DEALING WITH OBJECTIONS


In addition to the examples above, here are four specific techniques to be effective in dealing with objections.


ANTICIPATE AND INITIATE First, anticipate the reactions your prospect is likely to have. Preparation is better than inspiration, so bring up the potential objections before your pros- pect does – and then provide the an- swers. You can do this by using phrases such as, “You may be asking yourself...” or, “Like many of our customers, your initial reaction might be...”


By initiating the discussion of the potential objection, you project three important characteristics of a professional: experience, confi- dence, and concern. You exhibit experience in showing that you have met and successfully dealt with situations similar to that of your prospect. You show confidence by not avoiding or appearing fearful of the objection being raised and discussed. And you show concern by your empathy to raise your pros- pect’s comfort level.


REPHRASE


A second technique is to rephrase the objection in your prospect’s words. On a conscious level, this conveys that you heard and un- derstood. Even more powerfully, it says – on an unconscious level – that you and the prospect are alike. The more your prospect likes you, the more successful you’ll be. In large measure, we all tend to like those people who are perceived to be most similar to ourselves. Prospects are no different.


RESTATE Third, restate the objection as a question. Remember that, many times, an objection is really nothing more than a request for additional information. By restating the objec- tion as a question, you will accom- plish two important things:


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• Put the objection in its proper context – positioning it as an expression by your prospect of a need for more data, and not as a reason to avoid a buying decision.


• Once your prospect agrees that he or she is asking a question, you are thereby appointed the expert with the answer. This technique should include the elements of restating the objection as a question and a benefit statement. For example, let’s say your prospect has objected to the length of a lease you are offering. You might say, “So what you are asking is, ‘How can I en- joy the lower cost per square foot and still feel comfortable with the five-year commitment?’ Right?” When your prospect acknowledges that, yes, that is the question, you can deal with it by pointing out the sub-lease clause, the substantial savings, the unlikelihood of the term becoming a burden, or other benefit-laced responses.


ACKNOWLEDGE Finally, a fourth technique is merely to acknowledge the objection and move on. This is particularly valuable if you feel you are being subjected to the pattern of your prospect’s Minefield. How do you do it? With a nod or an “uh-huh,” immediately followed by a benefit statement that relates to your prospect’s needs. In this grand selling profession of ours, there are no guarantees. Even


applying all these techniques will not assure you of 100 percent success in overcoming objections. But applying none of them will assure you of short- changing your potential. 


BOOST YOUR SALES • CLICK HERE! SELLING TIP Brush Yourself Off


It can be embarrassing and ego-deflating to be on the receiving end of a brush-off. Es- pecially if you’re relatively green in the selling game. Especially if the “brusher-off” is your boss. Before getting upset, though, review the situation realistically. Your busy boss probably


didn’t have the time at that mo- ment to talk to you. Sure, what you had to say was important. But your boss probably had a dozen things he rated as higher priority. Chances are that the message you got from your boss wasn’t the one he intended to send. It wasn’t intentional. Keep in mind that what hurts you hurts him as well. So think twice, then once again. Maybe you weren’t brushed off at all.


– RAY DREYFACK SELLING POWER JUNE 2017 | 7 © 2017 SELLING POWER. CALL 1-800-752-7355 FOR REPRINT PERMISSION.


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