A Three Step Process For Overcoming Objections And Closing Sales

Even the most experienced sales people have to face client objections as part and parcel of their sales job

. Whilst I wouldn't be so bold as to say that you can overcome every objection, the process that follows, which forms the foundation of consultative sales techniques as taught on our sales training programmes, will give you a much greater chance of handling such objections well. And if you handle client objections well you will be able to close more mutually beneficial business for both sides and this in turn will lead to much higher job satisfaction for you.

Some clients raise clear unambiguous objections during your sales presentation, such as "I want delivery on Monday not Tuesday". These objections are easy for the sales person to handle and rarely cause issues on sales training courses. However, very often, the objection is articulated less clearly by the customer using a phrase such as, "I don't think it's right for us", or, "the men on the shop floor wouldn't wear it". Whilst they are themselves valid as objections, they are far too vague for a sales person to handle immediately. This is where the three stage formula for handling objections can be particularly useful.

The initial step in the three step process is to refine the client's objection. This is to make it meaningful, specific, or quantifiable so you can deal with it. You can do this by asking a question such as "Do you mind if I ask why you say that?" By asking this question we make the customer re-phrase their objection and articulate its real underlying meaning. If we can do this we are on our way to overcoming the objection.

Having refined the objection we now want to be sure that this is the only reason why our prospect is reluctant to proceed with the purchase. It would be a complete waste of your and the client's time if you solved the objection and were then greeted by a load more. Thus the next step in the three step process is to isolate the client's objection. This can be acomplished by asking the client another question along the lines of "if we overcome that can we go ahead"?" The answer given by the customer will quickly indicate to us if there are any more skeletons in the cupboard that we need to deal with. If there are none, then the finish line is in sight.

Now that we know the reason for the objection and we have established that it's the one thing preventing the sale from taking place, we must move into the final stage of the three stage formula. In this stage we now need to take a pro-active stance with the customer, using justification. This means repositioning the client's argument. Instead of concentrating on the reason not to order, our proposal to the client should now help them focus on, and consider, the additional benefits they will get that arise from their very concerns. So, for example, if the objection is "Too dear", they really want to know what extra gain will come their way by proceeding with our more expensive offer and we should explain this. If, on the other hand, they state that "Its too large", they are enquiring as to why it is constructed in that way and what they will get for their money. Again we need to address these concerns.

So, to summarise, the three stage formula for objection handling involves refining the objection, establishing that it is the only objection and then overcoming the objection with pro-active justification. By adhering to this three-step process, as demonstrated on our sales training courses, you will be well down the path to developing the skills needed to become a professional salesperson.

by: Richard Stone

POST COMMENT

Simple Ways To Generate Sales Leads How to Get your Readers Enthusiasm through a Good Initial Sales Copy Opening What Should I Say If My Prospect Asks, "is This Sales?" Team Work And The Sales Force Why the Salesperson Needs to Know the Psychology of Product sales The Worldmark Anaheim Resort Timeshare Resales The Sales Apprentice 2009: Sales Training Tips From The Hit Tv Show: Part V The Sign of a True Sales Pro - Admitting We're Never Too Good for Coaching How To Create Stickers That Improve Sales Sales Career - How to Start Having Success in Sales Opportunities Career Sales - 7 Steps to Make Your Sales Start to Skyrocket Job Sales - How Not to Do Well in Sales Sales Made Easy