There must be an attempt by you to get the prospect to do one of the following:
• To crystallise in their mind what the real objection is
• To take away the doubt in their mind as to why they should see you
• To take away the doubt in their mind as to why they should accept your advice
• To differentiate between, procrastination, an excuse and an objection
• To allow them to make a small decision in order to make a large decision and to move on in the sales process
• To determine whether they can afford your advice
• To be prepared to exchange money to solve the problem using your solutions
The fact objections arise gives you the opportunity to do the following:
• To ask questions about why the prospect/client objects
• To demonstrate the value of your service
• To offer testimonials
• To pass on the names of those who had a similar set of circumstances that you were able to help provide a solution
• To look at different alternatives as solutions to the objection
Objections can open the way to increased dialogue, opportunities and refocussing on what the customer wants or is prepared to pay.
Tactical pointers on overcoming objections
Objections can stem from a lack of information. They just may be unanswered questions. Don’t let them intimidate you. Almost everyone you meet will have questions and some will have objections to be dealt with in a variety of ways.
Hear them all the way out.
The most important thing you can do is to listen. Let people finish their point. Some time that is all they want to do: just make a point. Don’t interrupt in the middle of a question assuming that you know the answer already.
Repeat the objection back to them.
After your prospect has stated their question or objection, repeat it back so you are sure you understand it. This helps them clarify their thought processes.
Of course if you don’t know the answer, be honest enough to say so. Add the proviso that you will seek an answer and get back to them. Not knowing is not a sin. Pretending you do know is.
Get your prospect to talk about the objection as much as possible to determine if it is really a problem area or if they are looking for a reason not to be interested. Do you simply need to provide more information, or do you need to dig deeper to discover the real obstacle?
Answer the question/objection as simply, quickly, completely and accurately as possible.
Confirm the answer is OK and get their agreement.
Once you feel you have answered the question, confirm that with them. Get them to acknowledge the objection/question has been resolved.
Go to the commitment question.
When the questions or objections have been cleared out of the way, get to the commitment questions for decision-making time. Are they ready to become a customer? What else do they need to know to arrive at decision time? Or should you move on to another prospect?
Maybe this is a new experience for your contact. Any questions concerns or objections must be addressed and resolved before you can get a 100% commitment to act positively.
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Jim Prigg is the MD and Director of client relationships at KnowledgeMaster, a treasure trove of imformation for sales professionals.
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