How to Pro-Actively Handle Sales Objections
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Many of us see sales objections as a sign of rejection or even the start of negotiations. If you have this mindset, just waiting every time for the battle to begin, you will battle – every time. Because it’s what you expect and you’re waiting for it to happen, and you’ll probably end up lowering your prices.
But, what would happen if you started your presentation with the mindset that objections from your customers are really just questions that you haven’t answered yet?
And what if you started handling sales objections pro-actively, right from the start, before your prospect even had a chance to bring them up?
Part of what should be in your sale toolbox should be the top objections that you and other salespeople in your industry get.
These are objections that will come up in every sales presentation, almost every time. So doesn’t it make sense to include the answers in your presentation before the prospect even has a chance to bring them up?
That way, when the prospect brings them up again, (and they will) you can say “Remember earlier when I said ________?” and review what you said again. Meanwhile, this will be the second time that they hear it. Whether they remember it or not, thereby making the objection addressed twice and easier to overcome.
When you do this, you are not doing objection rebuttals and being reactive,. But you are being proactive and addressing objections conversationally.
You can overcome sales objections in a way that will show your prospects that you are experienced in handling how they are feeling. This goes a long way in earning your prospect’s trust and confidence. It also show them you are capable of doing what you say you can do.
Mindset — handling sales objections proactively or reactively? Managing sales objections smoothly and showing your experience, or planning to go into battle (drama)?
And if you do find an objection that does need to be better clarified for your prospect, use this five-step sales objection system.
1. Listen to their objection, without interrupting.
2. Restate what their objection is to make sure you understand completely what their objection is.
3. Respond carefully and quickly. When you talk about the objection for too long, your response starts to sound insincere.
4. Describe how you can remove the barrier and
5. Ask your prospect if your answer solves or answers their objection.
Professional and battle free.
But what if the objection is price?
Are you asking for more money than they think they are willing to pay or are your products or services are more than they thought they would be (sticker shock)?
While I am a big believer in letting your prospect feel like they have won, when you automatically lower your price, you are also lowering your value that you have worked so hard to establish during your sales presentation.
Right from the start, make sure you are helping the prospect see how the solution you are proposing will meet his needs.
Many times when a prospect has a price objection, they are really saying, “I don’t see the value” or “I don’t trust what you were saying”. Work on perfecting your presentation so that you establish trust and show your value right from the beginning.
Ask mini-close questions,
like “Do you see how this would work for you?” throughout your presentation. If your prospects says, “Not really”, you can stop and go back and address that right then. Instead of getting to the end of your presentation and having to start all over again, and trying to guess where the disconnect happened.
Handle sales objections pro-actively before they become harder to overcome.
If you are not doing these mini-closes, or trial closes, and a prospect has an unanswered objection or early on in your presentation, it becomes difficult for them to focus on anything else you say. Because all they are thinking is, “I don’t see how this will work for me”.
Remember a sales presentation is a conversation, not a one-sided Ted Talk from you.
If the prospect says, “It’s more than what we thought it would be”, ask, “Well how much did you think this would be?” And let them tell you.
Ask them what they thought would be included in that amount, or what the amount was based on. Sometimes it’s based on a price that they spent on something 5 or 10 years ago. So find out what the price objection means before you start lowering your price.
And instead of lowering your price, change the options or services and give them a new price on that.
Try to close the price gap from where they are and where you are. At the same time create value for the items or services you are removing from their proposal.
When you quickly drop your prices without making any changes, it creates mistrust with your prospect. You will see that they will adopt the mindset of “how low can I get them to go?” Now it’s a battle.
One reason I may offer a discount is if they pay in full, or if they purchase by a certain date. Make your discounts interactive, where the prospect needs to do something to “earn” the extra discount. Allow them to win, if they earn it.
Ultimately, if you believe you are providing the best solution for your prospect at the best price you can offer, and the price gap between what you were asking and what they are willing to pay cannot be closed, you may need to walk away. Knowing that some people’s decisions are purely based on price but won’t budge on services. Champagne taste on a beer budget.
You can certainly get their permission to follow up — maybe they will come around. It’s hard to walk away, but sometimes it’s necessary.
So, you know I’m all about the mindset of a salesperson, and it’s no different with handling sales objections.
Are you looking for a smooth transition to close the sale, or do you expect a battle on pricing? Because you will get what you expect.
How do you react when you get objections from prospects? Especially the ones you just can’t seem to get past, no matter how well you explain them.
Do you get defensive, or do you stay calm? Do you become frustrated, or do you keep moving forward? Keeping your emotions in check can be a challenge — sales can be exhilarating and exhausting. The less reactive you are, the more likely you are to move past a difficult situation and get the sale.
To review how to handle sales objections pro-actively:
● Know the most common objections
● Have a conversation
● Provide an amazing solution
● Create value
● “Discounts” should be interactive
● Mindset is everything.
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