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How to Overcome Objections

        posted by , May 23, 2013

What Is A Sales Objection?

It's too expensive!

A sales objection is a reason your customer gives that they can't make a purchase.

Objections can be a good sign. A customer often makes at least a few objections before they buy. In some cases, they want you to make them feel better about the purchase. In other cases, objections are a price negotiation strategy.

Your goal is to help your customer overcome their objections to make a sale.

Definition: Sales Objection

A sales objection is a reason a customer gives for not buying.

Examples of Objections

The following examples represent the most common customer objections.

  • Lack of need
    I don't need a motorcycle, I don't have a licence.

  • Affordability
    I can't afford it right now.

  • Features
    It's too big.

  • Quality
    I'm looking for a higher end model.

  • Non-specific
    I'm just looking, thank you.

  • Risk
    Why is the safety rating so low?

  • Delay tactics
    Maybe next year ...

  • Competition
    I need to compare first.

  • Requirements
    I need a blue one.

  • Price
    That's too expensive.

  • Bogey
    A bogey is a phoney objection that's used to negotiate a discount.

How to Overcome Objections

The process of overcoming objections is relatively straightforward:

  1. Preempt
    It's better if you beat your customer to their objections. Get in the habit of preempting the most common objections. If people always claim your product is too expensive ... illustrate that it's an investment that pays off quickly.

  2. Listen
    Use active listening techniques to show the customer that you understand the objection.

  3. Question
    Never show disappointment. Instead show curiosity. Ask critical questions to get to the heart of the objection.

  4. Counter
    Reply with a counter objection. For example, if the customer says something is too expensive, say that life is short and offer financing.

  5. Check
    Seek confirmation from the customer that they have dropped the objection.

  6. Move On
    Don't spend too much time dwelling on objections. A quick counter is enough. Move back to more positive topics such as benefits and product features.

Objection Handling Techniques

Objections are an everyday part of the sales process. When you get good at handling them they can help you close. Common handling techniques include:

  • Humor
    Laugh the objection off. This is effective if you think it's a bogey.

  • Acceptance
    Another way to call a bluff. Oh well if you can't afford it ...

  • Emotion
    You only live once, why not treat yourself.

  • Concessions
    Offer discounts, financing, freebies and guarantees in exchange for a close.

  • Object
    Push back by objecting to the objection. If the customer claims your product isn't high quality, defend it.

  • Reframe
    Reframe the customer's objection so that it sounds less important. So you're saying ...

  • Compare
    Compare objections to benefits. For example, compare safety to price.

  • Agree
    Agreeing with an objection can weaken it. Yes, German cars are expensive.

  • Priority Push
    Challenge the customer's priorities. What do you want safe or cheap?

Next: 20 Closing Strategies For Sales

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