Objections? No Problem!

You've just given the most comprehensive and dynamic of all sales presentations. Your buyer comes back with one of these responses:

"Your price is too high."

"The last vendor said that, and she didn't deliver!"

"This proposal offers bells and whistles I don't need."

"I want to wait and see what my current supplier offers."

Even the most experienced salesperson hears these objections. To respond effectively, a salesperson must be able to identify the type of objection and answer it accordingly. Here are four types of objections and how to address them:

The Drawback. "Your price is too high." A drawback is something the buyer objects to that you cannot change. It gives you a two-part challenge: First, discover why the buyer believes the drawback-ask, "Why do you say that?" Often the buyer is comparing your price to that of an unequal product or service, or is making assumptions based on previous buying experiences. When you know why the buyer believes the drawback, your second step is to explain why your product or service is priced the way it is. Restate the benefits of what you're offering and its value to the buyer. People buy what your product or service does for them.

Skepticism. "The last vendor said that, and she didn't deliver!" Skepticism is the buyer's doubt of the validity of your claim. The most effective way to dispel this doubt is to refer to proof sources, such as customer testimonial letters, business publications, research material, and other documents that support your position. You also might consider inviting your prospect to your office to meet the people he or she would be working with.

Misunderstanding. "This proposal offers bells and whistles I don't need." A misunderstanding is just that-a misinterpretation of what you've said or offered. Respond by rephrasing what the prospect said and clearly making your point again. For example, you might respond to the above statement with, "If I understand you correctly, you feel we're offering other options you haven't requested." The prospect nods, and you continue, "That's what makes ABC Co. unique. We want you to have the most comprehensive product available so that when you need these additional options, they're there for you." Continue by describing your product's particular capabilities and how the buyer will benefit from them.

The Stall. "I want to wait and see what my current supplier offers." Empathize by saying, "That's a wise decision. I'd like to ask you a few questions, if I may. Are you impressed with what we're offering? Does it meet your needs? Are the account-handling commitments we discussed satisfactory? Is there anything you're looking for that we haven't discussed?" Go back over all the points you agreed upon during your presentation to reconfirm their benefits. When everything is in agreement, close again. If you have uncovered any misunderstandings, skepticism, or drawbacks, handle them appropriately, then close again.

Here are some additional tips on identifying and responding to vocalized objectives:

Maintain a positive attitude. Each objection is a question. Each question and answer gets you nearer to closing the sale. Respond with enthusiasm and confidence.

Prepare ahead of time. No objection should catch you by surprise. Before delivering your proposal, make a list of anticipated objections and prepare and rehearse your responses.

Be patient. Buyers tend to answer their own objections. This regularly happens when you have two decision makers in the room. Let the conversation flow, and listen for additional questions to which you can respond.

Remember, as salespeople we want to hear objections. When buyers send out these signals, they're giving you clues about their interest. Give the buyer a chance to make the decision based on the information you've provided. If you've done a good job throughout the sales process, the objections you hear should enable you to reconfirm your value to the buyer and close the sale.