Written by Sean McPheat |
13 July, 2011
You did your job: you uncovered the problems and the pain and you helped the prospect clearly see the benefits and the affordability. Then you instilled a sense of urgency by giving the potential customer reasons and additional benefits to move forward today. You also did not wait until the close to address common objections. Instead, you foresaw those familiar stalls and eliminated them during your sales interaction! Yet still, the prospect objects, even admitting that he or she cannot explain exactly why.
No Objection is an 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 prospective clients will object, simply 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 a situation. When you leave the prospect with nothing to say except “Yes,” it often makes the prospect feel like you trapped them. No one wants to feel he or she was too “easy,” or did not put up a fight.
The No-Objection Objection
Some objections are not even objections, which is why they are so difficult to deal with. The customer tells you, “Seems as though you’ve got an answer for everything…” Or, “It almost sounds too good to be true….” or, “The way you present it, I would be a fool to say no…”
When you hear these types of responses, the prospect is telling you that you have done your job too well. You have left them with nothing significant to argue to make them feel like they had some choice in the matter. You will also find that the lack of control the customer feels in this situation leads to a more intense “buyer’s remorse” causing customer cancellations.
Leave an Objection on the Table
A simple way around this problem is to leave an objection 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, most importantly, when the prospect brings up the objection, struggle with it. Even though you have the answer to overcome that objection resting on your tongue, wait. Do not overcome the objection too quickly. You must validate the importance of the objection. The only way the customer will feel as if they won something, is if the objection is a problem for you.
A Win Win
Take your time with the objection and allow the customer to use it with power. Then, isolate it, and solve the issue. The customer feels good because they raised a difficult issue for you and forced you to make some concessions.
HELP the Customer
Remember that your job as a professional sales person is to help the customer to buy—to help the customer to get what they want and need. Today’s modern consumer however, is used to dealing with uneducated, outdated, unprofessional sales people. When you come along and do an outstanding, professional job, it is easy for the prospect to feel as though you are too good to be true, which can make them feel uneasy. It is your job to help the prospective client feel comfortable.
Leave the prospect with an objection you know you can handle. Allow the prospect to use this objection and do not overcome it too fast. Then isolate the objection and overcome it and everybody wins!