Written by Sean McPheat |
4 January, 2019
It’s often asked by salespeople who face similar concerns and objections in every call, almost becoming an expected retort for every call.
First, though, we have to understand that an objection isn’t always caused by the prospect trying to get you to lower your price or make you change your offer in some other way.
It may be because they haven’t seen the overall value of your solution.
Our consultants often use the phrase ‘the best way to deal with objections is to ensure they don’t come up in the first place!’
Easier said than done, I hear you say.
And you’d be right if you approached your presentations in the old-fashioned way of ‘one-size-fits-all’ pitches.
The fact is that most if not all objections occur because, in one way or another, value hasn’t been built up in the prospect’s mind for your solution.
So, how can you stop objections before they are raised?
Simply by not presenting solutions before you’ve discovered the areas where value can be built in their eyes.
What this means is you shouldn’t discuss options for solving problems before you’ve clarified the main decision-making criteria of the prospect.
A prospect will have many problems or concerns that you should be trying to help them with.
Or they may have only one.
The fact is, unless you find out what the problem/s is/are before working on solving them, you may not be covering all the concerns they have.
For example, if you don’t find out that increased productivity is the main concern of the prospect, you may find that your presentation doesn’t cover this specific issue.
So, you need to qualify the prospect fully before presenting solutions by asking what would make them decide to go with a particular option.
If price is a main concern, finding out why and then presenting to cover the issue of price and how your return on investment will overcome any higher price your product demands, will nip the price objection in the bud before it’s raised later.
If you are able to find out the main concerns or issues the prospect has in mind, you can then incorporate these in your presentation, highlighting each one and how you propose to overcome them or deal with them.
If you are able to cover each objection in your presentation, there is little or nothing that the prospect has to raise as an issue.
This will mean anything they may have as a side issue or concern has already been raised beforehand and is now covered and answered in your solution.
It may seem simple, but that is the best ways to deal with any objection before it comes up from the prospect.