Handling objections - part 3
We've all ready outlined the differences between a value objection and an objection that is just not being able to afford the product or service. A lot of sales are lost because salespeople assume that every money objection is due to value, and not because of the customer's budget. You very well may lose a sale just because you did not listen to your customer. In reality, you could've closed the sale simply by offering a small discount. In the field of sales, money is always going to be an issue; but don't lose a sale just because you are too focused on value. Listen to what your customer is saying and do what you can to help.
As we've previously discussed, many of your customer's objections, 60% or higher, are going to be false objections. The reasons will vary greatly from customer to customer, but it is up to the professional salesperson to determine the real reason and then fix it.
There are several steps in handling objections, both stalls and specifics. These steps will provide you with a guide to help you determine what type of objections it is. Once you've determined the type of objection, then you can go about "fixing it." By "fixing it," I mean you will be able to address each of your customer's concerns and hopefully solve the reasons that are keeping them from saying, "I'll take it."
Remember to change your words and be careful not to use the same words over and over. Your customer may have more than one objection. You will want to reword your presentation to best solve each of those objections. It is vital that you are patient and address each of your customer's concerns one by one. If they feel as if you are ignoring even one of their objections, then the likelihood of saving the sale decreases immeasurably.
We will begin looking at those seven steps beginning with listen to the entire objection when we get together again. In the meantime, the most important thing to remember is that all objections are important and must be addressed.
Brad Huisken - President, IAS Training
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