Some people feel very awkward when it comes to asking for a sale.
I was that person until I realised that if I didn’t ask for the sale, I wouldn’t be able to serve my clients.
Remember, if clients are talking to you, it usually means that they have a genuine interest in what you have to offer.
By having the courage to sell, working through objections and following up prospects, you’ll be able to have the impact that you want.
Brian Tracy, author and sales expert, suggested we “treat objections as requests for further information”.
It is often fear and concerns that result in people having objections.
Here are some common examples and suggestions to overcome these objections:
- I need to talk to my partner – this could be a genuine case of the client needing to discuss the offer with their partner before they can spend the money, but often this is a sign that they have some doubt. How to establish whether the issue is the former or the latter is to ask them to rate how confident they feel about the solution on a scale of 1 to 10. If they don’t rate it a 10 then they still have some doubts and this is your opportunity to ask what they would like more information about.
- I can’t afford it – again this could be a genuine case of them not having the money or more likely they have some doubts. Again, find out what the true problem is. Ask them if they have any questions that may stop them from buying the solution if they did have the money.
- Timing is not right – again explore what the real concern is. Ask them what’s going on in their lives at the moment. If this is a genuine objection that pops up, it is worth revisiting your message in your marketing as this could have been identified earlier on in the process.
Another suggestion is Zig-Zigler’s (a well-known sales coach) “FEEL, FELT, FOUND” approach.
He once said: “When an objection occurs, always use the fundamentals of FEEL, FELT, FOUND. It gives you an extra cushion of time and allows the prospect to identify himself with others.”
For example (in response to an objection like ‘that costs more than I expected’): “I understand how you FEEL! Some of my prospects have FELT the same way too until they FOUND out the results I have achieved for my clients.”
Another way to tackle the objections is by using stories or analogies.
Stories (your own or your client’s inspirational stories, case studies, and metaphors) help you relate to customers and show them the proof that your services deliver results – particularly when you frame the story in terms of their own situation.
If you choose to use analogies, when faced with an objection around price, you could say “If you were buying a new car, would you buy the cheapest? Or would you consider the reputation of the manufacturer, maintenance costs, and safety features as well?”
Then, demonstrate how your business is just like that reliable, proven track record.
Sharing an analogy can be a particularly powerful storytelling technique because you have the ability to compare a prospect’s current situation to another choice that he or she feels more confident in making.
Some final tips when handling objections are:
Tip #1: Gratitude – Say “Thank You!” Always thank your customer when they put an objection in front of you because this is an opportunity to address it and move on with the conversation.
Tip #2: Empathize – Empathy is a way to connect with your customer on a personal level, show you care and that you’re listening.
Tip #3: Let the Discovery Begin – Now that you’ve begun to diffuse the situation, take your time to uncover what’s really going on.
Tip #4: Ask, Probe, Confirm – Now that you’ve got the questions flowing, it’s important to keep the conversation moving further and deeper.
Tip #5: Show Them The Value – To keep your customer around for the long haul, they must see value in your product or service.
Tip #6: Back It Up With Proof & Customer References – it’s time to back up your statements with industry research, customer references or customer success stories to prove the value of your product or solution.
Managing objections requires practice. Take these tips and apply them to your business.
You’ll see very quickly that they do work.
Own Your Goal!
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