Meeting resistance with resistance only strengthens the prospect's reasoning. Better to disarm them by acknowledging how they feel, because others have felt the same way. Transition with words like "but" and "however" just before addressing the objection.
- Not all objections can be anticipated, and not all are brought up early in the sales process. So what happens when you find yourself in a situation where an objection comes your way that you might not have anticipated? My wife and I took an improv class and learned a technique that's also helpful in sales. It's called yes, and. It's about embracing what comes your way rather than opposing it in order to develop a scene. The same thought process that works in improv can help you deal more effectively with objections. Here's what you need to do.
First, maintain the right mindset. If your self-talk dreads objections, you won't be in a positive frame of mind to deal with them. Train yourself to appreciate objections. One way to do this is to look at objections as involvement. The prospect is involved enough to have considered reasons not to go with your proposal, but the good news is, they're thinking about your proposal. If you can answer their objections to their satisfaction, you're that much closer to making the sale. Second, embrace it.
Although it might seem natural to meet resistance with resistance, don't. When you confront someone who raises an objection, it only strengthens his or her reasoning and resolve. Picture two people facing each other with palms out and touching. When one person pushes, it's very natural to meet that push with your own resistance. When it comes to resisting objections, the prospect will only look for more reasons to justify his or her position, because nobody likes to feel like they're wrong.
So again, embrace that resistance. Think about the principle of consensus. People feel naturally inclined to follow the lead of others, and more-so when the others are just like them. You're better off disarming the prospect by acknowledging you understand how they feel because other customers have felt the same way. This causes their resistance to go down, but you don't want to leave someone in a state where they feel justified or correct in their objection. The next step is to transition with words like but or however just before addressing the objection.
Studies show people tend to forget what comes before but, and they remember what comes after. That's why if someone has ever said to you, honey, I love you, but, you forgot the I love you and only remembered what came after. The final step is to share your perspective on the situation. This will be different based on your product or service, you company, or you. For all the typical objections you face, you'll need to know how you'll answer them. In some circle, these steps to dealing with objections are known as the feel, felt, found approach.
When you put it together, it might sound like this. Pat, I understand how you feel, because others have felt the same way. However, after giving our product a test drive, considering the service plan, and taking into account the extended warranty, they found that we are actually the best value for the money. I think you'll see this as we go through the demonstration and I answer your specific questions. Don't allow yourself to get locked into the exact words feel, felt, found, and don't become mechanical in your response. Be creative, use words you might typically use, then practice so it becomes natural-sounding for you.
Remember, facing objections is like being onstage doing improv. You won't always know what will come your way, but if you embrace it, you'll continue the conversation and have a better opportunity to make a sale.
- Reaching out to prospects
- Developing a rapport with customers
- Making a good first impression
- Giving a successful presentation
- Providing the correct amount of options
- Handling objections
- Understanding the value equation
- Closing the sale
- Asking for referrals