Your customer’s objections are signs that they are interested in buying! If they weren’t interested, they would simply ask for a brochure or walk away. You must learn the meaning behind your customers’ objections in order to respond appropriately and turn each objection into a personalized sale!
As a salesperson, your initial response to an objection usually sounds programmed or defensive. You may go into a spiel about your product or list statistics to prove that your company and product is better than the competition.
Stop! This isn’t about you and this isn’t about the competition: it’s about your customer. To make the sale, you must focus on the customer. Learn how to address their specific needs and questions by getting to the root of their objection.
“Is that the best price you can offer?”
Your customer might as well say, “Your price is too high,” right? Not necessarily.
A question regarding pricing is often about more than just the price of the product. The customer may just be testing the waters to see if this is a haggling situation, or making sure that they are getting the best deal (not necessarily the lowest price).
Immediately offering to lower the price actually makes them reconsider their purchase. They may wonder what your product is really worth and question why you are charging more than the true value of your product. As strange as it seems, sticking to the original price will probably give you a better chance at getting the sale. Show them that the price of your product matches its true value.
But don’t just leave it at that! If the customer wants to ensure that buying your product is the best deal, do everything you can to assure them that it is without touching your price.
Objection: Product Features
“Is that widget made with small rollers?”
Questions about product features are tricky and require great care. Your customer may have heard of a different feature on a competitor’s model that seemed more appropriate for their use, or they could just be curious about the feature of your product.
DON’T assume that you know why the customer asked the question. You’ll talk yourself right out of the sale by continuously blabbing about something they aren’t interested in and showing them what a bad listener you are.
So, before you go into a long speech about roller size and why it is or isn’t important in the operation and enjoyment of the widget… blah, blah, blah… try keeping your answer short and sweet. A simple, “yes” is more effective because it allows the customer to further explain their question.
Your response will show them that you are upfront and willing to answer all of their questions. They will feel comfortable talking with you and, later, buying from you.
Objection: Unrelated Factor
“I really need to check with my spouse before making a decision.”
I know that I would NEVER make a thousand dollar purchase before getting the go-ahead from my wife. And I would distrust anyone who tried to make me. Wouldn’t YOU?
Customers have other factors in their lives that can throw the brakes on making a decision to buy. This type of objection has NOTHING to do with you. When you apply pressure, the customer is less likely to trust you and your business.
If the objection is outside of your realm of influence, focus on making a friend at all costs. This will guarantee that when they are ready to buy, they will buy from YOU.
All objections are different because all customers are different. Short, pointed, and positive responses prompt your customer to keep asking questions, revealing exactly what they want to know. Listening to your customer’s specific needs is the personal approach that is sure to get you the sale.
Tom Richard conducts seminars on sales and customer service topics nationwide. Tom is also the author of Smart Salespeople Don’t Advertise: 10 Ways to Outsmart Your Competition With Guerilla Marketing, and publishes a free weekly ezine on selling skills titled Sales Muscle. To subscribe to this free weekly ezine go to http://www.tomrichard.com/subscribe