You can reach much higher success if you learn what is objections handling and how to deal with such cases. In fact, this is the reality of every salesperson. People often take their purchase or investment process serious what makes them doubt the value of the offer. But this is not the reason to give up. The experienced salesperson knows that this is the opportunity to help your customer in solving concerns and realize the value of the product or service. All you need is to understand the origin of such objections, their reasons, and methods of handling them.
What Does Handling Mean and Why It is Important?
At first, let’s define what we understand under the term “objection handling”. This is the situation when a customer (prospect) expresses some concerns about the offered service or a product and the salesperson takes some actions and techniques to solve these concerns, dispel doubts and prepare the safe ground for the next steps.
Usually, people have concerns about the price, relevance of the product and other available options (competitors). Objection handling definition means your words and actions are changing the buyer’s mind and eliminating any worries about the offer.
The most important thing here is fixing the situation immediately. The longer the bad thought is in prospect’s mind, the lower your chances to close a deal. It will be almost impossible to persuade the person there is nothing to be concerned about. Instead of avoiding any objections, you need to provoke them in some way to prevent any possible doubts on the next stages of your presentation.
You can ask questions like these:
- “Do you have any doubts about [offer]?”
- “Do you have any second thoughts?”
- “Can you imagine the usefulness of the [product] in your work?”
Reasons for Objections
But first, let’s find out why people usually start doubting about the business offers. The key to the solution of such marketing difficulties is the understanding of the reason for the particular reaction. If you plan to continue your presentation and get positive results, you need to keep in mind the main reasons people start to object:
- not enough knowledge about the subject;
- shallow comparison to other offers;
- hidden intentions (like trying out different options);
- worries based on somebody’s experience;
- our offer is not relevant to their current priorities.
Uncovering main issues will help you in adjusting your customer objection handling techniques and directing your communication to the mutually beneficial conclusion.
3 Techniques for Handling Objections
Today we will share with you 3 techniques for handling typical objections based on understanding the reasons. Approaching them you will make your sales controllable process as any doubt or concern of the prospect will be predicted.
- Value Scale. In this case, we see objection as a questioning of the value and this will always be the main issue in sales. To handle the objection you need to clarify the value. The process can be done in 3 steps:
- Define prospect’s values. On this stage, you may hear the objections like this: “I understand the value of [your offer], but I wish you [did something in a different way]”.
- Figure out why they are stick to such values. Explore a deeper level of prospect’s opinion: “I appreciate your concern about this aspect. We truly agree that this element is valuable. But I want to know more why you [have a particular point of view and reject the current state of events]?” Listen carefully to the reply.
- Show relevance of your product to the person’s values and opinion. “I respect your approach to this issue. Moreover, we share your concern on [mutual value]. However, applying offered approach we will face [opposite problem that shows that the current state of things is well-thought]. That is why we have chosen this method.”
As you can see, handling objections in selling process requires defining the main values of the interlocutor and show him or her how your offer meets the specified requirements, but in a way, a person hasn’t thought of before.
- Consultative Selling. Your main task here is solving the person’s problem. You need to act not like a salesperson, but as a trustworthy advisor. You need to set the conditions of easy understanding between you. Here we have new 3 steps:
- Clarify the objection. The scheme of the client’s concern may be the following “I consider your offer and the correlation between price and amount of service/product. We need more of it at this price”.
Here we will learn an example on how to handle price objections. Point out the fact that nothing is equal in our life and the more does not mean better. Show that your offer is aimed at providing with the high-quality service and this approach is well-thought.
- Using the response from customers, decide what is better in their situation. Think of what you can offer and what solution will be the most suitable.
- Give recommendations and provide argumentation. “Our company (advertising agency, for instance) focuses on reaching the quality audience. While you can reach higher numbers at the same pricing, we can guarantee that all people we can reach instead will be engaged and have a deep understanding of the brand…”
- Frame Control. As we have already specified, the most frequent issue in sales is a price. Using this technique you will be able to look at the situation from a different perspective. The main challenge here is to stay away from creating you vs. prospect frame. In an objection handling in the sales process, you need to refocus the conversation to have the same direction.
- Create a frame in your head. Answer the questions like “What beliefs will help me in handling this objection?” or “How can I sound more convincing to eliminate any prospect’s second thoughts?”
- Share their point of view. Here is the example:
– Your price is too high.
– Comparing to what? Are you trying to fit in the strict budget or just look for the cheapest option?
– No, we are looking for changes your product can bring. But your offer is the most expensive on the market.
– [One more framing phase] I agree that pricing is important in making the decision. But is it more significant than the opportunities they offer can provide?
- Refocus a person’s perspective. You just need to change one notion with another like cost – investments and now you consider any further spending not as a waste but as an opportunity.
“I agree that our offer has a higher price, but as we already know, it is the most suitable option considering your priorities. Our investments have made us able to create a unique product/service. And now you have an opportunity to invest in your future development as well.”
Additional Methods of Handling Objections
Below you will find more recommendations that are meant to improve the quality of your communication with prospects and even in usual life when you meet someone who has completely different points of view and wants to argue with you.
- Take time to listen to your interlocutor. You may want to start persuading your prospect about the benefits and value of your offer, but the wise option here is to listen to the person at first. Otherwise, you risk making a wrong conclusion and build your further presentation on the wrong basis. Instead, you need to get as much info as possible to pick the proper approach. And the customer will appreciate your interest in their point of view as well.
- Be thankful for their honesty. You must realize that expressed objections give you the opportunity to present your offer even more effective uncovering any other additional benefits of it. Moreover, when the person starts arguing it means that you are given with the chance to convince them. This is much better than a laconic “No”. There are plenty of cases when the skeptical customer eventually had bought the product because the salesperson used the right handling objection in selling process approach based on deeper understanding of the objections.
- Show your understanding. Reveal your human nature and tell the person you completely understand the nature of such concerns. Moreover, you do not always deal with the decision maker, so there is no reason for you to build a complicated scheme of persuading. And by empathizing with the prospect you open the door for communication, which plays a crucial part in sales.
- Ask for additional info. It is important to repeat this point as you need to be completely sure that you know the base of the objection you are about to handling. This tip will prevent you from starting a completely wrong convincing conversation. Also, you will exclude the cases of simple misunderstandings where you may see a supposed objection. Additional info provides you with deeper insight into the client’s needs and concerns.
- Show the value. The next step will be pointing out the features of the product or service from the customer’s point of view. After defining what is important to him or her you can name their pain points and show how your offer can be a real solution. This approach to handling sales objections has a massive impact on the outcome of events.
- Reassure the person with proof. Your words can be persuasive, but nothing is louder than real proofs like testimonials or well-known results of applying your product etc. So have a few stories in your pocket to provide examples of the successful implementation of your service or product.
What You Now Know About Handling Objections?
In fact, a lot. Regardless of the previous experience, the provided tips and examples will enable you to understand deeply the concept of objection and turning it into your advantage. Now you will start with listening to the prospect’s concerns instead of interrupting him or her and starting presenting the product more enthusiastic. You will try to show the value and provide real proofs of promised results. And you will keep mastering your handling skills for sure!
Share your own thought on how to handle sales objections effectively as well in the comment section. It would be a great opportunity for experience exchange.