We have all heard objections in our businesses from existing and prospective clients. In my last article Objections in Sales ~ Why You Should LOVE Them! I explained how it was important for you to actively uncover objections to grow your business. The truth is that people will assume that you are aware of their objections already and have the answers for them, without having to ask. At the minimum your client assumes that it is your job to coax objections out of them. Well here I agree. It is your job. But what to you do once you have a live one? Here’s a How To on turning objections around. Once you know that someone has an objection, you have a fighting chance of exploring the reasons behind it, and once you fully understand you can effectively answer and overcome the objection.
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: Answer Objections
1. Listen to the Objection.
Give the person the time they need so that you understand exactly what’s bothering them. Look at how they are sitting and talking as this can give you invaluable clues on how they are feeling; just by the way they say and phrase their objection.
2. Ask questions.
Use questions to dig into and explore the issue so that you really understand what this means for the company, the person and others that this decision may impact.
3. Confirm it with your client.
Once you are sure you have a handle on the objection, 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 further and correct any misunderstandings along the way.
4. Explore the objection
Once you have the first reason, explore further. Often the first concern can be masking the real underlying issue. 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.
5. Answer the Objection.
Once you are sure you understand the objection – 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.
Stories about other clients and how they overcame the same objection are perfect here.
6. Are they satisfied?
Now you need to check in and make sure you have answered their objection and see if there are other areas or issues that need to be explored.
People will buy from you when you have answered their questions and they trust that what you are offering will solve their problem. Answering objections is a perfect way to build trust and rapport. So get out there and find some objections! Happy selling… and would love to know how you get on. Want some more information on Building Trust, visit Frances’s website.
