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Take a New View of Handling Objections

by Anita Sirianni    

Typical reaction: to become defensive to feel the customer isn't buying your presentation or your product. We often think:

"Do you doubt me?"

"Do you doubt my product?"

"Do you doubt my company?"

"What if you ask a question I can't answer?"

It is natural to feel defensive when encountering objections however it works against you in building rapport and making the sale. Prospects can see your defensiveness when you are dealing with an objection. Being defensive confirms that your products need to be defended to "sell" them! When in reality the customer just lacks important information about the your products.

There are two basic reasons sales people are defensive when they encounter objections they are either unprepared or fail to see objectives as a positive sign in the selling process. Learning to overcome objections effectively starts with a change in attitude:

! When you get an objection, customers are not fighting you they are the customer's way of getting a different view of the situation.

They want to make the right buying decision for their needs. A solid response to an objection could give your prospect a different way of looking at your product and the one they may be using.

If you are unprepared, unfamiliar with the important features and benefits of your offering, you will probably do a lousy job in building a case for your product.

! Objections are the customer's way of collecting more information to evaluate the product. When a customer asks a question or digs deeper in how your something works or wants you to demonstrate a certain capability, which is actually a sign of interest! Why would they bother asking more questions if they weren't interested? When a customer presents an objection, most reps hear "NO". What the customer is Really saying is I need to "Know" more.

! Objections are expressions of the customers' interest and involvement. They show the customer is moving closer to the sale: it is a buying signal!

! Objections are the Prospect's way of asking you to help them "bridge the gap" between their need and the use of your product. Remember, you are the product expert--Don't let prospects put you on the defensive. You will lose your power; you will lose your influence. No body knows your product and service like you do– So, Act like it!

! Objections will reveal the customer's primary needs or areas of interest.

If someone resists a feature of your product, they are telling you an important buying motive. If you demonstrate how a particular feature is actually a benefit or insignificant to other advantages in your product you are that much closer to the sale!

! Objections are the customer's way of getting to the bottom line.

Customer's that object to particular aspects of your product or service really want details to make a buying decision. Objections move the sales process forward.

There are a couple of things you can do to Prepare for Objections:

Make a list of all objections you get in the next 10 days of sales calls. I guarantee you that this list will contain over 80% of all of the objections you will ever encounter in your selling efforts. Remember earlier I said one of the main reasons people get defensive in dealing with objections: they are unprepared.

Sit down with your list of objections and prepare a direct, honest, response to each objection. Track down proof sources that will support your point. Prepare or practice demonstrating how this customer concern shouldn't be when using your product.

Then the most important thing you can to be better prepared, boost your confidence and strengthen your chances at winning the sale in overcoming over 80% of the resistance you encounter–Ready? Memorize your responses. Prepare to win by practicing overcoming each objection. You will be amazed at how being prepared will not only boost your confidence but works to successfully calm customer concerns and helps move you closer to the sale.

7 Steps to Handle Objections

1. Affirm the question.

Diffuse customer resistance and show you welcome an open discussion. Reduce your tendency to be defensive and collect your thoughts by saying:

"That's a good question..."

"You bring up a good point..."

"I appreciate your interest in that..."

"Thanks for reminding me to cover that..."

2. Clarify your understanding of the problem.

To isolate their concern, ask:

"What has been your experience with our product?"

"What was it about your product that attracted you to buy it?"

"How much money is too much?"

"What do you mean?"

"Why?"

3. Provide a direct answer to the question or objection.

Don't try to bluff your way through the sales call. You will lose credibility and the business. Pros anticipate objections in advance, write them down and practice! Practice! Practice!

4. Use proof sources.

Clinical articles, product surveys, research results and customer endorsements are excellent ways to demonstrate product performance.

5. Ask if you have answered their question.

Offer additional support only if it relates to their concerns.

6. Ask for additional concerns or questions

7. Ask for the order.

Once you have proven your product is the best alternative for their needs, you have earned the right to ask for the order, so do it!

The next time objections put the brakes on your selling efforts, use these ideas and enjoy the ride on the road to successful selling!


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Anita Sirianni is a professional writer, speaker, and “sales coach” in high demand. She is the president of ANSIR International and can be reached at 800-471-2619. Her web-site is www.AnitaSirianni.com