Overcoming Objections
Overcoming objections can never be an emotional knee jerk reaction in response to a buyers no. Instinctively we may feel that we may immediately need to react defensively. After all, didn’t we just finish the world’s best presentation?
In response to a buyers initial no, we must immediately agree! What they are expecting is a defensive reaction and the fact that we’re agreeing can be very disarming as well as reassuring to them.
It’s also not a quick I understand, and then jump down their throat! That’s a picture of a sales person only concerned with them self and not the family or businessman that they are getting ready to serve.
What I’m saying is that you must not only agree, but agree with empathy. An example would be: ” I totally understand. You’re in good company because this is a tough time for a lot of people right now. In fact I’m often in an area of people that have money, but they hold on to it tighter than you and me? Why do you think they have money?
Maybe they’ve just asked you for your card and you know what that means right? They are getting ready to get rid of you, but this is where you need to cross your legs, relax, and begin asking some seemingly innocent open end questions.
Questions like, Before I leave you, let me ask you,what was it about my product that impressed you the most? This is where you wait for their answer and maybe add one or two more like did you like that all that your family has to do is make one phone call? How about your cost remaining the same regardless of cost of living increases?
Now you ask them about what they liked the most about the company. If you are talking to a husband and wife, request an answer from both of them. This style of open end questions is often referred to as a circle close? The purpose is to isolate their objection to the money.
You’ve made a conscious effort to slow things down considerably to give them more time to process all of the information you’ve shared with them. Why do you think that this is important?
Now you ask them if they would mind if you asked them just one more question. At this point they would probably tell you when they lost their virginity just to get rid of you. But now you ask them, Do you like me?
After they tell you yes and you really did a great job you respond with: ” the reason I asked you that is I absolutely will not buy anything from someone that I do not like. If I’m in a Department store and someone comes across like they are doing me a big favor by asking one of my questions, I’ll generally go to another department store. How about you?
Now you do a “Columbo” and put your hand on your forehead like you’re thinking and say: “Let’s see. You’re really impressed with our product, you feel good about our company, and you like me…. what else is there? (pause) I’ve got it! It’s got to be the money, right? They’ll acknowledge yes and then you’ll say” so how much too much do you feel that we are?
My point is that once you’ve isolated their objection to money. The phantom excuse, I need to think about it, disappears and you can generally work this one far more efficiently and effectively. In short, overcoming objections can really be effective if we slow down, ask open end questions with empathy, and have truly made a good interactive presentation.
Sal Capobianco has served people in sales and management for nearly forty years. He has received over a dozen salesman of the year awards, managed and owned companies that have generated millions of dollars a year in revenue, as well as serving the community in a number of capacities.
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