5 Easy Steps to Overcoming the REAL Objection

As you move through the sales process, the prospect begins to weigh the pros and cons of doing business with you. You’ve presented your product or service and it’s now time for them to make a buying decision. If the prospect decides to do business with you, they’re not only making a financial investment but they’re also saying they trust you’ll deliver what you said you would. At this stage in the meeting, they’re likely to ask questions and raise concerns. These questions and concerns are also known as objections.

Objections are a sign that the customer is interested, not the reverse. Very often they are opportunities to get nearer to closing the sale. Yet many business owners don’t see it this way. They’re uncertain how to respond to the objection, so they come across unsure or end up giving away too much. Sadly, due to lack of preparation, they end up losing the business.

When an objection is raised, it’s not necessarily a stop sign. The prospect may just be saying he or she has not been convinced yet and they want more information before making a buying decision. By making sure you know what the real objection is, you can then determine how to overcome it and prepare your response.

The most common objections used are:

• “I’m happy with my current vendor.”
• “I want to think about it.”
• “I never make quick decisions.”
• “Call me in several months.”
• “Your price is too high.”

These common objections listed above may sound familiar but often are a disguise for the truth. Many times the prospect will not tell you the true objection, for fear of hurting your feelings. When a prospect uses one of the objections listed above, what he or she really means is:

• “I don’t have the money.”
• “I think I can get a better deal elsewhere.”
• “I want to shop around.”
• “I don’t think I need your product.”
• “I have something else in mind.”
• “I don’t like, trust or have confidence in your product.”
• “I’m not impressed with your presentation.”
• “I think your price is too high.”

Here are 5 steps to uncover and overcome the REAL objections:

1. Listen carefully to the objection.
   Do you feel it is a valid objection or perhaps might be covering up the real objection? Try to find out by using this phrase: “Do you really mean…?” or “Usually when a client tells me that, my experience has shown me they may have a concern about the price. Is that true for you?”
   
   
2. Get the prospect to commit to the objection.
   Reword the objection as a question. Example: “In other words, if price weren’t an issue, would you be interested in working with me?” This gets the prospect to answer you directly and commit to the objection, so that you can begin to overcome it.
   
   
3. Determine whether it is the only stumbling block.
   Ask the prospect if the reason they’ve given is the only reason they’re not doing business with you. Example: “If I could resolve this issue, are there any other issues standing in the way of our doing business?”
   
   
4. Answer the objection to resolve the issue and get agreement.
   Use everything you have in your sales toolbox to answer the prospect’s objection. Show different cost options, prove benefits, present comparison charts, show testimonials, product knowledge, and believe in yourself.
   
   
5. Ask a closing question that confirms the sale.
   Make a non-pressuring statement that leads to the close. Example: “If I could…, would you be ready to go forward?” Or “If I check with my office and it’s a go, I’m assuming we have a deal. Is that right?” Using “if” when responding to an objection is a magical word. It takes the pressure off the prospect because you’re not asking them to commit.
   

ASSIGNMENT:

• Make a list of the most common objections you hear.
  
  
• Using the 5 steps, next to each objection write the step you plan to use to uncover and overcome the objection.
  
  
• Find a buddy, and practice saying your response to each objection. The more you practice, the more you’ll come across as confident and prepared to the prospect.
  

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