Do objections stop your sales presentation in its tracks or give it momentum for closing the sale?
Objections such as:”Your price is too high”, “I want to think it over” and ” I’m satisfied with my current vendor” are as much a part of your sales call as introducing yourself and presenting benefits. Objections are challenging because they are often emotion-laden responses that your prospects give to express concern or to avoid making a decision. Your success as a salesperson will depend on your ability to discover the inherent emotions of stated objections and respond satisfactorily to your prospects’ real objections.
Instead of fearing objections, view them as genuine concerns or questions in the minds of prospects. In a sense, they are opportunities for you get unique insights into your prospects’ decision-making process. Objections are really legitimate requests for information. In essence, the prospect is saying, “Tell me more.” Moreover, objections are a positive sign that the decision-making process is moving forward.
Stated and Real Objections
Objections are often composed of two parts: the stated objection and the real objection. Stated objections are usually the prospect’s initial response when pressed for a decision or commitment and are sometimes called smoke screens. In many instances, these are emotional reactions to deep-seated concerns, such as fear of making a bad decision, loyalty to the competition, or want to withhold the real objection. In other instances, stated objections are almost an unconscious “knee jerk” response on the prospect’s part. This reaction is like that of a customer in a retail store when the clerk asks, “May I help you?” The customer instinctively responds, “No, I’m just looking,” even if the customer has specifically chosen that store to buy something.
Stated objections are defense mechanisms to protect prospects from turkey investment citizenship committing or from being pressured. Prospects hide behind stated objections for many reasons, including confusion, embarrassment, uncertainty, or both.
There is also the possibility that prospects aren’t able to express their concerns to you. When this occurs, you must help prospects both discover and express their concerns. In this case, it’s best to treat objections as a symptom of an unmet need.
Unless you can get past stated objections by defusing the emotions involved, you won’t get an opportunity to hear the real objections. Real objections represent the prospect’s genuine concerns, doubts, and questions. If you can understand these issues and respond to the prospect’s satisfaction, the sales process will move forward in a natural and mutually beneficial way. Remember, resolving real objections is the key to helping the prospect make positive buying decisions.