Secrets of Successful Sales by Alison Edgar

Author:Alison Edgar
Language: eng
Format: epub
Publisher: Panoma Press Ltd

Step 9: Objections

“A no is not forever, just for now”

– Will King, Founder of King of Shaves

It would be great if everyone always said yes! But they don’t... I may be good, but nobody can stop every objection.

We all get objections, but we don’t all handle them as well as we could. Sometimes we take them personally, sometimes we’re offended by them. Don’t be – it’s all part of the process.

Sales is a bit like dating – an objection in sales is like a knock-back in dating. If someone doesn’t want to go on a date with you, very rarely would they say, “I can’t meet you because I don’t like you”, instead they will let you down gently and say, “I’m sorry, I’m washing my hair that night”. They don’t want to give you the full story. It’s your job to detect whether they really are washing their hair or they are just not that interested, and it’s the same in sales.

In the world of business we call these true and false objections. A true objection is when someone is telling the truth and has no need for your product or service at this time. But as my friend, Will King, says, “A no is not forever, just for now”, and just because they don’t need what you’re offering right now, it doesn’t mean they won’t need it in the future. A false objection is just an excuse for not buying or a fob-off because someone doesn’t know how to tell you they are not interested – it’s the dating scenario again. The most common objections are:

• Need – What you’re offering doesn’t fit the customer’s needs.

• Time – The customer doesn’t have time or it isn’t the right time for them to purchase.

• Alternative source – The customer is already using your competitor.

• Bad experience – The customer previously had a negative experience from similar products or services in your industry.

• Cost – The customer doesn’t have the budget or your competitor is cheaper.

If you have followed the process and used open questions to get the need, when it comes to the close, the customer shouldn’t object. An objection is a sign that you’re selling too soon. The process is a circle because you just keep going round until you convert the sale, but when someone objects you go back to asking the open questions and use them to work out if the objection is true or false.

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