Overcoming Objections Helps You To Sell More

Overcoming Objections Helps You To Sell More

In a job in sales, even experienced sales professionals will come across customer objections. These objections may be raised due to several reasons, as we are taught on sales training courses. The three most common reasons are that the prospect may not understand the benefits of the sales person's proposal, or they may want to buy the offering but feel that they can get a better deal if they make out that it's not quite right for them, or that the presentation made by the sales person may not have been very convincing. In this last case the underlying reason is that the sales proposal somehow did not meet the customer's real needs.Even the best sales professional has to face objections as part and parcel of their daily sales job. Whilst I wouldn't be so bold as to say that you can win them all, the tips that follow will give you a much higher chance of getting around the objection and securing the business.Sales people - especially those with a strong technical background - will often deluge the client with jargon from their organisation. Whilst the jargon sounds impressive, if your customer doesn't understand it then you will be hindering the sales case. The cure for this problem is for the manager to emphasise to all customer contact staff the importance of giving customers all company infomation using customer friendly words and phrases. The term "Features and benefits" should be replaced with "Benefits and features", which will guarantee that customers and prospects hear what they want to hear.Professional buyers want to secure the best deal they can get and they are very good at doing this. Consequently, they will raise a number of objections whose sole aim is to squeeze the sales person for an additional one, two, or three percent discount.The professional purchaser may verbalise the objection as "too costly", in which case the salesperson must uncover the underlying reason. It could mean that the customer doesn't have enough budget; they are comparing the sales proposal to another proposal supplied by a rival supplier; or they don't perceive the proposal as offering sufficient value for money. Faced with this, the salesperson must uncover the customer's thought process and then justify their asking price by presenting the benefits, which represent the basis for that price in the first place.Alternatively, the professional buyer may inform the salesperson that their offer isn't really quite right for them, but as they've been so nice in dropping by, what would be the best package that they could offer? I have heard sales training experts refer to this as the "Red Herring" technique, where the sales person's attention is deflected away from the real issue - the desire for a better deal - to a made up situation of non-conformity with client requirements. You can certainly anticipate the result.The best method to manage this type of scenario is to constantly search for positive client feedback. If the client has been agreesing to the proposal as the presentation has been progressing, it is considerably harder psychologically to raise such an objection when finally asked for the order. I like to use the example of a motor boat, passing through a number of lock gates. After each gate is closed water fills the lock raising the boat to a higher level. It's just the same with customer feedback - every tiny "yes" that is said makes the last "yes" more of a formality, rather than a key buying decision.Lastly, we have the objection that is raised when the salesperson trying to close the deal, but when the customer really hasn't been persuaded. The key to getting around this type of objection is to prevent it occurring in the first place. The salesperson must discover completely what the customer's needs are. Do they want to minimise accidents? Reduce inventory? Speed up order processing? Are they really under margin pressure, and seeking to lower costs? Unless the real buying motives are uncovered by the sales person, the chances of a sale being made are sorely dented. As sales training experts tell us: It's futile selling your product or service on price, if quality is the main concern of the customer!

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