You know the rule of sales: Before a customer makes a decision to buy, there are a few objections that he or she has to justify not using the product or service. Potential buyers need convincing arguments that are plausible and informative. The salesperson needs to be trained for objection handling.
Objections can be viewed as part of the communication process. Just like in a sales conversation, potential objections suddenly become opportunities for closing a deal.
Be aware of your objections and use them to your advantage.
Objection handling: How to Resist Customer Objections
No matter what product or service, objections in sales conversations are the exact same. Sales training teaches objection handling, which is a quick response to expected contradictions.
You can use the customer objection to your advantage by preparing for the sales presentation. You must remember that the customer may have an initial information deficit with respect to you. This can be compensated for by your arguments.
You will be able to convince the customer if you and the salesperson are on equal terms. This positive view makes dealing with objections a natural part of the sales process.
The Phases of Objection Handling
It is not always that easy. You should not ignore a counter-argument raised by a customer. It is better to give the information that the potential buyer still needs to make his final decision.
- With an objection, the customer approaches the salesperson.
- The salesperson initiates the objection handling procedure.
- Ask questions to get the customer to think about other options. Add humour to make the conversation more fun.
With a specific question, the salesperson guides the conversation back to the content.
You should practice giving the conversation structure in sales training. This works only if genuine objections are raised on the factual level. Pretexts, on the other hand, cannot be refuted because the customer makes pseudo-arguments.
Salespeople must also be able to discern between objections and pretexts. It would be futile to try and solve objections using the most effective techniques.
Techniques to Eliminate Objections
To become a great salesperson, practice in real situations to counter common objections. Your objection handling will appear so natural and professional that customers will often concede.
These objections are common to all salespeople. We also have examples of how to handle them.
Customer objection: “I don’t have the time.”
Argumentation techniques:
Boomerang method
Salesperson: “Because you are a busy businesswoman, I have set this meeting to take only five minutes. You decide how you want to proceed.
Winning Technique
Salesperson: “Wouldn’t you consider your time valuable if I showed how three simple steps can help you generate an additional 2000 euros for your company’s pension?”
Acceptance
Salesperson: “Of course, a busy entrepreneur such as you has no time for waste. Two suggestions would you like to save valuable time in the long-term and permanently?
Customer objection: “That’s too costly for me.”
Argumentation techniques:
Open counter-question
Salesperson: “What price are you comparing it to?” Or “What would you consider the most important points in a price agreement?” This question allows you to investigate the origins of objections and uncover pretexts.
Sales story
A salesperson can bring a personal touch to the table by sharing his or her story. He tells the story of how he bought a low-quality product that didn’t perform as expected. The story ends without a happy ending. There is then a second question: “How important do you consider quality criteria?”
Acceptance
Seller: “Okay. The product is too costly for you. I am grateful that you told me this truthfully. If the price was an incidental criterion, which would you choose?
Customer object: “I don’t want to be interested.”
Argumentation techniques:
Perspective technique
Salesperson: Let’s not worry about whether you are interested. First, let’s clarify if you are directly affected. Next, you will be able to decide what your priorities are.
I am different
Salesperson: “Officially, I understand that most salespeople are looking for immediate close. My primary concern is to find a long-term partner. This is why I am happy to have an open and informative conversation.
Closed counter-question
Salesperson: “Would your interest in information about how you can increase the efficiency of your production by up to 20%?”
Conclusion: Knowing the best methods to deal with objections is a good idea.
Sales talks should also be guided by the motto: No master has ever fallen out of the sky. Salespeople shouldn’t shoot their arguments from behind the ears. Sound training is essential for professional repartee.
Many objections can be avoided or minimized. This is a great opportunity to learn from the experiences of your sales team. There are many ways to handle objections, including the boomerang technique and the open-ended question. These methods will make it easier for you to sell more.
