Sales and Success Habit 6: Objections are Questions in Disguise
It was the end of fourth quarter and days away from our sales and fiscal year end. I was 5% away from making my annual sales goal. The pressure, tension, and stress level was high. One of the sales I needed to make my quota was on track to close. Then, I got the phone call. The prospect wanted me to do a product evaluation with the nursing staff of 200+ people before they would sign a contract, letter of commitment with me and my company I was working for at the time. This process could take a couple weeks to plan, prepare, and execute to be a success. I knew we did not have the time to do this for the customer in time for year end.
Instead of reacting, I stopped. I paused. I thought "how I could help the customer see there were other ways we could get the nursing staff's buy in without this long process?" I called the prospect and calmly asked "what would you like to accomplish as a result of the evaluation?" The person paused and said, "this was an idea from someone on staff." I thanked them for clarifying, and then helped them to understand the time, and effort on their side it would take to do the full staff "hands on" evaluation. They came back with a "this does not sound like a good idea." They opted for other alternatives I suggested, reference calls to some of my client accounts, being less time and effort on their part, and mine. The customer was pleased with the references and signed the contract.
In the world of sales and business development, objections are inevitable. However, they aren't barriers; they're simply questions in disguise. Learning how to deftly navigate through objections can transform a resistive prospect into a satisfied customer.
Strategies to help you turn objections into opportunities.
1. Answer Objections with a Question
Imagine a scenario where a potential customer says, "This seems expensive." Instead of immediately jumping into defense mode, consider responding with, "What budget did you have in mind?" Answering objections with questions helps you uncover the real concerns behind a surface-level objection.
2. Ask, Don’t Tell
Sales is about guiding prospects, not dictating to them. By asking questions, you invite them to explore their needs and the value of your solution. An effective question could be, "What would be the most important outcome for you from this purchase?" This approach not only clarifies expectations but also places the customer’s needs at the heart of the conversation.
3. Listen More, Talk Less
It's crucial to listen actively. Often, salespeople feel the need to fill silences with product pitches when, in fact, these are golden opportunities to glean deeper insights into the prospect's mindset. By listening more, you allow the prospect to express their concerns fully, which empowers you to address those issues more effectively.
4. Understand Before Responding
Pause, think first and avoid making a "quick adn emotional response." Before you respond to any objection, ensure you fully understand it. This means you should isolate the objection. For instance, if a prospect says, "I need to think about it," dig deeper by asking, "Aside from needing to think about it, is there anything else stopping you from moving forward today?" This technique helps identify the core issue.
Best Tips for Handling Objections
- Align and Empathize: Start by aligning with their concern. Use reflective listening techniques like, "I understand this is a big decision, and it's important to feel confident with your choice".
- Isolate the Objection: Once aligned, isolate the objection. Ask clarifying questions to uncover if there are multiple issues at play.
- Coach and Guide: Transition into a coaching role, helping prospects see the problem from a new perspective. This might involve discussing the tangible benefits they stand to gain.
What to Avoid
- Avoid Being Defensive: Stay calm. Responding defensively can fracture trust. Instead, focus on understanding and addressing the objection constructively.
- Ask, Don't Tell: Don't Over-Talk: Resist the urge to speak more than necessary. The more you talk, the less you listen, and listening is key to understanding what the real issues are.
- Avoid Rushing to Close: Sometimes the best strategy is to give them space to think. Rushing can make prospects feel pressured and less likely to trust your intentions.
In summary, objections shouldn't be feared; they should be embraced as opportunities to demonstrate the value of your offer and build stronger customer relationships. By inviting dialogue through questions, listening actively, and understanding concerns deeply, you can turn objections from roadblocks into stepping stones to success.
Curious?
My ⭐️ Northstar: My keywords are 'sales,' 'speaking,' and 'confidence.' I work with success-driven leaders and teams who want to be more, sell more, and make more with confidence. We play 2 games in sales: the 'inner game' habits and mindset, and the 'outer game' tactics and action. The best investment you will ever make is in...yourself. This is my commitment to you, my clients, and all who attend my events!
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Amy
