A well-crafted and unique selling position will determine how people view the success of your company. FedEx, for example, created a unique selling position: "Federal Express: When it absolutely, positively has to be there overnight." The fear of late delivery sparked the guarantee of overnight delivery. It filled a gap not addressed by competitors. By showcasing the unique speed of service and delivering on its promises, this carrier increased profits and began to dominate the industry.
Everyone who works in any business at all will run into sales objections, regardless. All employees of the business need to learn how to overcome objections. With the right training, it is possible to turn objections into opportunities. Investing in sales objection training will help improve sales and the company’s bottom line. For now, here are ten objections that everyone of us has to deal with on a continual basis:
Three Main Factors: Customers typically introduce sales objections for three main reasons: (1) They may be skeptical of the product or service; (2) Possible misunderstandings and miscommunication, and occasionally (3) Just stalling. Part of overcoming objections is identifying the factors behind them.
Seeing Objections as Opportunities: Employees, and not only sales representatives need to expect prospects to make objections. Rather than seeing objections as hindrances, they should be viewed as opportunities. Addressing objections early on will help prevent any problems later. Simply learn the skill of translating the objections into questions and reasons to buy.
Getting to the Bottom: When handling objections, you need to ask the right questions in order to develop a positive rapport with the client. Every salesperson should be prepared to face objections. Most customers have the same common objections. This means that you should have a number of appropriate questions ready to handle the different objections. Specialize.
Finding a Point of Agreement: An essential part of the sales process is finding points of agreement with the prospect. If you start by agreeing on small points, you make it easier for clients to agree to a sale. For example, a client who agrees that technical support after the sale is important may consider buying.
Have the Client Answer Their Own Objection: It is useful to have clients answer their own objections. The questions that you ask about objections will show you how to move forward. A client who provides a reason for the objection is telling you what he or she needs to strike a deal. Actually, every objection a client asks is pointing to a sale if you learn how to skillfully respond.
Deflating Objections: The best way to overcome most sales objections is to communicate with the client. Training and experience would prepare you to know what sales objections to expect, so bringing them up beforehand and discussing them with the client makes it easier for you to identify the inner workings and deflate objections.
Unvoiced Objections: Not every objection is voiced. There are different reasons why prospects do not voice every objection. They may be uncomfortable or they may feel that the sales representative will not understand. A well-trained sales representative will be able to uncover the unvoiced objections and address them to the client’s satisfaction.
The Five Steps: There are five critical steps to handling all sales objections. It is important to never argue with clients about objections, but: (1) Expect them; (2) Welcome them; (3) Affirm them; (4) Give complete answers; (5) Identify compensating benefits.
Dos and Don'ts: There are some ‘common-sense’ dos and don’ts to remember when handling sales objections. In the middle of a negotiation, however, it is easy to forget common sense rules. It is important to develop a rapport and earn the client’s trust, so always remember your dos and don’ts:
Do: Stay positive; Listen carefully; Be aware of your body language; Affirm clients; Provide facts with your answers!
Don’t: Say something unflattering about your company; Say anything negative about the competition; Lose your temper; Lie; Ignore an objection!
Sealing the Deal: Once you overcome the sales objections, you should be able to seal the deal. Closing is a delicate process and it is critical to do it effectively. Don’t rush. Time the close carefully, and practice tried and true closing techniques. Being over eager could cost you the sale.
Much success to you!
DISCLAIMER: This article was written and presented by Fas Trac Inc. Neither does the editor nor this newspaper is responsible for the content presented. Fas Trac Inc. provides business consultancy for buying, streamlining, or selling a business; as well as conducting workshops on various interests for business owners, management and employees. For more success please write fastracinc@shaw.ca.
