Every sales person has had to overcome an objection. Some even find a new line of work because of them. If your income depends on the sale then chances are you have found a way to overcome objections and even discovered the secret of how to make them work for you, not against you.
The first mistake we usually make is assuming we know what the customer is going to object to. We have crafted our response even before they are done speaking.
Thinking we know exactly what is on their mind, we interrupt the customer with our response. In effect, we have answered an objection with an objection and most customers would be on their way to the door.
It is proven that most of us quit listening to the customer and begin formulating our answer after the first seven words. Even worse, after ten words we are nowhere to be found, off in our own world piecing together our response.
Truth is, most of the time, we don’t know the full extent of the objection because we didn’t hear it.
Just think about the wealth of information we are missing out on. Key buying signals, who the decision maker is, plus an abundance of information on how to close the sale. All this valuable information into the air, lost forever.
Is it any wonder that we fear objections? Fact is 70% of the time we don’t even know what the objections are because we haven’t let the customer finish telling us? Now that is scary.
Rewind the tape to the beginning only this time we are prepared for the objection. We even expect, see it coming from a crossed the room. And because we are expecting it, we make sure we catch all the details.
This time we agree with the customer and nodded our head to let them know we heard every word. This time our information bank is full and we plan a response that addresses all of the issues.
Because we have addressed all of the customer’s issues the objection now becomes a vehicle for us to show our prowess and expertise. It builds customer confidence and positions us as an expert, someone the customer wants to do business with.
Not a whole lot to fear now is there? At this point you should look forward to an objection so you can establish yourself as the expert and move closer to the sale.
Objections are uncomfortable because of our state of mind towards them and the fear of the unknown. If you change your state of mind and think through any objections then there is nothing to fear (but fear itself…..).
You have just discovered the secret to making objections work for you. An objection is now a way to draw the customer one step closer. Now we have something very powerful!
Gregg Zban is a General Manager with Coca-Cola Enterprises and has created a website dedicated to better Time Management, Sales Training, Interview Coaching, Leadership Development and more!
To learn more please visit www.Choice-Time-Management.com
For freebies please visit www.GreggZban.com
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