Five Proven Sales Tips for Handling Objections
Many sales have been lost because a sales rep didn’t know how to respond to a potential customer’s first objection. The sales rep can either: allow the objection to be sustained with a “thank you” and a sincere follow-up statement, or put the prospect on the defensive with a statement that might seem argumentative. Both options are bad for business because they don’t result in a sale. Often, the prospect’s objection isn’t even their real reason for not buying. To get to the real reason, consider the following five sales tips for handling objections.
- Recognize that all objections are matters in disguise. Try turning the objection into a question by saying, “That raises a question. Is the question
? Is that the question?” This will either result in a simple yes or no or they will rephrase the question so the sales rep can answer it. If they say no, continue to ask what the question is in their words. As an example, the prospect says, “This sounds great; I just need to think about it.” The sales rep replies, “That raises a question, the question is that there are some key points you may not be sure about. Is that the question?” If they say yes, then now the sales rep has opened a dialogue. If he says no, he responds with “What specific questions do you have in mind that you need to think about?” - Keep the dialogue alive with the “obviously you” technique to stay on track. This technique works especially well with emotional objections. Listen for emotional cues that include always, never, always. He then responds with “You obviously have a reason for saying that. Do you mind if I ask what it is?”
- Always ask questions that get the prospect talkinginstead of giving short “Yes/No” answers. The more the prospect talks, the more you learn about his business problems. Even the best sales rep can’t sell a solution if the problem or pain isn’t known beforehand. Knowing the needs of the customer makes it easier to personalize the sales message.
- Stay on track using the “just guess” technique. Don’t let an objection derail the sales process. Instead, create a scenario that removes the current objection from the image. For example, if the customer thinks the price is too high instead of lowering it, say something like “Assume price wasn’t a consideration, are the benefits I’ve shown you worthwhile?” This is designed to dispel the real objection and keep the sales discussion on track by encouraging dialogue. Hobbyists often use this to close the sale with phrases like “If I could meet your price, would you buy today?” This pushes out a prospect who may be using the price objection only as a smoke screen or who may not be able to clearly see the benefits.
- Never “target” the customer. Using the words “but” or “however” often sounds like a rationalization for a bad solution or the start of another side of an argument. Instead of telling the customer why they’re wrong, use an “and” question like “And why do you say that (or feel that way)?” The word “and” conveys an association message rather than a pending argument.
In short, prepare for objections before meetings. Think of all the possible objections the prospect may raise and determine the best way to handle each one. Then practice handling those objections in role plays with others before you meet with the prospect.
Use the five sales tips to manage objections and find the real reason why the prospect is hesitant to buy. Don’t just leave a sale on the table by accepting the first objection. Instead, learn to handle objections and ask the right questions to increase sales instead of losing them.
