If you have been following the series, you will know that step 1 is all about building trust and rapport with your prospect. Step 2 is about asking relevant questions. Step 3 finding out everything you can about your prospect’s values and buying preferences. Step 4 about matching the product to the customer and step 5 about going into a “conditional close”.
You may think that’s all that is required, but dealing with objections is one of the most important parts of the whole process, if you have to cover it at all. It may be that you have covered everything well and your prospect is prepared to purchase your product or service after you reach step 5. What if you missed a small, but essential fact about your prospect in your question process and this leads to an objection?
You Must Deal With Objections Effectively
When you do things properly when running through steps 1 to 5, the reasons to say “no” are nearly all gone. There will still be people who will say no even though you have done things perfectly well. Remember that it could be a “no for now”, so don’t worry about it. The best thing to do is move on. Say thank you for their time and leave without pursuing anything. You will be remembered for not “chasing the sale”. Some people will expect you to do that, so surprise them.
Some people will not give you a direct “no”, but they will offer objections. When you experience this, you can still handle this and still not give an excuse to say no. Also, if you can actually get the prospect to “object to their objection” by asking some good questions, you may be able to turn things around.
When you get an objection, it may be that you have missed that specific value or fact I spoke about earlier when going through the process. An objection is often a sign that you have missed something that may be important to the prospect that you’re not aware of.
There are some common objections that regularly come up. These can be “I don’t have time” or “I don’t have enough money” or any other “I don’t have” style objection. There will be others of course, but let’s take a look at these examples.
How do you deal with this?
You have been through everything in the steps and asked the relevant questions, so you know that the training meets the needs of the prospect. The prospect has actually AGREED in the process that they need a course like you are offering and can see that they can be more productive and potentially make more money if they were to complete the course and take action. You have indeed met the criteria of the NEED of your prospect.
With this in mind, you could reply – “If, as you have said, this course meets your needs and you believe you can be more productive after completing it, you will achieve your ambition of having more time. Also, the success you get from what you learn will help you to grow your business and be more efficient. This will help to give you more time. With this in mind, do you think it makes sense to invest some time now to have more time in the future?”
If the objection is about the course being “too expensive”, it can be dealt with in a similar way. You can state that the course will help them learn things that will lead to more sales and profit. This will lead to the possibility of more wealth and it would make sense to invest in it now because they have agreed taking the course will help them make more money after they have completed it and take action on what they learn.
The important thing in any of this is that you are authentic. Show proof of the results if you have them available and it’s relevant to do so. There is no need for “hype”. After all, the prospect has agreed that the course is something they NEED!
I hope you have got lots of value from this series on the steps to successful selling. I also hope that you get more success in your selling process by applying these principles, and also avoiding the need to deal with objections.
To the future