SalesMotivation.net

by Anita Sirianni

When you encounter road construction while driving and there is a roadblock, do you turn around and go home? No! You take the detour! When many salespeople are faced with “road blocks” in their selling efforts they often give up! A better solution to handling objections and customer resistance is to set up a detour–to the sale!

Learning to overcome objections effectively starts with a change in attitude. It is natural to feel defensive when encountering objections. 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?”

Consider the following ways to handle customer resistance:

! Objections are the customer’s way of getting a different view of the situation. Customers 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.

! Objections are the customers way of collecting more information to evaluate the product. Questions demonstrate a greater interest in your product and the customer sees you as a resource. REMEMBER: You are the only professional journal some healthcare professionals read!

! Objections are the Prospect’s way of asking you to help him “bridge the gap”. Look at objections as “gateways” to your customer’s thought process! Don’t let prospects put you on the defensive. You will lose your power, you will lose your influence and you will compromise your edge. You are the product expert. 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 this 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.

! Objections are expressions of the customers interest and involvement. They show the customer is moving closer to the sale: it is a buying signal! When was the last time you took the time to object to a product you weren’t interested in?

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. Make a list of the objections you encounter for two weeks. Chances are, it will include 90% of the resistance you will ever face.

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. Close. Once you have proven your product is the best alternative for their needs, ask for the order. You’ve earned 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!