerns, and obstacles that could prevent you |
| job, and my income, depend upon the results my | | | | closing the sale. |
| teams achieve using this objection handling sales | | | | 3. Present the answer |
| training. | | | | You have defined the objection, and gained |
| The sales objection process | | | | agreement to the definition, and to there being no |
| Define the objection | | | | more sale objections stopping the sale. Now you |
| Gain agreement | | | | present your solution and answer the sales |
| Present the answer | | | | objections. If you have used effective questioning |
| Close the sale | | | | skills to define the objection the buyer has told |
| Use these simple 4 steps as the basic framework | | | | you exactly what they need to see and hear to |
| for handling objections, and closing more sales, | | | | get past their objection. |
| and add all your other sales skills and sales training | | | | As with the above stages, remember you are |
| to the process. | | | | presenting to overcome sales objections that |
| 1. Define the objection | | | | exist in the buyer's map of reality, not yours. Only |
| The first step is to define the real objections | | | | present the benefits that will handle the objection, |
| from the buyer's viewpoint. The sales objections | | | | not a general presentation of all the features and |
| they perceive may not be real. They could be | | | | benefits of the product. Answer the sales |
| based upon false evidence or beliefs. You have to | | | | objections the buyer sees, and challenge any false |
| be able to see the sales objections from their | | | | evidence or beliefs they are based upon. |
| viewpoint, even if they are not real or are based | | | | Understand what they are thinking, and what they |
| on false evidence. Then you can handle the | | | | need to see and hear to change their beliefs and |
| objections. The key is to understand what the | | | | agree to a sale. |
| buyer believes, and views or hears in their internal | | | | 4. Close the sale |
| pictures and self talk. This is where the real | | | | Now you can close the sale, or gain agreement to |
| objection lies, and where it has to be dealt with. | | | | the next stage of the sale. There is no need for |
| Imagine a customer that thinks your product is | | | | trick closes or clever manipulation techniques. You |
| too expensive because they have seen what | | | | earlier gained agreement that you had defined |
| they believe to be a similar item at a cheaper | | | | their objections, and that there were no more |
| price. The customer is comparing what they | | | | preventing a sale. That is where the main closing |
| believe are the benefits of your product with the | | | | of the sale took place. You have presented an |
| cheaper one. Maybe the product they are | | | | answer to the objection that shows the buyer |
| comparing it with is inferior. Although untrue, this | | | | the benefits that will turn the objection into a sale. |
| information is real to the buyer and must be | | | | Now all you need to do is ask two gentle |
| challenged to get past the sales objection. | | | | questions to gain their agreement to the sale. The |
| With good questioning skills you should define the | | | | first question is to ask if the benefits you have |
| real objection as seen by the customer. You | | | | presented have answered their concerns, their |
| should also define the beliefs and evidence that | | | | objection to the sale. If it hasn't go back to step |
| the customer has used to form their objection. It | | | | one and re-define their concerns, and start the |
| is their beliefs and evidence that you have to | | | | process again. |
| challenge if you are to handle objections based in | | | | Once they have agreed that you have answered |
| the buyer's mind. Many objections, concerns, and | | | | their objection, the second action is to use a |
| questions, exist only in the buyer's mind, but to | | | | simple direct question to close the deal. You can |
| the buyer they are very real and will stop the | | | | relate the question to what happens next. For |
| sale if not defined and dealt with. | | | | example, you could ask, shall we complete the |
| 2. Gain agreement to the definition | | | | paperwork? Or, can we agree a delivery date? |
| Many less experienced sales people would now go | | | | You have done all the major closing earlier when |
| rushing in with a fantastic sales presentation to | | | | you gained agreement to there being nothing else |
| handle the objection. They then find that they | | | | stopping the sale. A gentle question to ask for the |
| haven't answered the objection as viewed by the | | | | order is all that is now required to gain you the |
| customer, or another concern arises that could | | | | sale, and the commission payment. |
| stop the sale. They have used their best sales | | | | |