Winning Sales Presentations Personal Use Ebook

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Listen

Listen carefully to the objection. Make sure that you don’t interrupt the prospect. Think carefully about what they are saying before you respond. Thank them for their candour and for the opportunity to address the objection. The point here is twofold: first, you want to demonstrate to prospect that you are concerned and second, you want to be able to fully understand the nature of the objection so you can deal with it and move the sales process forward.

Explore

Make sure that you actually do have a complete grasp of the nature of the objection. Ask further questions if necessary. Ask for clarification. You want to make sure that you are dealing with the full nature of the objection and that there are not further objections hiding underneath the one that is being stated.

Respond and Resolve

Once you’ve listened to and fully explored the objection, it’s time to respond to what you’ve heard. Think about what factor is causing the objection and then respond. Keep your response short and to the point. Make sure to propose a clear resolution to the problem in your response. Do not go on and on, repeating information that you’ve already presented. This will only serve to alienate the prospect. You know what their position is, now is the time to quickly solve the problem.

A Special Note on Money

Every salesperson has heard a prospect say that they can’t afford the product or service in question. Money is a tricky objection to deal with, since on its face it appears to be airtight. The prospect doesn’t have the money to meet your asking price, so your choices appear to be lower your price or walk away. Neither of these would be the correct action. You see, money, when used as an objection, very often is running interference for other hidden objections. If you can uncover and deal with these objections then it is likely that the money objection will disappear and you will be able to close the sale. Therefore, resist the temptation to validate your price. Instead, ask the prospect what they would do in regard to your product or service if price were no object. Very often, the answer to this hypothetical question will give you a clue as to what the real objections actually are. In addition, no matter what those hidden objections may be, resist the temptation to lower your price in order to close the sale. Once you do, the prospect will undervalue everything you do and, even if you close the sale, will expect discounts on everything you provide to them in the future.

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