Anybody who has been in sales for five minutes knows that objections can be frustrating. You could be selling free money and some people would still find something to complain about. There are a few basic reasons why people use objections, and understanding these will make your sales effort easier.
First, let's talk about valid objections. Valid objections are any disconnect between what the customer wants and what the customer thinks you are selling. I want a blue car and you only have the one I want in red. I might object to the color.
Dealing with valid sales objections might involve creative problem solving. You might give me the red car at a discount so I can go get it repainted. It also might mean that you walk away from a sale because you don't want to create a unhappy customer.
How do you tell if an objection is valid? First, if a customer comes to your with specifications you can't meet, or while you are gathering needs you find out the objection may be valid. You may also seek out more information about the objection and learn that it is indeed a disconnect.
A valid objection might also be a misunderstanding. A customer might have a false impression about your product that you can clear up.
Invalid objections are excuses that customers come up with not to buy. They can be exaggerations, lies, or just items that customers have some discomfort with. There are a few reasons why customers come up with objections:
- No rapport: You have yet to build a relationship where the customer trusts you. There is a cultural norm that sales people are out to get our money at any cost. You haven't made yourself different from that image in the customer's mind.
- Natural Sales Resistance: Nobody likes to feel sold. We all resist the idea that we would give up our will power to some salesperson. We all resist someone trying to sell us something to some degree.
- Contrarian Personality: There are some people who just like to disagree all the time. They usually don't do this to be difficult, but unconsciously it's how they add to a conversation. It's about low self esteem and asserting that they are special and different. You may have to puff up their self esteem a little bit to get their trust, and be careful about disagreeing with them.
The easiest way to counter any objection is before it occurs. Build rapport, stay attentive to the communication and ego needs of your customer, and never ever argue.
J D Moore - Marketing Comet