It is believed by many salespeople that sales objection is bad, as it is likely to bring down or stop the entire whole selling process. It was also believed if salespeople had sales objection, it was assumed by their superiors that they have not done a good job, even this is not so.
Now objections are viewed as opportunities to sell. Salespeople should be grateful for objection, as the prospect is asking for more information. So it is the job of a salesperson to produce the correct information to help prospects understand their needs.
You must plan for the objections that can be raised during your presentation. Look into why they should buy and why they should not buy. Reorganize your presentation to reduce the drawbacks of your product. Avoid discussing your drawbacks unless your prospect raises it in the conversation.
After each sales call, review the prospect’s objections. Divide them into the major and minor objections. Develop ways to overcome them. Planning for and reviewing the sales call allows you to foresee and prevent the objections.
The salesperson must foresee and be prepared for any objection before it is raised by the prospect. It is better to foresee or discuss the objections before they arise. A suitable presentation can be developed to overcome the possible objections that may arise .
Another approach, a customer who has an objection feels compelled to defend that objection.
A third approach of a foreseen objection is to boost about it and turn it into a sales benefit.
It is best to meet these objectives as they come, trying to postpone may cause delay, uncertainty and refusal by the prospect to entertain further.
The prospect may:
Stop listening until you address the objection.
Think that you are trying to hide something.
You have a problem to overcome the objection.
Think you do not have an answer because you do not know the answer or how to deal with the objection.
Think that you are not interested in the prospect’s opinion.
The objection may just be the only issue outstanding before closing the sale. So meet the objection, use another trial close to uncover other objections. If there are no more objections, move towards closing the sale.
Show by using positive body language such as a smile or a firm hand shake.
Be always in the positive mood and stay friendly.
Do not choose to show any negative behaviour such as nervousness, anger, stammering, talking rudely, staring angrily, muttering to yourself, tapping your feet on the floor and folding your arms over your chest.
LAIR: Listen, Acknowledge, Identify objection, and Reverse it.
Objection Writing: Write down and cross out objections.
Pre-empting: Handle them before they happen.
AFTER MEETING THE OBJECTION – WHAT IS THE NEXT STEP?
Your prospect has raised many objections, which you have resolved and overcome. You need to find out now if there is a possibility when the prospect may raise further objections. After responding to the objections, use a trial close to determine if you have overcome the objections.
If you cannot overcome the objection or objections focus on new or previously discussed FAB (features, advantages, and benefits) of your product. If the objection raised is a major one that cannot be easily overcome, admit it and show how your product’s benefit outweighs these disadvantages.
When you are very sure that you cannot overcome the objections and the prospect may not buy, go ahead and close. Do not forget to ask for the order i.e. to ask the prospect to buy. Buyer or prospect is only saying no to the product and not to you. If you are not going to ask, your competitor may do so and gain the possibility of closing the sale.