By now you know that objections come in all shapes and sizes. Your challenge: avoid taking them personally, recognize them as part of the sales process, and learn to transform them into opportunities to solidify sales.
Blocked at the Gate: "What Is The Nature of Your Inquiry?"
One common objection: not getting to the economic buyer. Especially when courting corporations there are receptionists, operators, administrative assistants and even voice mail that can screen you out. Many gatekeepers are authorized to say no but not yes. Make them your ally. Use politeness, humor, and creativity to help them look good to decision-makers. You bring solutions to their problems. Enlist gatekeepers' support. Gather valuable information from them to help you better sell to their bosses!
Competition: "We already have a service"
Often your prospect already has someone handling their transaction needs. Don't defame them, become defensive or slink away. Probe further with questions: "What aren't they doing for you at this time?" There may be room for both of you. Ask: "If you could change one thing about your existing relationship with your current provider what would it be?" Look for openings. Get your foot in the door and show the difference you can make.
Price: "We can't afford you"
Price is a common objection. I'm often told "We can't afford your services." I nicely counter with the question: "How can you afford not to hire me?" Once I shift the discussion to the value of the services I am rendering, my price shrinks in their perception. Explore with prospects the cost of their not using your services and products. What does it cost them in lost time, and money left on the table? Put a price tag on their doing nothing. By comparison, your fee's a bargain!
Timing: "We're fine for now."
Some folks just want to sit pat and avoid change, or at least delay it. They eschew opportunities to grow. Nicely ask: "How has that worked for you so far?" Ask them: "Are you aware of your competitor's recent moves?" Emphasize the advantages you can deliver vis-à-vis their competitors.
The Meta-Issues
Sometimes price, timing and other objections mask the true issues: internal dissention, lack of strategic planning, ignorance of trends, best practices and new technologies. Listen for the message within the objections they profess. Your non-judgmental approach, gentle manner will comfort and reassure them and get your more business.
Make Your Own Top-10 List List the most anticipated objections and formulate your responses in advance. When they arise, you can calmly deliver your pre-rehearsed answer in a calm, conversational tone, unfazed by their challenge. Have No Fear! Don't fear objections. They offer valuable insights into clients' concerns, fears and values. Once you understand these you can tailor your responses accordingly and thus sell more effectively. Objection overruled!
About te Author
CRAIG HARRISON helps professionals express their excellence through stellar sales and service training. http://www.ExpressionsOfExcellence.com, excellence@craigspeaks.com or call (510) 547-0664.
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