You or someone you know can probably relate to this:
When I first began working in a sales job, the thought of responding to objections was scary.
But with practice and experience – lots of experience – it became less scary.
And after a while, I figured it out.
So . . . if you never hear objections (lucky you!) you can stop reading now because . . .
. . . this post is all about how to get better results when you respond to objections..
A Question for you:
Wouldn’t it be nice if – when you place a cold call – the person answering said:
“I am so glad you called. Your product is exactly what I need today!”
Unfortunately, that does not usually happen.
What sales reps usually hear:
* “We already have a vendor,” or
* “We have a supplier that we are very happy with.”
* “We’re all set.”
Sometimes you may hear the dreaded “price objection.”
Check out 3 ways to avoid getting caught in the “price quote trap.”
The Automatic Objection
These are either true objections or automatic responses – an effort to get you off the phone quickly.
But if you know the prospect uses or may have a need for your products or services, it is not being pushy to use one of the responses below.
First, use a “cushion” statement like “I understand,” or “I see.”
These statements let the prospect know you are not going to argue.
Then ask a question to get the prospect involved in a conversation.
Three Ways to Respond to an Automatic Objection and Start a Conversation
1.) “I understand. Which [products] are you buying now?”
Or, after hearing: “we are currently buying from the XYZ Company and so we’re all set.”
2.) “I understand. So you are the person who does the purchasing?”
Reason: It’s important to know if you are talking with the decision maker.
Another way to respond to “we’re all set.” –
3.) “That’s great!
“That gives you time to evaluate other resources so you can have a second source for [your products or services] when your current vendor is back ordered.
“Is it okay if I send you our monthly sale [or product] announcements?”
If the answer is “yes,” the door is open for future calls.
Do They Mean What They Say?
The late financier J.P. Morgan once said: “People have two reasons for what they do – the reason they tell you and the real reason.”
This is true with objections your prospects raise. You can’t always take the objections at face value. For example, when they say:
- “We’re happy with our current vendor,” or
- “We’re all set,” or
- “Just send me your information.”
These could be real objections – or automatic responses to end the call . . .
These objections may be smoke screens, hiding the REAL objection.
They could really be thinking:
- “Why should I change?”
- “Will the quality be the same as what I’m getting now?”
- “Is this company reliable?
Objections are often a value test.
It’s as if the prospect is saying to you: “Do you believe in what you’re selling? Would you buy it?”
How to Get Past the Smokescreen
Before you make your next call, write down the objections you hear most often.
Next to these objections, write down what the prospect may be thinking, based on the examples listed above.
Then, write down your response to what you feel the prospect may really be thinking.
You’ll find that the answers you write for what they may be thinking will also work for the answers they give you.
When you hear “I’m happy with my current vendor,” Imagine they are saying “Why should I change?” and prepare your reasons why other prospects have switched over to your company and the benefits they have found after becoming one of your customers.
For ideas on answering specific objections, plus much more, join my e-Course!
Thanks for reading – here’s wishing you a beautiful day!
PS – Your BTA educational discount can apply for this e-Course.