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Addressing Sales Resistance, Tough Questions And Objections
03 March 2010
Addressing Sales Resistance, Tough Questions And ObjectionsIt's your choice: View sales objections as reasons why the prospect won't buy, or view them as clues to what is missing in your presentation. The latter approach is the key to Addressing Sales Resistance, Tough Questions And Objections
All sales professionals encounter some form of prospect resistance during sales calls / meetings. Instead of focusing on attacking sales objections and resistance, you may want to reevaluate what prospects are really saying to you. For this week's column, I've gone back and pulled out some of my readers' favorite tips on dealing with resistance and objections.
Question the objections
When you hear objections, don't tense up. Ease up instead. Don't give the prospect the feeling that you're ready to pounce on him. Get curious, and calmly discuss the reason for the objection. Start out with phrases like:
Let's talk about that question.
Let's discuss that.
That's an interesting comment. Let me be sure I have a good understanding of it.
Tell me more about that.
Once you've "softened" the prospect, then you can proceed with your questions to uncover the real reason behind his objection. Then you can narrow it down even more:
If I understand what you're saying, this is the program you'd choose if it weren't for the price. Is that right?
Let me be sure I understand. If we included the workbooks, we'd win the bid, correct?
Let's confirm we're talking about the same issue here. You would get the system from us; it's just that the delivery time is holding you back, right?
Focus on why prospects say what they do
Upon hearing an objection, or a comment that you disagree with, resist the temptation to react negatively or get defensive. Instead, ask yourself, "Under what circumstances could this be true? What would cause someone to feel this way?" You are now in a better position to understand the prospect's feelings and question him. Don't argue with your prospect; arguing will only help him harden his position.
The prospect might not buy today, but when will he?
You've reached the point in the call where you've bumped into one dead end after another. You're searching for something to keep the call going, but you're coming up empty in the brilliant phrases department.
What do you do? Well, if all of your options are exhausted, that probably means that the person isn't a prospect for you -- today. No problem. But he might be a future customer. Let the prospect tell you what needs to change for that to be true. Ask him:
Under what circumstances would you consider upgrading?
What would have to happen with your organization to make you look at adding personnel?
At what point would you see yourself increasing your ad budget?
What changes would need to take place before you'd implement this type of program? What are the chances of that happening within the next year?
What do you see happening in your department over the next couple of months that might have an effect on what you'll do regarding this issue?
These questions get the prospect thinking about the possibilities. And if he can visualize those changes and possibilities, that's the first step in helping the prospect consider your product as an option.
What does the word "too" mean in a resistance statement?
When you hear resistance prefaced with "too," determine the prospect's frame of reference. What does "too" mean? In relation to what? For example:
Prospect: "It's too much money right now."
Salesperson: "I see. What are you comparing the amount to? What amount did you have in mind?"
Prospect: "We have too many things going on right now to consider a change."
Salesperson: "Oh. What will have to happen in order to create a calmer situation?"
Prospect: "The space is too little."
Salesperson: What size did you have in mind?
Focus on why the prospect wants to buy, not the resistance
Think about how you would react to this statement: "On the one hand, we really like your program. However, (insert objection here) is going to stop us from working with you."
Many sales reps would jump in and attack the objection. But wise sales pros take the other path and instead focus on what the prospect likes:
Ok, let's talk about that. First, let's go through the reasons you've identified for wanting to use our program.
Let the prospect talk, but prompt him when necessary. You'll probably find that the prospect talks himself into what you have, while minimizing his reason for resisting. It's a much better approach than helping the prospect focus on the objection.
Pick out a few of these ideas, then fine tune and customize them. They will help you melt through resistance on your way to more sales. Return to News list
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