Written by Sean McPheat |
Objections are a normal course of any sales interactions, but only if the extrinsic and intrinsic value hasn’t been raised in the customer’s mind.
By that, I mean if the customer doesn’t see the overall value to themselves or to their business outweighing the price they have to pay in price, time, effort, change or the like, they will bring up some kind of doubt that it will create the result they are looking for.
So, here’s a 3-step process that will help you overcome objections that come up during the sale:
1) Be Absolutely Clear On What They Mean
Observe these objections:
“You’re too expensive”
“We’re happy with what we have”
“It will take too long to implement”
“It won’t work for us”
What one thing ties these all together?
Yes, they are too vague, nebulous and imprecise for us to deal with.
If you started to deal with the objection straight away (“Well, how about if we include a 10% discount for quicker payment?”) you run the risk of not hitting the mark in terms of what then real concern is.
So, you need to be absolutely clear on what the meaning is behind the objection.
“How do you mean, exactly?”
“Could you be more specific?”
“In what way?”
And even the observational “Oh yes?” said in a questioning tone, can get a clearer and more detailed response from the customer.
Here’s an example:
“You’re too expensive”
“Really? Could you be more specific?”
“Well, we can get similar service from your competitor for up to 20% cheaper”
Here, you have uncovered the real reason the customer thinks you’re expensive, because they’ve been clearer in their thought processes.
Now you can dig a bit deeper.
2) Isolate The Concern
Have you ever cleared up a concern from the customer, then found another is raised, then another and another?
Isolating the concern is a good way to stop that from happening.
After the concern is aired, you can say “OK, I’ll cover that in a moment, but may I ask if this is the only reason you are wondering about the decision, or are there other things on your mind?”
Their answer will help you isolate the concern and help you to build value in your product or service in other areas.
If price or some other issue is their only concern, build up the benefits they will get in other areas so they can see how valuable your solution is and how those benefits outweigh the disadvantage of this one objection.
3) When Clarified And Isolated, You Solve The Concerns And Move Forward
After covering the specific objection, you can carry out a controlled trial close by moving forward with something like “So, shall we move onto the next stage?” or “OK, can we agree on what needs to happen next?”
Depending on the customer’s response, you can then move to the gaining commitment stage or deal with any other outstanding issues
So, to recap, clarify the objection first, ensure there’s nothing else holding them back and move forward having dealt with the concern.
Try those three steps and see if it drives mores sales for you.
Originally published: 27 September, 2017