Working with objections: effective Objections from customers are part of the daily work of sales managers. Phrases like “too expensive,” “need to think about it,” or “I’ll call you back later” are perceived by some salespeople as a signal of a failed deal.
What does “working with objections” mean?
An objection is a reason why a customer does not want to buy a product.
Handling objections is a process in which a salesperson seeks to understand and resolve the client’s doubts. The manager relies on logic and empathy, provides the necessary arguments and uses various psychological techniques. His goal is to convince the buyer that he needs the product.
Every sales manager should know that working through objections does not mean putting pressure on the client. The salesperson does not use manipulation. He identifies the client’s real needs and explains how the product will help close them.
False and True: Two Types of Sales Objections
In sales, objections can be true or false. If a salesperson can distinguish between them, the chances of successfully closing a deal increase.
False objectionsThey often hide the real reasons for refusal. For example, a client may start objecting: “I already have a similar product,” when in fact he is confused by the price or is simply not sure about the quality of your product.
Here you should ask clarifying questions and see what the buyer’s reaction is. This will help to identify the real reasons for the objections. You can ask:
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True ObjectionsThese are objections that reflect the client’s real doubts. It is much easier to work with them than with false ones. If a person gives an honest reason, such as a high price, the seller must provide arguments that will outweigh the doubts. For example, the manager can offer the client an installment plan or explain in detail how the characteristics of the product justify its price.
5 stages of working with objections in sales
The manager should not dominate in communication with the client. His task is to carefully guide the buyer to a reasonable choice. At the same time, the client should feel in control of the situation and understand that his decision was weighed.
Let’s look at the main stages of handling objections in sales:
Stage 1. Active listening
The first step to take in working through any objection is to listen to the client “quality”. Try to listen carefully to the interlocutor and never interrupt him. Objections need to be understood in order to build a trusting relationship with the client.
Even if the buyer’s arguments seem unconvincing, you should allow him to express his thoughts fully. This will help you better understand his position and prepare a competent response.
Step 2. Joining
The next step is joining. The seller’s task is to gain the buyer’s trust. To do this, you need to immediately show that you are on the client’s side. Try to constantly demonstrate concern for his interests. The easiest way to do this is during a personal meeting.
Step 3. Verification
It is necessary to understand exactly what is behind the clients’ objections. The seller must distinguish objective objections from false ones and understand the real reasons for the buyer’s doubts. It is always necessary to check the objection for truth, especially if it concerns high cost. To do this, it is important to ask clarifying questions.
Stage 4. Argumentation
Once you are convinced that the objection is true, it is what shoppers want in 2024: 5 e-commerce trends time to present the argument. The seller’s task is to show what benefit the product will bring to the client and why it is advantageous for him to choose your offer.
Stage 5. Closing
The final step is closing the deal. Before doing this, make sure that the client has no unresolved issues and has no doubts about the purchase. If the buyer has any new objections, return to the previous stages of the dialogue. If there are none, then suggest that he proceed to drawing up the contract or paying for the goods.
The main thing is not to delay the process and to conclude the deal as soon as possible. Otherwise, the client may begin to doubt his decision.
Basic techniques for handling objections
Technique “Questions”To close objections, ask the client questions. With this technique, you not only establish contact with the client, but also help them rethink their doubts. This is one of the most universal techniques for working with objections.
Let’s consider when and what questions to use:
Question -argument. Turn your argument into a question. This will allow the client to independently come to the necessary conclusions and make the right decision.
Counter question. If a person says something like, “It’s too expensive,” don’t rush to agree or disagree. Ask something that will help you better understand their problems.
Argumentation of benefits
Any benefits your product or service offers should be phone number list clear to the customer and meet their needs. If it is important for the customer to receive the product on time, emphasize that you do not depend on third-party supplies.
For example, your product is more expensive than your competitors, but you offer an improved service, such as short-term delivery. If the client is launching a new production, a delay may result in losses. Ask the potential buyer to estimate the possible losses from the delay and compare them with the price of your offer.
Increase in value
If the client considers the product expensive, explain what its price is made up of. Tell about all the included services and guarantees. This way the client will be able to understand that you are selling not just a product, but also additional services that will later save their time and money.
Example:
“Our price includes not only the product, but also a two-year warranty, as well as free delivery and installation. This saves you from additional costs in the future.
