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"Conquering Buyer Reluctance"

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Prospects and customers present objections when they don't comprehend, confirm, or concur with the claims you are making about your products and services. Some salespeople quit the selling process at this point and concede the victory to the buyer. Professional salespeople, on the other hand, consider objections a minor roadblock and use them to further educate the prospect, to gather more intelligence about the prospect, or to help the prospect solve a problem or dilemma.

Draw out the objection. It's easy to tell when a prospect or customer has an objection. Don't ignore it. Try to draw out information from the prospect. If you settle the issue in the beginning, it will be easier to resolve. You can inquire, "Is everything clear at this stage of my presentation?" or, "Have I explained all the features and benefits to your satisfaction?" After the prospect or customer has completely explained the objection, repeat the information back to the person to show you understand it. Analyse the objection. Now that the objection is out in the open, you need to dissect the reasoning behind the problem. Again, use clarifying questions that prompt the prospect or customer to give you more information. You could ask, "What do you think of my solution?" or, "Do you want more information?" or, "What do you think you will need to resolve the issue?"

Here are three things to keep in mind as you analyse the objection:

1. Know the person's concerns. Try to understand the foundation of the prospect's or customer's concerns. Is there a fear of buying something new? Is pricing an issue? Is there a lack of technical knowledge?

2. Attempt to understand hidden needs and requirements. Behind many buyer objections are unspoken or unclear requirements. By probing, you can reveal concealed or secret needs, learn more about the prospect or customer, and win the chance to show how you can satisfy those wants and desires.

3. Allow the customer to express negative feelings. Many salespeople avoid talking about anything negative during a sales presentation. Professional salespeople probe and try to allow the prospect or customer to discuss all the unfavourable aspects of the offer. When these issues are out in the open, they are much easier to address and resolve. Answer the objection. When you believe you completely understand the customer's uncertainty, provide the pertinent information to resolve it.

Once you present your options, continue to probe. You could ask, "Does my answer satisfy all your concerns?" Be ready to repeat and continue to explain your solution if the person hesitates or appears unconvinced. Dissolve the objection. Learn all the accepted techniques for handling objections, and you will find that most objections will disappear.

  "fortune favours the prepared mind"