I have what might at first seem to be an odd view of objections: I love them! That is so important I want to repeat it: I love objections!
You might think that is silly, but it is not. Objections simply help you understand where you are in the sales process. Challenging though they are, objections provide valuable touch points to gauge your progress.
By and large, objections are nothing more than concerns and skepticism on the part of the buyer. Objections are the result of indecision, fear, and prior losses. If you have done a good job discussing wants and needs, objections don’t get raised as often, but they still appear.
When prospective clients raise objections, what they’re really saying is that they’re not comfortable with the decision for a variety of reasons. Further, they are telling you that they have unresolved questions in their mind. So what’s a good sales professional to do? We must simply address their objections. The simplest way to respond to a sales objection is to listen and then some simple rules.
First, always anticipate that you will receive objections at some point in the sales process. You should never be surprised when you get one. One of the first things that you need to do when handling an objection is to use a technique that I learned many years ago called the B.I.C. Principle. The only way to maintain control during a sales presentation is to constantly listen or ask questions. You should never lose control or seem surprised. Objections are simply a part of the sales process and, more importantly, the closing process. Your ability to remain in control is essential to your success.
A second rule of thumb is to never argue when you receive a sales objection. The buyer is merely seeking to gain more information – it’s his or her way of indicating that you have not provided enough data.
Third, objections can be genuine concerns or trivial points. It is incumbent upon you to ask the proper questions to determine whether an objection is genuinely concerning or simply a minor glitch. In my experience, the most common trivial objection is “the price is too high.” You must ask more questions to determine genuine objections – in other words, to discern the primary reasons that the buyer considers most valid for not moving forward.
Fourth, too many people want to talk and not listen. Sales professionals can become too focused on trying to close the sale. This can result in the salesperson neglecting to listen to the buyer’s objections. The best thing you can do is intently listen to the buyer’s reasons for not progressing.
So the next time you hear something such as the price is too high or I’m happy with my current vendor you might want to consider where you slipped in the sales process or what additional questions does the prospective client need to understand your value.
Sustained!
