How to deal with objections.... #36
- Adrian Dionisio - business737 owner
- Sep 25, 2021
- 7 min read
Updated: Apr 25, 2024
There are various approaches and techniques that can strip a prospect of all objections and make them feel that the only logical option is to buy. The most important concept is to establish Value (read more here).
Establish, in the prospect’s mind, the significance of what you are selling (read about sales hacks). Each close you use should be an educational process by which you are able to raise the value of the product or service in the prospect’s mind. Remember that people buy benefits.
You always have to deal with the fear factor in people’s mind. The fear of loss. The worry that they are making a mistake if they say yes, even though they can see that value exceeds price (read about pricing strategies).
For many, the fear of loss is greater than the desire for gain Do not lie or mislead by omission. Instead, give the prospect a reason to buy, an excuse for buying, or information so that they can intelligently act in their own best interests
All prospects want is to be right and they all want to be understood.
At the point of purchase they are all afraid that they are going to make a mistake – as a result they are “not quite normal” at this point – heartbeat increases, fear is there and fear affects judgement. Prospects want is reassurance that they are making the right decision.
Believe in yourself and your business. The prospect is persuaded more by the depth of your conviction than by the height of logic. The best salespeople find it inconceivable that anybody would not want what they’re selling. You need to establish in the prospect’s mind the fact that he’s safe in dealing with you and he won’t lose money or face by buying from you but he will lose (product benefits) if he doesn’t. Sit on the prospects side of the table, anticipate the objections, then answer those objections in your presentation.
Tactics to deal with objections
Answer objections before they occur
The best time to answer the objection- is before it occurs. If there are any objections, it is better to bring them out early so you can deal with them as part of your presentation rather than at the end. If you can smoke out the objection early you can sell on the offense. The object is not to defeat the prospect but to convince the prospect that if he makes the purchase he is going ton be happier and better off as a result.
Ask questions
Use any objection as a question. Use this question as a catalyst to get the prospect involved in the sales process. Use the objection as the reason they should buy and urge them to go ahead and don exactly that.
Get them involved
The best way to make the sale is to get the prospect involved. With this mindset we can be delighted about any objection. Good lawyers probe and search for the best ways they can identify the problem – so they can come up with solutions. When handling objections one of the most important things to do is ask questions. Remember – ask questions to sell. Rephrase and soften the objection. Be gentle when you go on the offensive
"So your question is? Is that correct?"
"If I understand correctly you want to know……? Is that right?"
"I’m sure you have a good reason for your lack of interest. Would you share it with me ?
You have some good reason for saying that – do you mind if I ask what it is?”
""Mr Prospect is this the only thing that stands between you and ownership of this….or is there something else you need to consider?"
Tell me , in addition to these things is there any other reason you could not go ahead and change your life for the better by signing up for these services?
There must be some other reason you are hesitating. Would you mind if I ask what that reason is?
Don’t argue, get defensive or try to justify anything. Quietly and casually put the ball back in their court.
"Is it too much?” (wait for reply)…… what do you think would be a fair exchange?”
Remember that some people automatically say no. That’s why it is a mistake to try to give all the information straight away, before you even try to close. Many times people say no because they want more info and to feel more secure. Therefore try for the close as soon as you have established value and aroused desire BUT before you give all the information.
Start logically and end emotionally
People want to know what's in it for them and what they stand to gain. Remember buying is emotional (read more here). Communicate the predominated emotions and benefits associated with your business's offering.
Benefits matter more than features, so, communicate the emotions associated with your brand, product & service. It’s all about what the customer wants, needs and desires. All of these are, to a huge degree, based on emotion. Appeal to the emotions will be more successful in satisfying these perceived wants, needs and desires
The customer is the biggest winner
The customer is the biggest winner in an ethical sales transaction. When you truly care about your customer, when your business is providing real value, it naturally becomes your duty to ask for the sale. You are being selfish or at least unconcerned, when you don’t.
“There is seldom a perfect time to do anything, children, mortgage, getting married – with this in mind can you think of any reason you should not, at this moment, treat you and your family as well as you deserve to be treated?”
Price Objections
You’re going to be concerned about price one time. The day you buy. You’re going be concerned about quality for the life of the product itself.
The common law of business prohibits paying a little and getting a lot. It can’t be done. It’s unwise to pay to little. When you pay too much you lose a little money, that is all. When you pay too little, you sometimes lose everything because the thing you bought was incapable of doing what it was bought to do!
If you deal with the lowest bidder, it is well to add something for the risk you run. If you do that you will have enough to pay for something better. That makes sense doesn’t it?
Wouldn’t it have been better to have paid a little more than you expected, than a little less you should, to get exactly what you wanted and needed? If you count satisfaction and personal pride than your really are getting a bargain when you invest in quality.
Is it price or cost you are concerned with? “Cheap” costs more. Price is a one -time thing, cost is something you are going to be concerned about for as long as you’ve got the product.
Would you agree that, as a practical matter, a product is worth what it can do for you and not what you have to pay for it? With this premise as the foundation take a good look at exactly what your product can do for the customer.
Most people, with experience, understand that good things are not cheap and cheap things are seldom good. People forget price but they’ll never forget poor quality or a poor choice.
It is easier to explain price one time than to apologise for quality forever.
Break down price into a figure that is so low the prospect can visualise ownership because they can now see it as affordable. Break it down into cost per day / week / month etc. Make it easy for the prospect to buy.
Help the customer understand that it will cost more to do nothing about the problem than to do something about it. When the prospects clearly understands this, that it costs more not to invest than it does to invest – he will invest – if you ask him to, and help him figure out a simple way to make the financial arrangements.
You can't significantly change or lower the price but you can dramatically change the value. This is done through additional information. Educate prospects that the price is competitive, that your business will deliver what is promised, and that your guarantee is more than fair. This will make them comfortable in making a yes decisions. When you show that the price is more than fair and the product is worth every penny they will go ahead and take advantage of the offer.
Counteracting the stall “I have to think about it”
The stall can be counteracted by 4 questions;
Do you like it?
Do you want it?
Can you afford it?
When do you want to start enjoying the benefits?
Often it is obvious that they like and want what is offered. The price will stay the same or increase, so the only real question is when do they want to start to enjoy the benefits?
Are they really saying that they don’t like the product? Ask them to be frank for a moment. Is there something that concerns them? Something else that they need to know? Do they not think they should start enjoying the benefits now?
Finally
There are 5 basic reasons why people will not buy
No need
No money
No hurry
No desire
No trust
Recognise and counteract these reasons that stop people buying from you. Solve problems for you customers so that they need and want what your business is offering. Offer a variety of purchase options and payment plans. Create urgency and scarcity.
Educate and teach so you position yourself as an authority and build trust and confidence. Think from the customers point of view, provide a unique experience and think how would you like to be reassured and treated if you were in their shoes.
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