The Most Common Sales Objections

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Objections in sales are annoying, but can be overcome with some basic understanding of why they occur.
Here are three common objections, along with some ways to handle them:
  1. "Your price is too high.
    "
  2. Objections about price usually occur when salespeople present long lists of features, without relating how any of these solve a customer's needs, help them meet their objectives, or otherwise benefit them.
    Customers are not stupid; they know these additional features (which they believe they will not use) cost something to develop and include, and they do not want to pay for extra for a bunch of features which do not help them in any way (that they can tell).
    The best way to resolve this objection is to build a strong case for how the product or service's features actually help a customer to accomplish something which they value, and are interested in.
  3. "Let me check with another person.
    "
  4. There are several ways around this objection.
    One is to ask before you begin your presentation, "Is there anyone else who needs to be here, or if you like what is presented, can you make the decision yourself?" This will not always flush out any hidden decision-makers, but if it surfaces later, you can still ask the prospective customer: "Can I show it to them right now?" (if the presentation is short) "Or, should I schedule a time in the future to meet with them?" (better if the presentation takes longer).
    This approach does have the disadvantage of presupposing that someone else will want to see the presentation; it gives your prospective customers an easy out if they are not interested.
    However, if you do not do a good job of building interest during your presentation and in the rapport-building stages of the sales call, then it is unlikely that you will be able to save the sale anyhow.
    Legitimate prospects who are interested will schedule a call with the other decision maker; those who do not are probably not going to continue the process, so you save yourself some time.
  5. "Let me think about it.
    "
  6. This objection can either be a stall, or a polite way of telling you, "No.
    " A good way to handle this is to politely ask what reservation(s) they still have, which are preventing the sale from going through.
    You might gently ask the customer if they are simply trying to get rid of you, or if there is something you have done a poor job of explaining, since otherwise they would have agreed to buy.
    If there is a legitimate concern, this should smoke it out.
    On the other hand, if you are dealing with a suspect instead of a genuine prospect, you will find this out rather quickly with this line of inquiry.
    At times, this may wind up being a bit awkward, but if you do a good job of building rapport early on, it should not be overly so.
    Honest customers will respect your desire to uncover their concerns in a polite, professional way.
    If they do not, you are probably better off without them.
In other words, when you can handle price concerns, concerns involving other people, and delaying tactics, you have mastered three of the more common objections customers can offer.
This will help you to close more sales than you have previously, leading to more sales revenues.
Copyright 2010, by Marc Mays
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