The challenge of objections

They are part and parcel of every sales situation, so the sooner you learn how to deal with them, the more successful your sales activities will be

How do you react when an objection first arises, especially at the beginning of the conversation?

1. Skilfully ignore it

Learn to love objections, welcome them and make them one of your best allies to achieve a sale, but first learn to ignore them.

When an objection first arises you don't know whether it's a real objection or not, so ignore it. If it's a true objection it will crop up again, and that's when you tackle it.

You treat the first objection as an excuse or red herring and take no notice, attempting to stimulate interest and create desire. Otherwise, if you take each objection at face value and attempt to overcome it, you will find yourself clambering over hurdle after hurdle and still never getting anywhere.

So, what is an objection?

A natural human reaction

When do objections occur?

At any time

What can they signify?

Apart from being a natural human reaction, why do they occur and what else can objections indicate?

• A sign of interest
  
  Your prospect is indicating that he seeks more information
• A misunderstanding
  
  Certain points haven't been explained to him properly
• An actual disadvantage
  
  The prospect perceives a real disadvantage to him in your offer

Whatever the reason for this objection, take responsibility for it. It could be that you've

• Skimped on establishing, refining and committing the prospect to his need and his desire to find a solution for it
• Been talking at the prospect about your product or service and not with him about his business and his needs
• "Rubbed the prospect up the wrong way"
• Been talking with someone who does not have the authority to buy

The list is potentially endless.

In the examples given here, the first often happens if you're not very confident - nerves can make you try to get the call over with as quickly as possible (either on the telephone or face-to-face). It's a false economy, though, and you won't make many sales until you learn how to put it right.

The second is usually down to inexperience. They are each salvageable but you'll need to work hard to claw your way back into the conversation to do so.

If you find there's an antagonistic element creeping into your some of your sales calls they're going to be an uphill struggle, no matter how good your product or service is, so with regard to the third instance, you need to accept that the onus is on you to better understand people, tune into their wavelength and help avoid this happening.

In the fourth example you've kind of backed yourself into a corner as it will be difficult for the prospect at this stage to admit he's not the decision maker without losing face.

In any and all instances, what you need to do is:

2. Adopt the right mindset

Don't be confrontational: If you bear in mind that what you are ultimately trying to do is establish this particular prospect's need and explore together how your product or service can fulfil that need, this shift in mindset and attitude will come across and your prospect will respond in a more positive way.

You must be sincere. If you're not, that too will come across and you'll fall flat on your face.

3. Now you can handle the objection

You have several choices as to how:

• First welcome it
• Then repeat it
• Or restate it
• Or isolate it

4. And, finally, you can overcome it

By giving reasons, selling points and benefits and appropriate testimonials.

Always bear in mind the golden rule: Never argue with a prospect or customer - if you do, you'll lose.