Of all the steps in the sales process that fail most it is in objection handling. Most sales people are often one or two questions away from a sale and don’t even realize it. We receive objections throughout the sales process and if we are not prepared in advance can see the sale end prematurely and unnecessarily. Whenever I am training a group – large or small and ask how many are afraid of receiving objections- usually better than half raise their hand. The rest are too prideful to admit their fear.
There are some simple keys to moving from victim to victor and become a Master Objection handler. Step one is to understand what an objection is. Next- we need to overcome the fear of receiving objections. We help our clients actually embrace and welcome them because they are more than ready for them and know that for each objection mastered- they are that much closer to a pay check.
Objections and Conditions
Often a salesperson will confuse objections and conditions. If handled correctly an objection can be overcome and result in a sale or continue moving forward in the sales process. Conditions, however, are barriers and problems that cannot be overcome. Financial inability for one can be a condition. The prospect just doesn’t have enough money available or the qualifications necessary to acquire financing to secure your product.
By definition, an objection is a statement by your prospect that they want to know more information. The prospect is not saying no to you, rather if you can solve or handle whatever their request is or answer their question to where you satisfy and solve their need or problem. If you have effectively overcome their objection, you will close the transaction and win the sale.
A condition is a valid reason the prospect has that prevents them from moving forward. It is a total block to the sale that must be accepted by the sales rep. Conditions should be weeded out at the prequalifying stage. A master objection handler will walk away from conditions and not overspend in time, effort and energy trying to overcome the condition. They know a condition cannot be overcome.
Overcoming the Fear of Receiving Objections
Some sales reps cringe at the word “objection”. Their palms get sweaty just thinking about the “O” word. If that describes you and if you would like to change and become a master objection handler then you need to follow the guidelines below. A master objection handler is not only ready to overcome an objection but eagerly anticipates them.
Guidelines for Overcoming Fear or Receiving Objections
- Objections are not “no”, just a request for more information or clarification.
- If prepared in advance, objections can be easily overcome.
- If you successfully overcome an objection, you are one step closer to a sale.
- If you don’t master objection handling, many sales will be lost as a result.
Preparing in Advance for Objections
Every industry/product/service has objections unique to them and there are common objections that transcend or cross over many or all professions. For example: “I want to think it over” is common to every rep. “Your price is high” is another common objection. The point is you probably know by heart the ten or so most common objections you will encounter in your sales cycle. The question is have you or your company taken the time to review each objection and come up with a strategic response that will allow you to prepare in advance and successfully overcome the objection each time it arises?
In my next blog I will discuss the best techniques to overcoming objections. Please contact us today if you want to learn more about how to master objections and win more sales.