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The Objection Detective
“It cost’s too much,” “I need to think it over,” “I prefer to do business with_____,” “I have to ask my spouse,” etc, etc, etc! Have you ever heard these words? If you have been selling for more than a couple of days, you have. Do these words send chills down your spine?
Why do some salespeople hate objections? Probably because they feel it disrupts the flow of their sales pitch. Or perhaps they believe that the objection signals to them that they have lost the sale. Neither of these is true. An objection should never be considered a disruption or a loss. Objections are simply the customer’s way of asking for more information.
So, instead of doing your best to avoid objections you need to become an "Objection Detective." Make it your job to unearth every objection that the customer has. Have a "bring it on" attitude to objections. Because they are not the END of the sale they are the BEGINNING of the opportunity to understand your customer better and provide them with what they need to make an informed purchase.
Many salespeople think it is best to leave the objection buried. Perhaps if they ignore it, it will go away. But, when you do that, it eventually will come back to haunt you. Like any infection left untreated, it will only grow and grow. Your job is to surface it, clean it and move on in the sales process. Unanswered objections lead to lost sales or the need to lower the price to keep the sale.
So, how do you go about becoming an Objection Detective? You have to listen very carefully to what the customer is telling you. Sure you need to hear the words they are saying, but it is even more important to hear what they are not saying. Customers talk to us in all sorts of ways. Their body language, facial expressions and tone of voice often provide more information than their words. Watch for the sometimes subtle (and not so subtle) changes in a customer’s demeanor and then ask the questions that will uncover the issue. If you see that your customer stops making eye contact or starts fidgeting or looking at his watch, it is time to slow down or back up and find out the source of their discomfort. Even a slight change can signify a serious underlying objection.
What are some of the types of objection? Price, Time, Fear are some big ones. Let’s take a look at each of these in more detail.
Price
When you get a price objection, don’t immediately lower your price, instead hear what your customer is really saying. They are telling you that there doesn’t seem to be enough value for the price.
Value doesn’t mean talking about “feature, feature, feature.” Value is always in the heart of the customer. You need to know what is important to your customer and then make sure your products meet those needs. The phrase “what this means to you is” is a great way to talk about the IMPACT those features have on your customer’s life.
Time
If your customers are looking at their watch or saying “they have another appointment” make sure you look for the clues as to what led to this. Either they really have an appointment (in which case simply make another appointment with them.) Otherwise, think back to where the sale might have gone bad. When did you first notice a change in their demeanor? If you can’t figure out where the problem is, simply ask. You would be surprised at how you can turn someone around by asking if there is an issue. If they are honest and tell you what the problem is, make sure you change your approach immediately.
Fear
If your customer seems to be fearful of making a decision, ask the questions that will help you better understand where your customers fear is coming from.Then slow down and provide them with information that will ease those fears. Providing your customer with referrals, reference letters, and/or articles about your product or service will help.
By using a combination of active listening and providing valuable feedback you can uncover and answer most objections. The more objections you uncover and answer, the easier the close will be. And you want an easy close don't you? So become an “Objection Detective” and win your customers business!
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Laurie Brown is an international speaker, trainer and consultant who helps people improve their sales, service and presentation skills. She is the author of The Teleprompter Manual, for Executives, Politicians, Broadcasters and Speakers. Laurie can be contacted through www.thedifference.net, or 1-877.999.3433, or at lauriebrown@thedifference.net
