CHAMPION STRATEGIS

Strategies for customer centered selling success

July 17, 2010                                                                                             Newsletter # 1511

Objections are a Good Way of Selling Your Product or Services

The best sale consultants understand that answering objections is a natural part of the sales process. The best way to answer an objection is before it is brought up by the guest, client or prospect. Realize objections are actually healthy communication and that, when the client verbalizes an objection, a process to handle that objection is more effective than a razor-sharp response.

This three part series is going to discuss that simple process to handle any objection:  Step 1 – Clarify, Step 2 – Validate, Step 3 – Isolate the Primary Objection.

To begin, let us make sure that we are all on the same page as to how we perceive objection. Most of us, are in agreement that the majority of objections are because we have not explained our product or service effectively enough. It is completely our responsibility if the prospect does not understand why they need our product or service.

It takes a lot of inner strength to accept that responsibility. But when you do take that responsibility, you have total control over the sales process which in turn gives you control over the results.

Now, there are some individuals out there that do not want that much control. There would rather be able to point their finger and blame the results on outside forces. This thought process imprisons them forever in situations and circumstances they have no control over. So, if we want to control our results and the burden of communication on our shoulders, then we must not only admit that to our selves, but we must also admit it to those who were communicating with in the sales process.

How we go by doing that is very simple. When someone throws you an objection, your first step is to validate that objection. This means that you let them know that they are bringing up a valid point, that their concern is legitimate and that you appreciate them asking. We do this by listening, actually listening, not formulating a response before they finish or trying to remembering the answer to that objection in our sales manual.

I think countless sales people get caught up in a verbal battle of wits, because they have a scripted answer to every possible objection memorized. That is fine if you want to debate with your prospect, but if you want to engage in a debate, just realize that will mean that someone will win and someone will loose. Even if you win the debate, you will most likely loose the sales.

To validate an objection, the first words out of your mouth then, should be ‘That is a great question,’ or ‘Good question Jane,’ or ‘I am glad you asked that.’ It is as simple as that and it must begin with you listening and sincerely welcoming the objection.

Those words will give the prospects the confidence to be honest with you, as they make their decision whether or not to do business with you. If they are made to feel silly or stupid when they ask a question, the chances of them asking another is very low and then, communication stops and everyone looses. When you validate their questions, aka objection, they feel secure about more asking questions. They also trust you more and are more willing to tell you the truth, the whole truth and nothing but the truth. Let them know that you are on their side.

When they understand that true communication can begin and you can move to our next step in the process – clarifying the objection.

Yesterday we broke down the power of having a system to use for answering sales objections. Then we talked about the first step to answering objections which is to validate what the person has said.

Today we are going to talk about the second step in the system for answer objections which is to clarify the objection. Once our prospect or client knows that we are listening to them by validating their objection, we must figure out what they are truly objecting to.

The dictionary defines “clarify” as: to make clear, easier to understand, to clear up confusion or uncertainly. This is exactly what must be accomplished because many objections are ambiguous or a wondering generality. To answer someone’s question properly, we take it from that generality to a specific.

How that is done, you might ask. The answer is very simple. You asked a question back to them. And this is important to understand: The person asking the questions is in control of the conversation. I repeat, the person asking the questions is in control of the conversation.

Many times we feel obligated to answer a question as soon as they are finished or sometimes even before they are finish asking. We do this because we want them to feel that we know all of the answers. The reality is, 9 times out of 10, they are not going to judge you by the speed of your response, but by the quality of your answer. The quality increases exponentially with the clarity of the information you have received.

So, how we do this? Well, there are number of the different ways and everyone will have their own style. Some of the questions that are great to asked are:

  • Can you tell me more about that?
  • How do you mean?
  • What do you mean by that?
  • Can you help me understand more?
  • There is no right or wrong here. There will usually be a good, better and best. Try find a “question style” that works for you.

An important reminder though is the validation. If someone asked a question or objection, do not fire the question back to them. If they say, “I think I need some more time,” do not say, what do you need time for? Slow down, validate, and then clarify.

If they say, “I think I need more time.”

A great validating and clarifying response would be:

“Oh of course you need more time in making an important decision like this. Let me asked you, do you need more time to decide if you want to work with me or is it that you need more time to figure out if this is the right product for you?”

Here is another example of a prospect objecting over the phone.

If they say, “Send me more information.”

 

 

A great validating and clarifying response would be:

“Oh yes, I am glad you asked. I would happy to send you some more information. Let me ask you, do you want to see more information on our specific product lines or on our credentials?”

Give them some good options and get them to be specific. You will see exactly what they want more clearly. By clarifying, you will open a dialogue. Continue to dig deeper by asking more questions to clarifying exactly what your prospect wants from you. That digging and drawing up a hidden objection would be our topic tomorrow.

 

The last two days we have been talking about the system to answering objections. First you validate the objection, and then you clarify the objection. Before we continue with the third step, which is isolating the primary objection, it is very important to understand a principle that applies to any system.

Whether you are using a system to answer objection or to remember names, you need to follow the steps of the system much like following a recipe to bake a pie. When you have recipe, it gives you specific instructions on how to prepare specific ingredients to get a desired result. If you begin to modify the instructions or the ingredients or the amount it changes the results.

