SKILL


Recognize the Three Types of Objections ROGER M. PELL


Current research on sales objections shows that presentations resulting in a sale have 58 percent more objections than presentations that were unsuccessful. Think of it – 58 percent more objec- tions. It seems the road to success is paved with good objections.


Objections are defense mechanisms. Most prospects avoid a buying deci- sion because it represents risk. Con- sequently, the average prospect will procrastinate as much and as long as the salesperson allows.


Objections fall into one of three categories:


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• Road signs • Insufficient information • Minefields


Listen to what your prospects say. They will invariably provide you with directions to their greatest concerns. Another way to say this is they will tell you what benefits are most important


so you can present your product in a way that best satisfies their needs.


THE THREE OBJECTION TYPES Road Signs: These objections lead you to the next topic to make the sale – not away from the sale. If your pros- pect says, “It’s too small,” that should point you in the direction of the right size to fit your prospect’s needs.


Insufficient Information: This is noth- ing more than your prospect saying, “You have not given me enough ben- efits to make a decision to buy.” Think of your prospect standing in front of you with hands extended. In one hand, the risks of making a buying decision are weighed; in the other, the benefits.


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