Overcoming Objections in Sales
Selling a product or a service can be difficult, especially if the customer has an objection. No matter what the argument may be, a professional salesperson needs the skills and strategies to turn a potential negative into a statement about the product or service that shows confidence and knowledge. In order to achieve maximum success in sales, it is essential to understand objections and techniques for overcoming them.
What Is an Objection and How to Spot It
An objection is a customer’s excuse or reason why they don’t want to move forward with the sale. It can be a question, a doubt, a concern or even a complaint. Common objections include “It’s too expensive,” “I’m not sure I need it,” and “I want to think about it.”
Identifying objections requires listening and observation of the customer’s behavior. Asking clarifying questions is beneficial and should enable the salesperson to clearly recognize any objections.
Common Objections in Sales
To anticipate objections, it is important to have an understanding of the most common sales objections.
• “It’s too expensive”
• “I need to think about it”
• “I need to shop around”
• “I don’t have the money”
• “It’s too complicated”
• “I’ll get back to you”
• “I have to speak to someone else”
• “I don’t need it”
• “It’s not what I’m looking for”
• “I don’t understand”
• “I need more information”
• “I don’t trust the product/service”
• “It’s too difficult to use”
• “I’m not sure it will work for me”
• “I’m not sure this is right for me”
It is important to remember that objections can be expressed in different ways and for different reasons. It is important to be able to read between the customer’s words, so as to determine their true motive behind the objection.
Strategies for Overcoming Objections in Sales
To successfully overcome objections, a salesperson needs to be prepared to handle any customer-related challenges. Here are some strategies for effective sales when faced with an objection.
- Listen
Don’t just wait for the customer to stop talking. Listen actively and understand where they’re coming from. Show customers that you are listening and that you value their opinion.
- Acknowledge
Let the customer know that their objection is valid and that you understand their standpoint. Show them that you’re not just trying to push your product/service onto them, but that you’re really listening and willing to help them solve their issue.
- Ask Questions
Asking the right questions can help you get to the heart of the customer’s issue. This will give you the chance to address their concerns more directly and provide more accurate solutions.
- Find Common Ground
Find common ground between the customer’s needs and the features of the product/service you are selling. For example, if the customer is concerned about price, emphasize the features that make the price worthwhile.
- Be Friendly and Positive
It can help to build rapport with the customer by being friendly and positive. Smile and be confident, even when confronted with an objection.
- Address the Money Issue
When the customer states that they don’t have the money, try to convince them otherwise. A good salesperson should be equipped with arguments that can make buyers confident that they are getting a good value for their money.
- Assure Quality
Engage in genuine conversation and reassure the customer of the quality of the product/service. Offer additional services, such as warranties and maintenance plans, to make customers feel confident about their purchase.
- Close the Sale
Try to close the sale with a clear, concise statement about the product/service that conveys your in-depth knowledge and increases the customer’s confidence in the purchase.
It is essential for salespeople to master the art of overcoming objections. This can be accomplished through an understanding of common objections, as well as the application of various strategies including listening, asking questions, acknowledging the objection, finding common ground, being friendly, talking money, and assuring quality. With the right attitude and preparation, any salesperson can be successful in negotiating with customers and managing objections.