NOW I MAY BE WIRED differently than most people, but I actually look forward to hearing objections on a sales call. Why? Each objection is a clue. My prospects might want me to slow down; they might need me to provide more information; or they may just need me to make them feel more confident about the purchase. No matter how you slice it, though, the beauty of an objection is that it means the prospect is listening and engaged. The first step in overcoming objections is to confirm how serious they are. Oftentimes, early objections are simply a knee-jerk reaction. Resist fanning a minor objection into a raging inferno due to your assumptions, perceptions and emotions. Control the fire by acknowledging the objection and attempting to move past it. For example, if you’re cold calling a small-business owner to book an appointment, and your prospect says, “We don’t have the budget for your services.” Your response might be, “I understand completely. That’s an issue for most small businesses. The reason for my call is to see if we can actually save you money — dollars you could put towards other improvements.” If your prospect restates the objection, you know that it’s likely significant and not simply a diversionary tactic to get off the phone. Try these strategies for overcoming serious objections. Complement It: Most people use the direct approach for overcoming objections, explaining what they heard and why it isn’t accurate. If you take this approach, you have to be careful not to come across as argumentative. Instead, disarm your prospect and differentiate yourself from the competition by explaining how what you offer can complement what he already has in place, instead of replacing it entirely. For example, your prospect might say, “We use your competitor and are satisfied.” You could respond, “I’m glad you already see the value in this service. Many of my clients find that our service complements those of our competitors. Let’s discuss how.” Prevent It: Every salesperson worth his salt can anticipate common objections. Why not eliminate them by addressing objections before they’re raised? If a common concern is return on investment, strike preemptively like this: “Given the fluctuating economy, small-business owners like you have to scrutinize every investment’s return. We’ll realize a minimum ROI of 25 percent within three months. Let’s talk about how we can do that.” Convert to a Trial Close: When you already have several points of agreement with the prospect and you’re getting buying signals, isolate the main objection and propose a sale if you can reach an acceptable solution. For example, your prospect might say, “I need to wait 90 days before incurring any additional expenses.” You could answer, “Great! So, if I understand you correctly, if we can delay the timing, I have your commitment to move forward.” Peel the Onion: The toughest objection of all is when your prospect says, “I’ll have to think about it.” It signals that you haven’t built enough trust and rapport for the prospect to reveal the real objection. Before you give up, try asking for the objection. It shows that you are genuinely interested in learning about the prospect’s needs. For example, try saying, “I can certainly understand that. This is a big decision, and I want you to feel completely comfortable. Tell me more about what’s causing your hesitation.” Next time a prospect objects, thank him for telling you where he stands, and then use these tips to get the conversation back on the path to success.
