How To Handle & Defeat Sales Objections

by Leon Potter (www.sellingsuccess.com.au)

Some reasons why we face objections and tips on how to address them:

1. Objections are common obstacles! Objections can be an indication that the client "wants to buy" but needs to be "reassured" that they are making a wise decision.

2. Handle the customer's objection from their point of view. Consider their situation and what is driving their decision - empathy creates partnerships not adversaries.

3. Move the objection to the side - "...outside the pricing issue, do you believe that this advertising will be of value to your business?" "Yes, I do." This reminds the client what the key benefits are as it encourages him/her to reconfirm them.

4. Never catch the customer out or try to outsmart them - even if you know they are contradicting themselves, this can be seen as "sales aggression."

5. Don't get hooked into "I can get it cheaper at xyz," this may only mean that the client hasn't made up his/her mind yet. Stay calm and deal with each point objectively.

6. Ask open questions when qualifying customers – How? What? When? Where? This enables the client to open up, and provide you with valuable information that will impact your sale.

7. Remember to listen, never interrupt.

8. Write down the customer's objections and review them in the same order as told.
"Time... Price... Return of Investment" - review your most common objections and think about your answers and required solutions.

9. Some objections will immediately provide you with reason to leave the sale. With practice, you will soon learn to evaluate who are the "genuine buyers." This will help you to focus on the "winning sales."

10. Use storytelling to demonstrate the benefits of your product.
"My uncle advertised in the local paper last year at a cost of $2,000 and he only received three sales leads for all that money."
"Our publication prides itself on a readership that boasts many large companies." OR "We have a client testimonial from one client in a similar industry to yours and their business achieved excellent results. Would you like me to e-mail it to you?"

11. Utilise your sense of humour to create rapport. Have fun with your prospects, be polite, helpful and sincere, remember... "People love to buy... but they hate being sold."

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