The Sales Cycle: Point # 5 Handling Ojections, Part II
Posted: Friday, November 24, 2006
by Don Dennison
One Cup International consulting Group
In this article, we want to cover the next four points of handling objections from potential customers. How do you handle objections from customers? Do you use a canned approach or are you creative? Can you be flexible? Do we need to be flexible? When we get to this point of The Sales Cycle, I believe that we need to be flexible. We need to listen to what the customer is saying to us because it’s all about them…right?
If you try to overcome objections with arguments after your presentation, you may win the argument but lose the sale! You do not overcome the objection… you eliminate them through questions and probing from the second and third point of The Sales Cycle. The initial questioning phase of the selling process is usually pretty relaxed and it allows you to find out a great deal about your prospect. For example, if the potential customer tells you that he or she is the decision-maker and doesn’t have to check with anyone else, he or she cannot use this as an excuse later on, not to buy. Many common objections can be eliminated with the proper use of questioning and probing.
5. Let the potential customer answer his or her own objection:
If the potential customer cannot answer your question as to why they won‘t buy, then he or she has contradicted himself or herself. The prospect may flounder a bit, and then admit his or her objection was not really very important. This is especially useful on general objections such as, “Your product is no good." Asking why will, at worst, narrow the objection down to something that is easier to handle and, at best, will get the potential customer to admit that he or she doesn’t really know why he or she said that.
6. Agree with the potential customer about something:
Find some point of agreement with your potential customer before you start to answer any objections. This is the best-known way to cushion your answer and render it unobjectionable. The potential customer will not object as much, if he or she knows that you understand his or her problem and that you share some common ground.
7. Admitting to the objection:
You are not selling something that is perfect in every way. Your product is subjective, and your product is different than your competitor’s, so present your point of view. You will be better off by admitting the differences. Having done that continues your focus on dealing with the objections, and all aspects that are favorable to them. Remember, if you try to convince the potential customer that something is right, when it is obviously wrong for them, you will antagonize them and probably lose the sale.
In the next article, we will cover the last three points of handling objections.
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