 |
Handling objections, questions and hesitationsHere we'll be looking at key selling skills for handling objections . . . as well as for responding to questions and hesitations, which are usually objections stated in another form. It's a fact of selling life that the first time (and maybe even the second and third) time that you ask for the order or other buying action (such as to come in from a demonstration) you will likely hear either No, or some kind of objection. In that regard, a study by a top marketing company found that that found that the typical sale came through only on the sales person's sixth attempt to close. But it's also a fact that much — if not most — of the time, the tough objections you encounter, or even the flat "No," are intended by the prospect only as trial balloons. Handle those objections right and you've got a sale. But try to ignore them, or become bogged down as you handle those objections, and the sale will usually slip away. A related point: "No" is itself an objection. Therefore, develop the mindset that you do not take "No" as final, but rather as an objection that you need to handle. (Of course, you'll need to probe that No --- or that objection --- and we'll get into that in this segment.) Consciously or sub-consciously, the prospect may be thinking, "The easiest thing is to say No. No preserves the status quo; there's less risk that way. Besides, if this sales person accepts my No, then obviously she can't believe very strongly in it. If she's not enthusiastic enough to be willing to fight for it, then why should I buy?" An objection such as "We can't afford it," or "We already deal with your competitor" may sound like reasons for saying No. But in fact the objection may be a question in disguise, intended to draw you out so the prospect can hear how you handle it. Thus your selling skills in handling objections work equally well in responding to questions. Even a flat No may be meant as a subtle, non-committal way of asking you to provide more reasons in support of what you're offering. In short, the apparent objection you hear may be saying, ■ "Give me more information on which to base my decision." ■ "Tell me how to handle this objection, because I know I'm going to hear it from others." ■ "I'm almost convinced, but I need one more reason to justify my saying yes." ■ "Give me a little more proof that your product really will fill my needs." By the same token, just as objections are often a sign of interest, what sounds like a question may in fact be an objection in disguise. For example, a customer who asks, "Can your product do . . .?" may in effect be objecting, "I think your competitor's product is better, because it can do this. I'm asking the question to give you a chance to prove my assumption wrong." Bottom line: handling objections well means probing to find what is really meant by that objection.
Handling easy objections
|
