I ran a workshop this week on Sales Objections and it got me thinking about 2 trains of thought there are about customer objections. Some sales experts believe that objections are good and are signs that the buyer is interested in your offering and that you should be pleased. Whilst I don’t disagree completely I find it hard to be ‘pleased’ about someone objecting to my proposition.
Another view is that a buyer doesn’t go into a buying situation with pre planned objections and they are only raised when the seller says or does something to raise doubts and concerns. Again, there are elements of this thinking that I buy into and some I don’t.
So what do I believe? Well I believe that when it comes to objections prevention is ALWAYS better than cure. The most successful sellers are fully aware of the questions, objections and concerns that their products raise and they mention them first. Objections can’t be ignored and if unanswered they can kill a sale. Not all buyers will raise the same objections and some won’t think of them until after you have parted company which can lead to retracted orders, cancelled appointments or even them not taking your calls anymore….sound familiar?
So what can you do? Well here are a just a couple of actions for you to try-
Take some time out to think about the objections you have heard in the past. They may be something specific or a general objection like ‘I can’t afford it’ and ‘I already have a supplier’. Then weave these concerns and handling techniques into your sale.
Example (3 ways to deal with unlock current supplier objections)
‘ I appreciate you may already have a supplier and I would be interested to know if there was one thing they don’t currently offer that you would like them too?’– This tells me how I would need to add value to encourage them to switch
‘In order to tempt you away from your current supplier what would my offering need to look like?’– This tells me what I would need to beat
‘Do you have a current supplier? and ‘What is the best thing about them?’ – These also give me an idea of what is most important to the buyer about this product and how quickly they reply shows me how much they like the supplier!
Next time you get an objection, think about what you said or did just prior to it. If a sale is going along fine then the buyer starts to pull back, you may have said or done something that has alarmed or concerned them. I have heard many sellers talk themselves out of a sale and this action checks that you are not triggering objections yourself.
Bye for now and happy selling …..Dawn
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