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Overcoming Sales Objections

by Corporate Logo on May 29, 2008

In sales, objections are great. Yes, that’s right. Objections are at the heart of an adrenaline surge for any professional salesperson. You see, when potential customers raise objections to you, what it really means is that they’re interested in what you have to offer, but you haven’t addressed all their questions yet.

If this happens, welcome it with open arms. It is a signal that you need to go back and find out exactly what they want, get their questions answered and get the order signed. They are already listening to you.

If you need to clarify the topics you’ve covered so far, ask them, “You told me … Is that right?” If you get a “no,” find out the correct answer; if “yes,” move on, as it was not an objection but a smoke screen to delay placing the order.

A key area when fact-finding is to establish your clients’ budget and show them the value of your product and services with the benefits and uniqueness to them. There’s no point wasting your time or theirs if they have a budget of $100 and your product is $1,000. If that is the case, move on and find a new customer.

Remember, price is never the issue; cost or their budget may be, but showing value is vital to getting a sale. If you can show your prospects how your products or services will add value, solve the issues they expressed or make their lives easier, you can get the order.

Another area key to closing a sale is building rapport. Simply put, if people don’t know you, like you and trust you, you will never get the order from them no matter how much value you demonstrate.

Be ready for all of the possible phrases that may crop up as objections:

• I want to think it over.
• I want to check with more suppliers.
• Your price is too high.
• I have to speak with my partner.
• I’m happy with my current supplier.
• We’ve spent our annual budget.
• Get back to me in six months.

Remember most of these phrases are delay tactics; they give the buyer more thinking time, or they are just excuses in the main. They usually arise when either you haven’t qualified the prospect sufficiently or you haven’t established enough rapport so that they trust what you are telling them is credible. Maybe you haven’t established a need from them yet, or, worse, your presentation is weak and needs attention. Your belief in what you’re promoting may not be convincing enough.

For future reference, identify all possible objections. Write them down and have an answer ready to address them. Ask yourself, “What might people say to get out of committing to your offering?”

One final point: There is power in the word “no.” No is good; it sometimes means “not now.” Every no is closer to the next yes, so don’t take it personally. This is business. You might hear “no” seven times before a sale is made. Every “no” is closer to the next “yes.”

This article was written by Jacqui Tillyard for Corporate Logo Magazine. Reprinted with permission.

Jacqui Tillyard is a business coach. Visit www.jacquitillyard.co.uk for free, simple steps to fast-forward your business.

 



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