An objection from a customer is not a reason to panic. Thinking you’re never going to have a customer object to something is not realistic.
Here are 10 responses to consider:
1. Ask the customer to share with you more insight as to why they raised the objection.
I always say it’s not the objection that is the objection; it’s the reason behind the objection that is the solution I need to address.
2. View the objection as a sign of interest; view it as one step along the way that will move you closer to getting a sale.
Simply changing your outlook on objections will many times alter your ability to listen and truly understand what the customer wants.
3. Ask the customer a question that ties the objection they raised back to one of the outcomes they’re desiring.
It can become easy for a customer to get lost in the weeds and be concerned about something that in the end will only move them further away from achieving what they know they need to achieve.
4. Respond to the customer’s objection by framing it in a positive manner, complimenting the customer on the insight they raised.
Allowing the customer to be seen as an expert will many times shift their own thinking and how they see things.
5. Respond to the customer’s objection by sharing an example of how another customer had the same issue and how the objection was dealt with. (Ideally, you want to use the example of a customer they think highly of).
6. Respond to the objection by breaking it into smaller objections that can be dealt with easier.
Many times simply being able to take care of some elements of the objection will be enough for the customer.
7. Acknowledge the objection, and politely ask if it can be put to the side for right now to allow the conversation to continue.
Some objections may seem big initially but over the process of working out the value proposition they get dealt with.
8. Ask them to qualify the objection in terms of the overall outcome they desire.
A customer buying a new software system may object to having another demo with IT, but in the end, realize the value of the project and what it will accomplish.
9. Simply don’t respond.
There are occasions where a customer will throw out a bizarre objection just to see if you will fall for it and roll over. This is a strategy used many times by professional buyers who are looking to see how far they can push. By not responding, you’re not playing into their game.
10. Ask the customer if you can wait to respond to the objection with the idea being you can bring in a subject matter expert.
This strategy can work well if the customer has an ego and you feel the objection was raised because they want to see you work to get the sale.
Each customer is different. Each sales call is different. This is why you need at least 10 different ways to handle a customer’s objection.
Think of these 10 responses as tools in your toolbox. You’ll never use all 10 for any one project, but you will most likely use one or two for each project, and over time you’ll find a need for all of them.
When the customer objects, view it as an opportunity for you to demonstrate more value and, in turn, increase the reason the customer needs to do business with you.
Copyright 2016, Mark Hunter “The Sales Hunter.” Sales Motivation Blog. Mark Hunter is the author of High-Profit Selling: Win the Sale Without Compromising on Price.