Techniques for Meeting Objections

Having uncovered all objections, a salesperson must answer them to the prospect’s satisfaction. Naturally, different situations require different techniques. You can:

1. Pass up the objection
2. Rephrase the objection as a question
3. Postpone the objection
4. Boomerang the objection
5. Ask questions about the objection
6. Directly deny the objection
7. Indirectly deny the objection
8. Compensate for the objection
9. Obtain a third-party answer to the objection

Do Not Be Afraid to Pass Up an Objection

Occasionally you may have a prospect raise an objection or make a statement that needs not addressing it. After introducing yourself, for example, a prospect may say, “I am really not interested in a service such as yours.”

You have two options. Firstly, you can say, “Well if you ever do, here is my card. Give me a call.” Secondly, you could take the pass up approach used by top salespeople and say something that allows you to move into your presentation, such as immediately using the customer benefit approach or simply asking “Why?”

As you gain selling experience, you will be confident in knowing when to pass or to stop and respond to the objection. If you pass up an objection and the prospect raises it again, then treat this as an important objection. Use your questioning skills to uncover the prospect’s concerns.

Rephrase an Objection as a Question

Since it is easier to answer a question than to overcome an objection, rephrase an objection as a question when you can do so, naturally. Most objections are easily rephrased. Each procedure, except the objection based on a bad previous experience with the product by the prospect, has the same first three steps:

• acknowledging the prospect’s viewpoint,
• rephrasing the objection into a question, and
• obtaining agreement on the question.

Postponing Objections Is Sometimes Necessary

Often, the prospect may skip ahead of you in the sales presentation by asking questions that you address later in the presentation. If you judge that the objection will be handled to your prospect’s satisfaction by your customary method and that the prospect is willing to wait until later in the presentation, you politely postpone the objection.

Tactfully used, postponing can leave you in control of the presentation. Normally, respond to the objection at once. However, occasionally it is not proper to address the objection. This is usually true for the price objection. Price is the primary objection to postpone if you have not had the opportunity to discuss product benefits. If you have discussed the product fully, then respond to the price objection at once.

Send It Back with the Boomerang Method

Always be ready to turn an objection into a reason to buy. By convincing the prospect that an objection is a benefit, you have turned the buyer at once in favour of your product. This is the heart of the boomerang method. Take, for example, the wholesale drug salesperson working for a firm like McKesson and Robbins, who is selling a pharmacist a new container for prescription medicines.

You have used reverse psychology. Now, the prospect is listening, giving you time to explain your product’s new features and to make an offer to repair the old units. You are ready to sell more products, if possible.

Another example is the industrial salesperson who responds to the prospect’s high price objection by saying, “Well, that’s the very reason you should buy it.” The prospect was caught off guard and quickly asked, “What do you mean?” “Well,” said the salesperson, “for just 10% more, you can buy the type of equipment you really want and need. It is dependable, safe, and simple to operate. Your production will increase so that you will pay back the price differential quickly.” The prospect said, “Well. I hadn’t thought of it quite like that. I guess I’ll buy it after all.”

Boomeranging an objection requires good timing and quick thinking. Experience in a particular selling field, knowledge of your prospect’s needs, a positive attitude and a willingness to stand up to the objection are necessary attributes for successful use of this technique.

Ask Questions to Smoke out Objections

Intelligent questioning impresses a prospect in several ways. Technical questions show a prospect that a salesperson knows the business. Questions relating to a prospect’s particular business show that a salesperson is concerned more with the prospect’s needs than with just making a sale. Finally, people who ask intelligent questions, whether they know much about the product, the prospect’s business or life in general, often receive admiration. Buyers are impressed with the sales professional who knows what to ask and when to ask it.

Five-Question Sequence

Buyers state objections for many reasons. From time to time, all salespeople sense that a buyer will not buy. As you gain sales experience you will be able to feel it. It may be the buyer’s facial expressions or a tone of voice that tips you off. When this occurs, find out quickly why a prospect does not want to buy. To do this, consider using a pre-planned series of questions.

Let’s assume you have finished the presentation. You try to close the sale and see that the buyer will not proceed with the conversation. What do you do? Consider using the following five-question sequence.

Firstly, use this question, “There must be some good reason why you are hesitating to go ahead now, do you mind if I ask what it is?” When the reasons are told, or if it is an objection, immediately double-check the objection with another question: “In addition to that, is there any other reason for not going ahead?” The buyer may give the reason for not buying or the buyer may give the original objection. No matter what is said, you have created a condition for buying.

