In order to overcome an objection you have to pinpoint the exact reason for the objection and understand exactly what your prospect is objecting to before being able to overcome it successfully. If you have the ability to identify objections accurately you are probably a natural salesperson but you must resist the temptation to jump in and interrupt the prospect before they have even finished their sentence!
With so many telemarketers contacting call-weary business owners and consumers, you get a split second at the beginning of a call to pique the interest of your prospect before you even get to the objection handling stage. I have a separate article on our newsfeed relating to introducing a call – this is a whole topic in itself and I could go on forever about closed questions and secretarial blockages, however, I digress!
Selling does not necessarily come naturally to everyone – extroverts and drivers are usually the best sales people although many tactics can be learned by those willing to try. The key is to understand exactly what is stopping a prospect making a decision that rules in your favour.
You can respond directly to a specific objection once you know exactly what they are objecting to. The most common objections you will come across in any sales campaign relate to the following:
Cost: Before any business owner or consumer will part with their money, they will have to justify the expense. In order to overcome this type of objection, which is one of the most common, you have to make your prospect see exactly what they will be spending their money on by making sure they are aware of the unique value of your product/service. Give prospects a good reason to justify the cost in their own mind and they are much more likely to consider parting with their hard earned funds!
Timing: Another big one. “I’m too busy at the moment and I’m going away on holiday soon, call me in a couple of months.” Chances are they will never answer your calls again. Grab the bull by the horns. If they have time management issues I doubt this will be resolved in a couple of months. Use this as leverage when overcoming the objection.
Explain just how easy it is to use your service or order your products – you may even be selling them something that will assist with their time management. Remove this objection by outlining the value of what you have to offer.
Fear of Change: How many times have you heard “we’ve used the same bloke for 25 years”? You may be thinking ‘ok, so he’s clearly one of your golfing buddies but he’s charging you four times what the service is worth!’ but for obvious reasons you would not phrase it as such to a prospect.
A fear of change can often have a huge influence on a decision makers thought process; they have a business model and it works.
They are scared to change their model – just in case. In this situation it is extremely difficult to veer a prospect away from what they know – you need to be able to demonstrate that change is for the better. Try using changes in that specific industry as an example of how change and diversity can have a positive impact.
Contentment: quite often linked to fear of change but more often the culprit is a prospect’s unwillingness to move outside of their comfort zone. In this instance, mild shock tactics may do the trick if you want to make them see that they need to start making changes.
Mention that their competitors have recently updated their system/marketing channels or whatever, sometimes the fear that their competitor is ahead is enough to get a prospects attention.
Once you have overcome any objections you still need to gain commitment and close the deal – again, something I could go on about forever. A salesperson is only ever successful if they can close the sale and do the deal. You can override every objection under the sun but until you have made that sale it’s not a result!
Remember, your prospects may have a number of objections. You need to be able to ascertain whether or not you are wasting your time and theirs. Once you know what is stopping your sales process you can arm yourself with the appropriate solutions to your problems and start smashing those targets.