Handling Objections, Part One!
We've spent a great deal of time over the last couple of months talking about different closing techniques and how to turn a sale over if we are unable to close it ourselves. There is another hurdle that often presents itself before a salesperson gets to that point: objections. In the field of sales, objections are the most common type of rejection.
We've all heard, "I'll think it over" or "I'll be back." In reality those are code for rejection. Objections are a form of communication, as the prospect is telling you that there is something that is holding them back from saying, "I'll take it." As a professional salesperson, it is up to you to figure out what their primary objection is, and then fix it. In short, if your customers ride the "Be Back Bus" then you aren't going the make a lot of sales.
How many times has a salesperson handed you a business card as you walked out the door hoping that you would return? How many times have you actually returned? I am guessing that the answer is not a lot, and hardly ever. Most of those business cards probably end up in the trash can right outside the store or on the floor board of a car.
Most objections are false objections, and customers use these lines to get rid of a salesperson. Sometimes making a sale is easy and we take them when they come. But most of the time it is going to be your ability to diagnose and handle all types of objections that will determine your level of success.
There is a belief out there that a salesperson should always ignore prospects' first two or three objections. I strongly disagree with that theory. You've worked hard to establish trust between you and your customer and by ignoring any objection, you run the risk of destroying the trust. In reality, the first objection that your prospect gives you may very well be their one and only objection. By ignoring it, you make the process more difficult for both you and your prospect.
There are many types of objections and different ways to overcome each one. In the coming weeks, we will address several strategies you can use when handling objections. In the meantime, remember that there is nothing more important than listening to your customer.
Brad Huisken - President, IAS Training
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