Handling Objections in the Sales Process

“I want to think it over”

“I can’t afford that”


Sound familiar?

We are all involved in selling and people prefer to do business with other likeminded people that they know and trust.

We have to sell ourselves and our product or services – building long term profitable relationships is the goal.

For people whose job involves selling, obstacles and objections come with the territory.

But have you ever wondered why objections are raised and whether they could have been prevented earlier on? Have you ever thought about a sale and how it might have gone differently had you only said.....?

Having assessed and agreed the Customer’s needs, you often still hear all manner of reasons why she or he is unwilling to buy your product or service.

It may simply be a question of perceived value. Your solution to the problems may be more expensive than the value that the Customer places on your service.

People buy solutions to problems that then make them feel good about themselves and the decisions that they have taken. It is our job, therefore, to build value to the Customer during the presentation – but please do not over promise and under supply.

When Customers raise objections how do you react at the moment? Try and prove that they are wrong? How do you think that they will feel, and do you think that it will be a pleasant atmosphere for doing business?

Empathy. Every Customer is entitled to an opinion – even if it is the wrong one from our perspective. Try and put yourself in their shoes and begin by listening to their concerns. It is only then that you have a chance of convincing Customers that you are looking at things from their point of view.

Remember your body language. Try nodding your head in agreement and repeating the reason in their words. Remember, you are here to help them and you know how they feel. Tell them “others too initially felt the same way” – and then reinforce your empathy and support.

Learn to become comfortable with handling objections – otherwise the Customer will pick this up and you will have developed the wrong atmosphere before you have had a chance to close the deal. Remember, the customer has not said “No” and you should treat the objection as a sign that the Customer is still interested but needs the right information.

Start with the end in mind. What is the Customer planning on doing or achieving with your product or service? Endeavour to develop the perceived value of the product to the Customer’s own circumstances. Remember – the Customer needs to feel that the value of the product or service you are offering is greater than the reason for not going ahead.

If the Customer is putting up a series of objections then consider the line ”If I can answer this to your satisfaction, would you be willing to go ahead?”

And finally, always leave the Customer feeling warm and well disposed towards your business – even if they don’t buy today - as they may have friends, and tomorrow is another day...












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