Secrets of Successful Selling Habits by Zig Ziglar

Author:Zig Ziglar
Language: eng
Format: epub
Publisher: G&D Media
Published: 2019-04-14T16:00:00+00:00

9

CHAPTER

Turning Objections into Sales

Zig

It might come as a surprise to you when I say this, but the thing that we salespeople ought to get the most excited about are objections. You see, if there were no objections to begin with, there’d be no need for us as salespeople. People would just go ahead and buy everything, and we would be out of the picture. One of the most important aspects of selling is dealing with those objections.

To begin with, let’s understand the basic difference between a question and an objection. A question simply means they’re seeking information. How long will it take for delivery? What colors does this come in? A person who raises an objection is looking for encouragement. They are saying, “I have an interest in this, and I want you to give me some encouragement about the way I can end up owning what you are selling.” No objections and no interest, I think, go together without any doubt.

Objections are our friends. They clearly say to us as salespeople, “Yes, I am interested in what you are selling.” You don’t have to answer all objections. That’s the first thing that I want to make clear.

For example, this set of clothes I have on. I did not like all of the things about this suit. As a matter of fact, there were two things I didn’t like about it, and yet I bought the suit.

What were the two things I didn’t like? I wasn’t overly excited about the price. I just to have to fess up going in; I wasn’t. The second thing I didn’t like about it was the fact that I have to wear a belt. I prefer the other kind, but my wife told me it was a nice fit and that the color went well with me. She said, “Honey, I like it.” All objections were overcome. I bought the suit.

The third thing about objections is the fact that when you’re out in the world of selling, approximately 90 percent of them will be the same. In many cases, what you need is a new presentation or a more conclusive or inclusive presentation, because if the same one keeps coming up, it indicates that you’re not doing enough selling in the presentation itself.

Let me say this as point number four. There’s a formula which fits in most cases, and you can adapt this formula and follow it in handling objections. However, we need to remember that there are many different kinds of prospects. You have the animal prospect, who’s going to bear it in mind, the insomniac prospect, who’s going to sleep on it, the musical prospect, who will make a note of it, and the playful prospect, who’s just feeling out the market.

I believe we need to clearly understand that all prospects, regardless of what kind they are, have two basic things in common. Number one, they want to be right. Now, salespeople, you can relate to that. You know you want to be right.

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