Sales – How to Handle Objections

Posted September 14th, 2007

Objections are a fact of life for a salesperson and a lot will say that they hate when they get them. I really don’t think this should be the case as objections are just another way for a prospect to say, “I need more information” and can actually be a good sign that a sale is not too far away. After all, if you handle the objection effectively, what reasons are there left not to buy?

The most common reason for salespeople disliking objections is the simple fact that they are not prepared for them. There are no excuses for not being prepared for objections, after all, there are only so many objections that you are likely to receive and believe me, the prospects of the world are not sat in a room right now thinking up new and better objections in order to catch you out!

A truly effective salesperson will spend time practicing and perfecting their response to these objections and when they receive them the response will be so slick and meaningful the prospect will have no option but to buy the product or think up a whole new objection…that can be answered just as quickly!

Another thing to consider when overcoming objections is the way you deliver them to the prospect. There are four practical techniques to follow.

Pre-empt the objection – The best way to avoid receiving objections is to answer them in your pitch. If you have an awareness of the common objections that you get to your product/service, not pre-empting them seems madness.

Some salespeople might argue that it’s best not to highlight the downside to a product. Believe me; even if your prospect doesn’t say it, they’re thinking it. Get the issue out in the open and answer it straight up. That way, when you reach for a close, the prospect will not have the objection.

Treat objections as questions – Objections are not something to be feared. If you treat the objection as just another question that drives you towards the sale you will find that your body language and tone of voice doesn’t alter and your enthusiastic response will be seen by the prospect as a positive statement of confidence in your product.

Agree with the prospect – This is no time for an argument! You are not opposing the prospects statement, simply helping them to understand your point of view. There is a tendency to use words like ‘but’, which put up barriers between you and the customer. Instead, make them realise that you respect their query by supporting it and then stating your side of things. A good technique to follow is one developed by Zig Zigler (well known sales trainer), which is…

Use Feel, Felt, Found – This process is great for handling objections whilst still acknowledging and respecting the prospects point of view. When a customer raises an objection, you say something like; “I understand how you feel, our other customers felt the same way too until they found that…” This technique is incredibly simple and yet amazingly effective.

This is an excerpt from the workbook in the Trainer Bubble training materials for ‘Practical Selling Skills’. Visit our website now to view the rest of the content.


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