The Australian Small Business Blog

Friday, June 13, 2014

Sales Technique - Questioning the importance of objections

by Jim Prigg

Objections can be daunting. Yet most objections can be dealt with. If you can diminish the importance of the objection by adding another dimension to the dialogue then you can alter the balance for getting a decision.

One of the effective techniques of handling objections to your offers is to subtly question the importance of the objection

The following tactical and strategic methods of answering and countering this objection are varied and of different intensity.

Which of these are you utilising?

Which of these could you implement?

Which of these could you improve on?

Compare the objection to the benefits that you describe in your presentation.

Objections can offer opportunities to clarify points of difference. An effective way to do this is to turn the customer’s statement into a question.

Customer: “Taxes are too high on that investment.”

Salesperson: “Yes, the taxes are a little higher than some investments, and that is probably why the returns have to be better. Which is of greater concern to you, the taxes or the superior returns?

Don’t make the customer look foolish (Whoops)

Be very careful what you say when the potential client makes “open” statements about issues or express attitudes. Once again it pays to ask questions rather than make statements that can leave you looking foolish.

Customer: “I heard this is not a good area for property appreciation.”

Salesperson: “Whoever told you that, doesn’t know much about real estate”

Customer: “My father told me that.”

Put the objection on hold

How important is the objection to a final decision. Sometimes putting the objection on hold means the client may not even mention it again if you let it slip quietly by. Sometimes objections are not objections but statements the client makes to fill in an awkward spot in the dialogue. Learn to recognise these “fillers” for what they are.

Customer: “I heard this is not a good area for property appreciation.”

Salesperson: “We can check the appreciation rates for this area when we get back to my office. Would that be critical to your decision about making a purchase in this area?”

You have not been evasive, but changed the dynamic of the objection and pushed it into the future where it may not be as important or perhaps even relevant anymore.

Change the measuring medium and then comparing the objections to something trivial.

Recognizing the overage on a deal can be daunting. By reducing it to a small amount and then comparing it to something small changes the dynamic of the offer.

Customer: “The car is $5,000 more than I want to pay.”

Salesperson: “I can appreciate that. You know, $5,000 comes down to about $2.50 a day for the length of time you will have it. What might you be able to change in your daily life to be able to afford to invest an extra $2.50 a day for this vehicle, which you really seems to suit you?”

Set a time frame

Sometimes there is a window of opportunity that people either have to take or ignore at the peril of missing out on an opportunity with a finite time.

Salesperson: “This is the car. That is the price. It is here, now. What can I add to the deal to help you make the right decision today?”

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Jim Prigg is the MD and Director of client relationships at KnowledgeMaster, a treasure trove of information for sales professionals.

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