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 ObjectionsThe following examples represent the most common customer objections.
- Lack of need
I don't need a motorcycle, I don't have a licence.
I can't afford it right now.
It's too big.
I'm looking for a higher end model.
I'm just looking, thank you.
Why is the safety rating so low?
- Delay tactics
Maybe next year ...
I need to compare first.
I need a blue one.
That's too expensive.
A bogey is a phoney objection that's used to negotiate a discount.
How to Overcome ObjectionsThe process of overcoming objections is relatively straightforward:
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.
Use active listening techniques to show the customer that you understand the objection.
Never show disappointment. Instead show curiosity. Ask critical questions to get to the heart of the objection.
Reply with a counter objection. For example, if the customer says something is too expensive, say that life is short and offer financing.
Seek confirmation from the customer that they have dropped the objection.
- 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 TechniquesObjections are an everyday part of the sales process. When you get good at handling them they can help you close. Common handling techniques include:
Laugh the objection off. This is effective if you think it's a bogey.
Another way to call a bluff. Oh well if you can't afford it ...
You only live once, why not treat yourself.
Offer discounts, financing, freebies and guarantees in exchange for a close.
Push back by objecting to the objection. If the customer claims your product isn't high quality, defend it.
Reframe the customer's objection so that it sounds less important. So you're saying ...
Compare objections to benefits. For example, compare safety to price.
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?