Somewhere in the sales process, it is likely that you will face some kind of objection. Here are some tips on how to tackle the challenge of overcoming objections and close the sale!
An objection should be seen as a challenge and something you can overcome. When faced with an objection try and keep calm. Don’t try and respond and overcome it too quickly – keep calm and focus on listening to the objection.
LISTEN AND LEARN
Utilise your active listening skills here. Try not to say too much, but encourage the other person to keep talking with positive feedback, nodding and agreement. Focus on the central theme of the objection and notice what the customer is leaving out as well as what they are saying.
By asking the right questions here, you can find out exactly what the customer is trying to say and identify their real needs. You also need to show the buyer that you understand the problem. Use – Open questions to get more information;-
“Can you tell me more about what happened?” or Closed questions to get specific information or to control the conversation –”When did you receive the letter?”
REFINE THE OBJECTION
Here you should confirm your understanding of what the customer wants. Try and isolate the objection:
“Apart from the concern over (the specific objection) is there anything else concerning you?”You can then seek confirmation and gain some agreement: “If we can resolve this issue, then you will be happy to go ahead?”
DEFINE THE OBJECTION
This part of the process begins by restating the objection back to the buyer to confirm that this is exactly what is worrying them. Confirmation:
“So your concern is that the monthly payments are too high?”
The use of a closed question allows the salesperson to gain confirmation. We are looking for a ‘yes’. You can go no further than a ‘yes’ at this stage. If you get a ‘no’, you need to return to refine the objection stage.
OUTWEIGHING OR OVERCOMING OBJECTIONS
To overcome an objection means you can demonstrate to the buyer that their concern is unfounded. To outweigh the objection means you concede that the buyer’s concern is, in the main, correct, but you can demonstrate compensating factors so that the benefits outweigh the disadvantages.
It is important that when you overcome or outweigh an objection not just to repeat the same things you have already said.
CLOSE THE SALE
Now use the appropriate closing technique to end the conversation and gain commitment.