Objection handling

[Jason Roy]

objection handling occurs when the sales representative alleviates their client s objections. However, it should be noted that objection handling is not merely a means of eliminating objections. Rather, it is about enabling sales development through communication with clients. It is all about enabling discovery-based sales and friendly buying.

The objective behind objection handling is to ensure that the salesperson creates an atmosphere where prospects feel comfortable buying. It is a collaborative process where the salesperson and the client develop a strong rapport. Salespeople play a key role in developing strong business relationships. For example, in a food service company, there are typically many departments where the salesperson will interact with prospects. This means that they have to be skilled at overcoming objections from each of these departments. This is what good objection handling skills entails.

There are four primary areas that challenge salespeople when they are working with new clients. These include common sales objections such as: objections to price, time, product or location. There are also objections that stem from the way in which the prospect makes a decision and/or the way in which the decision was made.

In order to increase the effectiveness of your objection handling skills, you must learn to effectively deal with each of these four types of objection. For example, if you encounter a price objection, you must first understand that it is often because the prospect does not fully comprehend the full costs. In this case, you can begin by using questions that ask about each of the product features. This includes questions such as: "To what extent is this feature expensive?" or "Is this feature important to you?"

You can then use a two-step process to address these objections. First, you can acknowledge the concern and then offer an alternative costing strategy. For example, if the prospect expresses a concern about price, you might respond by rephrasing the question to focus on the benefits of purchasing this feature. You can then emphasize that purchasing features that have the greatest benefits will result in the greatest value. Essentially, you are asking the prospect to imagine getting the maximum value for their dollar, which will almost surely result in a purchase.

Another effective technique is to give a follow-up call after the sale to address the objection. This gives the prospect a chance to voice further concerns over the cost and how it might not be a better fit for them. You can also end the call by simply asking them if they have another opportunity to speak with someone in the company about the purchase.

Some people believe that giving a follow-up call improves closing rates because prospects have the opportunity to voice additional concerns and objections. This approach is counter-productive however. First, potential customers may not feel comfortable having someone wait on them while they discuss and make their decision about a purchase. Second, waiting on prospects to ask questions or offer follow-up questions may only alienate them and cause them to become more resistant to buying your products and services. A better way to handle objections is to simply acknowledge their objection and request that they contact you with their information.

Perhaps the most powerful Objection handling technique is to simply disqualify the objection. Simply say "so, what is your objection?" and then ask them why their objection is actually a genuine concern. If the prospect can not respond with confidence, politely end the call and request that they please contact you with their information. Even better, a simple "thank you" and a smile can often do the trick.