Objections- The Key to Sales

Satisfy their objections- make a sale

Objections: Objections are opportunities for knowledge if handled properly

#1 most important; Listen to the objection!

Stop! Do not try to jump in at the beginning of their objection, listen to the whole objection - this may cause further objection. When you interrupt them, you are objecting to their objection. If you refuse to listen, then their next steps may well be towards the door or hanging up on you.

Use active listening methods, nodding and physically showing interest. Even if they cannot see you, visualize yourself sitting face to face with your contact.

They are trying to tell you something that will help you sell to them, which is a gift from them to you. If you do not listen, then their next step may well be towards the door or in our case, hanging up the phone and never giving you another chance.

Question & Understand the Objection

As appropriate, ask some questions about their objection if you do not fully understand it. Repeating it back to them in a statement such as “Let me see if I understand what you’re saying, “ then repeat their objection back to them in a different light. This not only shows you are interested in them, but it also gives you more information with which to make the sale. As you question them, watch carefully for language, tones, or other verbal hints that gives you more information about what they are thinking and feeling.

Remember that this is not an interrogation and that giving them the 'third degree' will turn them off. So keep your questions light and relevant but powerful and to the point. Remember our goal is to take them down our sales path, every time they have an objection it means they have strayed from our path and it is our job to get them back on our path as quickly as possible.

Think

Now before you dive into objection handling, think! What methods will work best with them? Who are they as a person and what is their personality like? Should you take a direct and confrontational approach or should you use the velvet glove to finesse the situation? Thinking is a good thing where you are adding a little pause into the proceedings, thus demonstrating how you are taking their objection seriously.

Know your prospect

This stage may sometimes only be a few seconds after they object or it may require more time than the previous three steps. Now, when you are ready, use the objection-handling method that you believe will work best. You are under no obligation to try and force-fit a method to a person where it is unlikely to work. Keep in mind, how you handle them within their personality will often determine how much they respond to you. A New Yorker and a “good old boy” from Texas will speak at a different pace and respond to different approaches. Adapt accordingly.

Handle the Objection

Use all of the information you have at your disposal from memory and from the Objection Ring to satisfy their objection. You must satisfy this objection 100% or it will come back to haunt you later in your sales process.

You will want to use statements like, “ does that make sense to you?” “Do you know understand why your impression of futures trading has been mistaken?” “ Do you now see how it is possible to make much more money trading futures than you ever thought possible?” If you get stuck, put them on hold and ask a manager for help.

Finalize the objection

Finally, check to find out whether your objection handling worked to their satisfaction! Ask if you have answered their question. Ask if there are any more concerns. As necessary, handle outstanding objections. You must get that freedom in your sales process that allows you to move forward knowing that they will never be able to use that objection again because they have stated that they understand your handling of the objection and also AGREE with your handling of the objection.

Exit

Once you have satisfied their objection move on to your next task. Do not dwell on negatives and do not bring them back up again unless they need it addressed again.

You must have an exit plan for your “objection handling” and quickly and assertively move them back onto your sales path by asking the right questions or giving them assignments to do.