Uncover the Hidden Objection
Uncover the Hidden Objection
Uncover the Hidden Objection
Many salespersons become very uncomfortable with one particular area of the Sales Process. I am speaking about none other than OBJECTIONS.
To define an Objection is to say that it is obstruction that prevents a prospective client from buying your product or service.
For a Rookie in the business of sales (especially insurance sales) it is an unfortunate irony that the Rookie will more than likely receive his/her fair share of objections at the start of the career than any other time. The main reason for this is the lack of experience. More than likely the Rookie does not have the experience to present in a manner that will address the "objection" before it is presented by the prospect.
The good news is that Sales Objections should NOT be feared. Yes, this is easy for me or any other experienced sales person to say and may not be so easy for a Rookie but, there are positives that make this concept of accepting Objections possible. Here are the two (2) main areas:
Objections are real! People may have genuine reason to object such as having:
NO Time
NO Money
NO Hurry
NO Need
Your prospect is listening and may be very interested and need clarification.
In my book, "The New Recruit and the Sales Process" I refer to an objection as "THE SINCERITY STATEMENT"
"I like to call it THE SINCERITY STATEMENT because when a prospect or client gives you an objection there is usually a very real reason. However, he/she may not tell you his/her real reason. They might tell you something above what the truth is but rarely would you find them actually telling you the underlying truth"
Michelle Havelock, RFC - The New Recruit and The Sales Process
In training we learn the "how to" of handling objections with a defined step by step process as indicated by the following points:
Do not react with fear or the look of being astonished when faced with an objection but rather breathe and don't panic anticipate the objection.
Do not try to argue but rather acknowledge the objection being presented. It may seem irrelevant to you but to your prospect it is important. By acknowledging the objection it allows you the opportunity to gather your thoughts to address same.
Ask questions. Asking questions addresses two (2) main areas:You uncover the real objection by clarifying what is being said
It demonstrates that you are interested in you prospect and the concern(s) brought to your attention
Get feedback from your prospect and ensure you are both "on the same page"
However, although there are the very common reasons why a prospect will object, many times the reason the prospect is hesitant is hidden.
So the big question is:HOW DO WE UNCOVER THE HIDDEN OBJECTIONS?
Often times a prospect will delay in buying from you the sales person and the reason for the delay is usually one that the prospect/buyer does not want to disclose to you. This is known as the HIDDEN OBJECTION.
From time to time you will come across a prospect who will hide their true objections from you and often times you will find that he/she may seem to act a bit irrational.
The good sales person will not be troubled by this reaction, especially when he/she has done a great presentation with only "yes" responses and then at the end hear a prospect say, "give me a week or thereabout." This more than ever can literally stun the good presenter who would probably not know what to do at the moment given the fact that he/ she has answered/addressed every objection raised throughout the interview.
You may attempt to handle by saying:
"I appreciate Mr. Prospect that you will like to have a week or so to decide about this recommendation but I must ask What is there to think over? Perhaps I have not explained everything clearly" to which the prospect may respond: "you did a great job, everything is clear; just leave it for now"
Yes, ALL the objections were well handled except one. The Hidden One!
The next step is to UNCOVER the hidden objection and we do so by developing and implementing strategies and techniques to deal with same.
From this point on, I will be offering to you some ideas and hope that once tried and it works well for you, you will continue to practice and perfect your skills in uncovering the hidden objection.
Invite the Prospect to finish a sentence:
When a prospect is caught off-guard to voice a thought, you are guaranteed to hear the truth, more often than not. A simple example is, "and your other reason for not making a decision now would be.?"
When asking this question you are to look the prospect directly in his/her eyes, keeping your composure and tone in tact so as not to be rude or overly aggressive. This technique should only be used at THE CLOSE.
Remember you are dealing with uncovering the hidden objection to be able to address it before actually closing the sale.
Keep Asking:
A prospect will almost never tell you their real objection. My advice to you is to continue asking them what concerns them about making a buying decision and do so until they can tell you they can think of nothing else.
A point to note is; you must maintain composure and handle the matter professionally while showing concern relative to the points raised by the prospect. Once the hidden objective is identified then you deal with it accordingly.
Get the Prospect to write:
At the point following your well prepared presentation where you anticipate an objection may arise, ask your prospect's permission to clarify anything he/she did not understand. As the prospect does this you have the opportunity to reiterate value relative to their goals but what is even more profound is to first get them to write down the rewards you are listing. Why? As it is being written the prospect will soon begin to realize that the rewards more than out-way the risks presented.
Get the Prospect to "tick" (think)
Tell your prospect you want him/her to participate in a little exercise. On your notepad write down at least three (3) reasons why they need your recommendation then ask your prospect to put a check/place a tick on the reason(s) that appeal most to them. This technique also helps the prospect to think some more about your offer and volunteer any hidden objections which you can skillfully handle.
Create curiosity by creating urgency and let them ask:
After you have presented your benefits and recommendations, more than likely you would have created urgency as to why they need this product now! Don't tell them the cost but instead create an atmosphere of anxiety for the prospect to know more and who will undoubtedly ask the price of your recommendation.
After giving the prospect the price, a technique used to get the client to voice a concern/objection would be to instantaneously pick up the application and say, "you have made a smart choice. The same most of my clients have made." If the cash or cheque book emerges, you have closed without hidden objections. However, if there are objections you'll soon find out and can invite the prospect to finish the sentence.
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