Handling objections. First things first – What is an objection?
In the sales process we’d say that an objection is any time that a customer questions or objects to anything that you’re saying. This can occur at anytime, but most objections will come up when you’re either presenting your proposed solution or attempting to close the sale.
Most salespeople dread the thought of customer objections, but handled properly they can help you win more business. Here’s how!
What should your attitude be towards handling objections?
We think you should welcome them! (What??? He’s definitely lost it this time!)
Objections are a sign of interest and you should welcome them. If your customers weren’t interested in what you were saying they wouldn’t object.
So how should you deal with objections? Well, here’s what you shouldn’t do:
- Cave in. (i.e. roll over and have your tummy rubbed)
- Go into delivering information overload.
As humans when we’re challenged it’s natural for us to defend our position and try to convince the other person that we’re right. If you do this (#2 above) your customer will think you’re trying to pull the wool over their eyes and try to sell them something.
So what should we do?
We think that an objection is also the sign of an unmet need, and this being so the best way to deal with it is to go back to needs-analysis mode. Your customers will raise an objection when they’re unsure or unhappy about what you’ve offered them. What you need to do is to engage them and get the full facts of what’s behind their objection. Acknowledge the objection, empathise and go into questioning mode. Make sure you fully understand the objection before you respond to it.
By doing this you can then deliver the specific information to satisfy the objection. Otherwise, you’re just guessing.
So, treat objections as an unmet need and as a sign of interest. And don’t cave in every time a customer challenges you!