An essential step in trying to overcome a sales objection is to understand what caused it in the first place. Knowing that may allow us to avoid it, or, at least, help us to design better rebuttals. If our behavior earlier in the sales process caused the objection, learning to change that behavior will help us acquire more business.
To overcome sales objections we must, first, understand who creates the objections, and why. Only then can we develop appropriate sales rebuttals.
Most sales people find that many of their potential customers tend to give the same or very similar, sales objections. There are several reasons for this, but the one I want you to really work on is this:
As a sales person you have developed skills and tendencies over the years that, now, come naturally to you. What you may not realize is you have also developed a sub-conscious method of moving the customer into the same sales objection.
Usually, this happens with sales people who have a history of being very successful at closing sales with a certain method. For example, lowering the price at the end of the cycle, or giving credits to get the final approval can often be the main culprits.
Believe it, or not, just like the muscle-memory golfers try to gain in order to perfect their swing, repeated sales with this, or any method, develop a muscle-memory of their own.
That memory results in you sub-consciously moving the customer towards the type of “close” that has been most successful for you. Unfortunately, this frequently means that the real sales objection remains hidden until it is too late, and at that point no sales rebuttal will help.
If you can bear one last golf analogy, I will explain a simple method of tracking and correcting this issue.
Golfers who wish to improve their handicap mark their scorecards with a simple “L” or “R” while walking off of the green. What they are doing is keeping a record of whether their putts missed the hole on either the Left or Right.
After doing that for a number of rounds they are able to see patterns in their misses. This information allows them to correct the problem on the practice greens so their performance on the golf course can improve. In the same fashion, I want you to spend a month keeping track of the specific sales objections you hear from potential customers.
Break the data down in the following way:
- The objections you receive while telemarketing and cold calling
- The objections you received during first appointments
- The objections you receive after delivering your proposal
At the end of the month sit down and review the data – sort the objections by their frequency, most frequent first, and develop sales rebuttals for the most common sales objections. Now, you need to be exceptionally humble and honest for the next stage. Start going through your memories of each conversation or meeting to see whether your comments or attitude lead the customer to those objections. Remember, the best way to overcome sales objections is to avoid them in the first place. The results may surprise you.
Recommended Books on How to Overcome Sales Objections:
- 25 Toughest Sales Objections-and How to Overcome Them
- Crush Price Objections: Sales Tactics for Holding Your Ground and Protecting Your Profit
- Sales Objections: How to Handle Them: Remove the Roadblocks to Your Sales Success
- Secrets of Closing the Sale
- The Sales Bible: The Ultimate Sales Resource, Revised Edition
August 11, 2008
Article written by Louis Jordan