| Let's face it: no one likes to hear sales objections. | | | | are given a set of multiple or lengthy objections. |
| No one likes to feel rejected. Yet in the selling | | | | When you repeat the objection change the client |
| profession it comes with the territory. So what | | | | statement to a question to imply that you are |
| can you do? How do you cope? | | | | asking for more information. Do this by using an |
| What is a sales objection? | | | | uplifting vocal tone at the end of the statement. |
| Let's begin by identifying what a sales objection is. | | | | This will actively involve the client and ensure that |
| A sales objection is an explicit statement made | | | | you have fully understood the objection. For |
| by the client that is a barrier between their | | | | example the client might say "You are too |
| current situation and one that could be. The | | | | expensive!" and you can respond with "We are |
| situation that could be is the one where the client | | | | too expensive?" |
| is using and experiencing the value of your | | | | If you have missed any information or facts |
| product or service. When an objection is spoken | | | | when you do repeat the objection the client will |
| there is a degree of frustration or even anger felt | | | | correct you. It is advisable to lead into the repeat, |
| by the client that also needs to be addressed by | | | | particularly with a lengthy objection, with the use |
| you. | | | | of survival phrases. These will also project |
| The old school of selling, for those who can | | | | warmth and caring. For example: "Sandra, to |
| remember, taught that sales objections were an | | | | make sure I understand..." or "Please correct me if |
| indicator of a client's interest. In fact, they | | | | I have missed anything..." |
| believed that the more sales objections you | | | | Because the client has been encouraged to |
| attracted the greater the chance of securing the | | | | correct you it is not uncommon for them to |
| sale. This is completely false. Sales objections | | | | expand on the initial objection. This will provide |
| impede sales and can stifle client relationships. | | | | you with more information and is the beginning of |
| What can you do? | | | | addressing the emotional side of the objection. |
| Sales objections can, to a large extent, be | | | | Question |
| prevented through better implementation of the | | | | This is where you can make huge inroads into not |
| sales process. I am not talking about a rebuttal | | | | only fully understanding the objection but also |
| which happens during the first few moments of | | | | allowing the client to vent any build up of |
| connecting with a client. An example of a rebuttal | | | | frustration. Always begin by asking if you can ask |
| is, "I am too busy." Sales objections usually occur | | | | questions. For example: "Do you mind if I ask you |
| at the later stages of the sales process, often | | | | a few questions to clarify my thinking"? This is |
| after the presentation. For example, a poorly | | | | polite and will show that you respect the client's |
| qualified prospective client can lead to a myriad of | | | | concerns. Ask mainly open questions so the client |
| objections ranging from "it's too expensive" to "I | | | | speaks freely and you will be able to isolate the |
| want to think about it." But the truth more than | | | | real and related problems. Don't interrupt or |
| likely is that they don't have the authority to | | | | anticipate an answer because you won't be |
| proceed. | | | | actively listening. Once any frustration has been |
| Sales objections are an indicator that one or more | | | | released the client will feel better and be ready to |
| skills within the sales process were poorly applied | | | | listen to your answer. |
| or applied not at all. If the sales person didn't style | | | | Sometimes the real objection can be only 2 or 3 |
| shift, that is adapt their selling style to the client's | | | | questions deep. Through use of survival phrases |
| buying style they can expect a sales objection. | | | | you can accelerate the process. For example |
| (Refer to our blog Sales Style - do you know | | | | "Would you mind if I ask why you see it that |
| your sales style and what it means?) Whilst you | | | | way?" |
| may feel uncomfortable hearing an objection it | | | | Answer |
| does give you the opportunity to put the situation | | | | Now that the client is receptive to your answer |
| right. Objections should be seen as a temporary | | | | you must resolve the problem. With a multiple set |
| business refusal and not as personal rejection. | | | | of objections such as delivery, price and invoicing |
| Sales objections given in succession are a warning | | | | you may need to summarise the objections and |
| that something major is wrong. For example, the | | | | again use survival phrases to ensure the client |
| client may not be interested in what you have to | | | | knows and feels you understand. Choose your |
| say because you have not asked enough | | | | answer carefully and aim to keep it brief. |
| questions to uncover the real problem. A post | | | | Price objections can be challenging to answer. |
| sales review of how you applied the sales process | | | | Whilst price is important it is not often the |
| and how you style shifted will identify the cause | | | | deciding factor. According to a recent survey in |
| and pinpoint when the sales objection was | | | | the US 14% of respondents put price first. |
| created in the client's mind. | | | | Factors that rated higher and more important |
| Salespeople don't overcome objections per-se. | | | | were confidence in the salesperson, product |
| The client does. It gets down to how the sales | | | | quality, selection and service. |
| person applied their skills and helped the client | | | | A client will become agitated if you say things like, |
| overcome the objection. | | | | "you only get what you pay for" or "quality costs |
| How to handle sales objections | | | | more." These are clichés and annoying so |
| Focusing on addressing only the logical side of a | | | | focus on the price difference between your |
| sales objection tends to create more objections | | | | product and service and that of your |
| because the client's feelings haven't been | | | | competitor's. This is so the client's thoughts are |
| considered or adequately considered | | | | directed to the smaller amount - the difference. |
| There are many methodologies for overcoming a | | | | For example the cost unit could be dollars per |
| sales objection but the one we have road tested | | | | day. Alternatively you can compare results and/or |
| for well over a decade and with great results for | | | | quality; discuss potential drawbacks of the |
| our clients is ARQA - FM. This is an acronym for | | | | cheaper alternative; compare with the more |
| Acknowledge, Repeat, Question, Answer, | | | | expensive brands or quote additional value. |
| Feedback and Move on. | | | | Always know why your product is worth the |
| Acknowledge | | | | price. |
| It's important when you first hear an objection to | | | | Feedback |
| offer no resistance verbally or non-verbally; in | | | | Feedback is a respectful way of asking the client |
| fact what you need to do is acknowledge it. By | | | | if they agree and are satisfied with your answer |
| acknowledging you actively listen and respond to | | | | to their concern. For example "Have I answered |
| the client. This can be done through use of | | | | your question completely... "Does that satisfy your |
| positive language such as "I see"... "I understand" | | | | concerns?" |
| and/ or non-words "aha"... "hum." Positive body | | | | Move on |
| language can be the nod of your head, good eye | | | | Once the client has stated that they agree and |
| contact or a slightly slight forward lean. This kind | | | | are satisfied with your answer it is time to move |
| of communication will let the client know that you | | | | on to the next most logical action in your sales |
| understand and can be the beginning of turning | | | | process. This could be to write the order details |
| the situation around. | | | | or conclude the sales interview and set a date for |
| Many salespeople react to an objection and show | | | | another appointment. |
| their disappointment by becoming tense. | | | | So: are sales objections good or bad? Well they |
| Responding by acknowledging will give you the | | | | are good in the sense that they help us to |
| time to decide how you are going to think and | | | | become better salespeople and bad because they |
| act. You will also project confidence. | | | | can affect client relationships. Remember the next |
| One last point about acknowledging: don't begin | | | | time you hear a sales objection don't take it as |
| with the word but because it can be interpreted | | | | personal rejection but as a business refusal. Use |
| as dismissing what the client has just said. For | | | | ARQA FM to turn the situation around. And finally |
| example "....but we provide better service." | | | | whether you have won or lost the business, |
| Repeat | | | | review how you applied the sales process and |
| Repeat is to restate the client's objection using | | | | how you style shifted. Seek constant |
| their words. This is particularly valuable when you | | | | improvement. |