Article: You can love objections

19th September 2017 | By Frances Pratt

learn to love objections

What are objections?

There are two kinds of objections. First there are the logical, straight forward questions that people ask about buying or using your product or service.  Most of these are easily dealt with. What strikes fear into the heart of the unwary seller are the hidden fears that people have.

The truth is that people will assume that you are aware of their objections and so have the answers for them.  Or will at the minimum assume that it is your job to coax it out of them.  Well here I agree.  It is your job.  

Once you know that someone has an objection, you have a fighting chance of exploring the reasons behind it, and once you understand and can effectively answer and overcome this.

Why Objections Exist

Before I go into the how … I want to first explain why objections exist.  All objections in one or another relate to a fear that the customer has.  Fear is not rational and so often the first objection that is explored is not the real one, because you have to pass the test of answering it successfully to get to the ‘real’ issue. 

How to Listen and Answer Objections

Listen to the Objection.  Let the person take time so that you understand exactly what's bothering them.  Look at how they are sitting as you can pick up some really valuable clues from the way a prospect says and phrases their objection.

Ask some questions.  Make sure you really understand what this means for the company, the person and others that this decision may impact.

Confirm it with your client.  Once you are sure you have a handle on this, state your understanding of the problem to them. 
“ What I have heard is that you concerned about ____________”
This gives them a chance to further clarify if needed. 

Explore. Once you have the first reason, explore.  Often this isn’t the real underlying concern. The person may not want to tell you the real reason first (as it is often personal and emotionally based).  So explore some more for the implications of this:
‘You mentioned _________ can you tell me how you have experienced that problem in the past?  What has it meant for you / your team / your company.

Answer the Objection. You understand the objection – now you can answer it.  But remember, what they are really talking about is fear and your job is to answer the logical question AND address the underlying fear.  Again stories about other clients and how they overcame the same objection are perfect here.

Are they satisfied?  Have you answered their objection?  Are there other areas that need to be explored? 

Rinse and repeat.

Can't wait to hear what you do with this ! Let me know how you go by commenting below.

For the love of sales,
Frances!

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