Sales Objections Overruled May 22, 2007 From the Management Advisor
By Craig Harrison
Sales objections come in all shapes and sizes. Your challenge as a professional is to avoid taking them personally, recognize their part in the sales process, and learn to transform them into opportunities to solidify sales. Here are some common sales objections and how to come back strong to win even the most difficult of clients.
1. Blocked at the Gate: "What is the nature of your inquiry?" One common objection—especially when courting corporations where there are receptionists, administrative assistants and voicemail systems that can screen you out—is getting to the decision-maker. Many gatekeepers are authorized and encouraged to say "no" to sales propositions, but you can still make these employees your allies. Use politeness, humor and creativity to show them you bring solutions to their problems. Gather valuable information from them to help you better sell to their bosses. Then you can enlist these gatekeepers' support when you finally do get a shot with that C-level exec.
2. Competition: "We already have a service." Your prospect may already have someone handling his transaction needs. Don't defame them, become defensive or slink away. Probe further with questions such as "What aren't they doing for you at this time?" There may be room for both of you. Ask: "If you could change one thing about your existing relationship with your current provider, what would it be?" Look for openings. Get your foot in the door and show the difference you can make.
3. Price: "We can't afford you." Price is a common objection. Nicely counter with the question: "How can you afford not to hire me?" Once you shift the discussion to the value of the services rendered, price will shrink in their perception. Explore with prospects the cost of not using your services and products. What does it cost them in lost time and money? Put a price tag on their doing nothing to show that your fee's a bargain by comparison.
4. Timing: "We're fine for now." Some folks just want to sit pat and avoid change—or at least delay it. They eschew opportunities to grow. Nicely ask: "How has that worked for you so far?" Ask them: "Are you aware of your competitor's recent moves?" Emphasize the advantages you can deliver vis-a-vis their competitors.
5. The meta-issues Sometimes price, timing and other objections mask the true issues: internal dissention, lack of strategic planning, ignorance of trends, best practices and new technologies. Listen for the message within their objections and be understanding. Your non-judgmental approach and gentle manner will reassure them, which will put you in good sted.
Craig Harrison helps professionals express their excellence through sales and service training. Send an e-mail to excellence@craigspeaks.com or call (510) 547-0664.
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