Competitive Excellence - "Superior Sales Results" with Stu Schlackman

Responding to Customer Objections

Since optimism is such a dominant characteristic of sales people, the worst thing a customer can do is bring up an objection. Objections dampen every sales person’s spirit. To prepare for objections while maintaining your positive attitude, you must expect them from every customer and be ready to address the concerns. Customers have more knowledge of products and services today than ever before, so a sales person should never be surprised when a customer raises questions and concerns.

As sales professionals, one of the most important skills we can master is the handling of objections. They fall into two categories: factual, based on true evidence that cannot be denied, or emotional, a personal concern that is not based on fact. Each type of objection needs different handling.

An example of a factual objection is if you are trying to sell an SUV and your customer points out that it gets only 15 miles per gallon. Factual objections need to be redirected back to the original need of the customer. Why were they interested in an SUV in the first place? If the customer’s number one need is room in a vehicle for kids or space for large items, this need should outweigh concern about the mileage.

Emotional objections are more challenging. For example, a customer might express concern that service at the dealership is not consistent, or that this model of SUV had problems with its air conditioning. To address such a concern, the sales person needs to either clarify the objection or prove that it is not valid. This can be done based on evidence from an article, a customer testimonial, or vehicle warranty information. Once the objection can be clarified and proven invalid in the eyes of the customer, the sale should be able to move forward.

Whether an objection is factual or emotional, there are three steps a sales person must take to address it. First is to acknowledge it. Let the customer know you hear and understand what they are saying. Second is to address the objection. Either redirect a factual concern or prove an emotional concern is invalid. Third is to clarify that the customer is ready to move to the next stage. If the customer accepts your feedback, it is unlikely they will raise that objection again, giving you the opportunity to move closer to making the sale.

By anticipating objections from your customers, you will be better prepared to address their concerns and negotiate a sale.

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