Now, use question number three, a “just suppose” question: “Just suppose you could then you would want to go ahead?” If the answer is yes, discuss how you can do what is needed. If you receive a negative response, use question number four: “Then there must be some other reason. May I ask what it is?” Respond with question number two again. Then ask, “Just suppose… You would want to go ahead?” If you receive another negative response, use question number five by saying, “What would it take to convince you?”

What often happens will surprise you. The buyer often will say, “Oh, I do not know, I guess I’m convinced. Go ahead and ship it to me.” Alternatively, you might be asked to go back over some part of your presentation.

Return to selling by discussing the return on investment and affordable payment terms. You went from the first objection to the double-check question. (“In addition to the money, is there any other reason for not going ahead?”) Then, you used the just suppose question. You met the condition, the machine’s cost. Then you used the convince question. The buyer said yes, so you can keep selling.

Now you must get a response. The buyer must set the condition. You, as the salesperson, are in control. The buyer is answering the questions. Remember, you want to help the person buy. When you get an objection, you are told what you must do to make the sales happen. So, do not fear objections; welcome them!

Use Direct Denial Tactfully

You will face objections that are often incomplete or incorrect.

Tact is critical in using a direct denial. A sarcastic or arrogant response can alienate a prospect. However, a direct denial based on facts, logic and politeness can effectively overcome the objection.

If I say to you, “You are wrong. Let me tell you why,” what happens to your mind? It closes! So, if I tell you that you are wrong, and this closes your mind, what would I have to tell you to open your mind? That you are right! But, if what you said was wrong, do I tell you it was right? No, instead, do what the example illustrated by saying, “You know, you are right to be concerned about this. Let me explain.” You have made the buyer right and kept the buyer’s mind open. Also, you could say, “You know, my best customer had those same feelings until I explained that…” You have made the customer right.

The Indirect Denial Works

An indirect denial is different from a direct denial in that it initially appears as an agreement with the customer’s objection but then moves into a denial of the fundamental issue in the objection. The difference between the direct denial and the indirect denial is that the indirect denial is softer, more tactful, and more courteous. Use the direct denial judiciously, only to disconfirm especially damaging misinformation.

The typical example of indirect denial is the “Yes, but…” phrase. Here are several examples:

• Yes, but would you agree that it takes information, not time, to decide? What kind of information are you really looking for to make a good decision?
• I agree. Our price is a little higher, but so is our quality. Are you interested in saving R1 200 a year on maintenance?
• Sure, it costs a little more. However, you will have the assurance that it will cost much less over its lifetime. Isn’t that the way your own products are made?
• Your point is well taken. It does cost more than any other product on the market. But why do you think we sell millions of them at this price?
• I appreciate how you feel. Many of our customers made similar comments prior to buying from me. However, they all asked themselves; “Can I afford not to have the best? Won’t it cost me more eventually?”

The indirect denial begins with an agreement or an acknowledgement of the prospect’s position. Yes, but I agree. Sure. Your point is well taken, and I appreciate how you feel. These phrases allow the salesperson to tactfully respond to the objection. Done in a natural conversational way, the salesperson will not offend the prospect.

Try this yourself: When a friend says something you disagree with, instead of saying, “I don’t agree,” say something like “I see what you mean. However, there is another way to look at it.” See if this, as well as the other communication skills you have studied, helps you to better sell yourself – and your product.

Compensation or Counterbalance Method

Sometimes a prospect’s objection is valid and calls for the compensation method. Several reasons for buying must exist to justify or compensate for a negative aspect of making a purchase.

For example, a higher product price is justified by benefits such as better service or higher performance. In the following example, it is true that the prospect can make more profit on each unit of a competing product. You must develop a technique to show how your product has benefits that will bring the prospect more profit in the end.

Let the Third-Party Answer

An effective technique for responding to an objection is to answer it by letting a third-party answer and using someone else’s experience as your proof of testimony. Salespeople use a wide range of proof statements today. You might respond to a question in this way; “I am glad you asked. Here is what our research has shown.” or “EPA tests have shown…” or “You know my best customer brought that point up before the purchase… but was completely satisfied.” These are examples of proof statement formats. If you are a person or a company’s name, be sure to obtain their approval first.

Secondary data or experience, especially from a reliable or reputable source, is successful with the expert or sceptical prospect. If, after hearing secondary testimony, the prospect is still unsure about the product, one successful equipment salesperson asks the buyer to contact a current user directly.

A salesperson should use this version of the third-party technique only when certain that the prospect is still unsatisfied with how an objection has been handled and that positive proof will clinch the sale. This dramatic technique allows the salesperson to impress a prospect. It also shows a flattering willingness to go to great lengths to confirm a claim.