Sometimes you end up eating very untasty pie because there are no shortcuts in baking. Likewise, there are no shortcuts when answering objections.

So, once you have validated the objection, that is part number one and clarified what they are objecting to by answering questions you have partaken in a very healthy, open enlightening and trust building exercises with your prospect.

We all know that the ability to communicate with other person impacts that relationship more than any other factor. And people will not do business with people that they do not trust. At this point you have built a lot of trust and you have come to the easiest part of the process, at least it is the easiest part as long as you followed the steps and done your homework. When you have clarified and gotten to the real or hidden objection, you can finally isolate the primary objection and then answer it

What do you mean by isolated? Sort out what you have heard and determine what they are concerned with and what their primarily invitation is, and at this point the answering begins.

When I said home work before, I meant that you should have taken some time to ask yourself all of the possible objections you can think of. You do not necessary need all of the answers scripted but you should be prepared. You do not need to fly by the seat of your pants. And as you begin to answer their objection, you feel a beautiful thing developed because as you have listened to their concerns and built trust with them they now will listen to you.

It is amazing how much someone will listen if they felt that person understands them and has listened to them, and that is all we can ask. I would like to wish you the best of success as you continue your quest for self improvement and closing sales.

Many salespeople struggle with objections, because they are trying to answer the wrong objection. People buy because they see the value in what you are selling. People will NOT buy when they see little or no value for themselves.

 

Nevertheless, there are also times when people see the value, but still are reluctant to buy. In this case, it may be a matter of budget. They simply do not have the money to obtain the value they desire.

People are often reluctant to come right out and tell you the true source of their objection. If you run into objections, review your demonstration to make sure you are hitting the right value buttons. If that’s all in order, then bring out that last big benefit that you were holding back just in case.

If that still doesn’t move them, then it could actually be a price issue. This does NOT mean that you must lower the price. It does mean that you have to figure out what their real objection is.

But if they agree that all the benefits you raised are important to them, then try asking this question.

Does the price of this particular item seem too high, or is it just more than you wanted to spend today?

If they say that this price of this particular item is too high, it indicates that they do not feel that the value exceeds the price. But don’t cut your price. Increase the value. Give them some additional benefits and close again.

If they say that it’s more than they wanted to spend today, this indicates that it is a budget issue. So move them to a different product that is within their price range. Don’t be surprised if they end up preferring the benefits available with the more expensive option, and end up finding the money. It happens all the time. But if they choose the lower priced option, you have made the sale, met their need and done it without cutting your price.

I learned this technique from Harry Friedman, founder and President of the Friedman Group. It’s a great way to insure that you are handling the right objection.

Many salespeople struggle with objections, because they are trying to answer the wrong objection. People buy because they see the value in what you are selling. People will NOT buy when they see little or no value for themselves.

Nevertheless, there are also times when people see the value, but still are reluctant to buy. In this case, it may be a matter of budget. They simply do not have the money to obtain the value they desire.

People are often reluctant to come right out and tell you the true source of their objection. If you run into objections, review your demonstration to make sure you are hitting the right value buttons. If that’s all in order, then bring out that last big benefit that you were holding back just in case.

If that still doesn’t move them, then it could actually be a price issue. This does NOT mean that you must lower the price. It does mean that you have to figure out what their real objection is.

But if they agree that all the benefits you raised are important to them, then try asking this question.

 

 

 

Does the price of this particular item seem too high, or is it just more than you wanted to spend today?

If they say that this price of this particular item is too high, it indicates that they do not feel that the value exceeds the price. But don’t cut your price. Increase the value. Give them some additional benefits and close again.

If they say that it’s more than they wanted to spend today, this indicates that it is a budget issue. So move them to a different product that is within their price range. Don’t be surprised if they end up preferring the benefits available with the more expensive option, and end up finding the money. It happens all the time. But if they choose the lower priced option, you have made the sale, met their need and done it without cutting your price.

I learned this technique from Harry Friedman, founder and President of the Friedman Group. It’s a great way to insure that you are handling the right objection.

Have you ever experienced a slump? You know what I mean. You used to be so good at doing something…perhaps hitting a golf ball or a baseball. Perhaps you used to be at the top of your field in your profession, but the creative solutions just aren’t coming like they used to. Or maybe you were number 1 in your sales organization, but lately you just don’t seem to be getting the same results. It’s called a slump.

If you are in this scenario, I just want you to know a few things.

First, you aren’t crazy, there’s nothing wrong with you, and you are not alone. This kind of thing happens to almost everyone at one time or another. Even the best.

Second, although it’s tempting to blame your slump on all kinds of external circumstances, the fact is the essential difference is you. The market hasn’t gotten tougher. Your clients have not become really changed.
Your slump is the result of your actions. It could be external behavior (such as making presentations, or swinging your bat) or your internal behavior (negative thoughts and pictures that you replay in your mind).
The secret to getting out of your slump lies in identifying the behavior that is causing your difficulties, and then correcting your current behavior. It may not be easy, but it’s really that simple.

Third, although being in a slump is frustrating, scary, and just plain no fun, it need not be permanent. Here’s the real deal…you have been there before. You can be there again.

TAKE HEART. Have courage you can dump the slump.

 

Make It A Champion Day!

 

“Sales Training Matters”