Written by Sean McPheat |
25 July, 2012
You did everything right. This entire sales interaction from start to finish could have been a blue print for the sales training manual. It was perfect. You unearthed the prospect’s problems, some of which he did not even realise he had.
You demonstrated beyond any doubt how your product would solve those problems and greatly benefit the client. You then showed how affordable it is to go ahead. You foresaw every objection and stall well ahead of time and you eliminated those objections before they even came up.
Still, the prospect objects. The prospect objects and admits that he does not really have an objection. He just will not buy and even he is not sure why.
The No Objection Objection
You have probably encountered the prospect who would not buy even though there was no reason not to do so. The fact is that many people will object, simply because there is no objection. They will object BECAUSE there is nothing to which they can object.
Everyone Wants to BUY, but No One Wants to be SOLD
The reality of human nature is that people never want to feel like someone took advantage of them, or as if they had no control over making a decision. The prospect may indeed want to buy. However, they do not want to FEEL as if some fancy, know-it-all sales person talked them or manipulated them into buying.
When you leave the prospect with nothing to say except “Yes,” it often makes the prospect feel like you trapped them. They feel like you left them no CHOICE.
Dealing With the No Objection Objection
A simple way around this problem is to leave some type of an objection on the table for the prospect to raise. Take one objection that you know will come up, but instead of eliminating it during the sales interaction, leave it until the close.
Then, and most importantly, when the prospect brings up that objection, do not overcome it too easily or quickly. You must give their objection some sense of validity.
Please note: this is not some form of manipulation or trickery. The fact is that the objection IS valid. The fact that you already know what the objection will be and have an answer for it, does not make the objection any less important.
You have to remember that you have seen your presentation dozens, hundreds or thousands of times, and to YOU the objection is means nothing. The prospect, however, is seeing this for the first time and this concern, this issue, has come to mind for the first time.
If you solve the issue in the blink of an eye, you lessen the value of the objection and simultaneously, the value of the prospect’s opinion.
Help the Buyer
Your job as a professional sales person is to HELP the prospect to buy. To do this, you must HELP them be comfortable. You cannot slap the buyer in the face with the fact that you are in control.
Turn the No Objection Objection into the Planned Objection Objection
Leave the prospect with an objection you know you can handle. Allow the prospect to use this objection with strength and do not overcome it too fast. Then isolate the objection and overcome it with tact, and everybody wins!