The best marketing message, campaign, or presentation doesn’t mean a thing if it doesn’t sell. I’ve been helping my businesses and my client’s businesses with marketing & sales for over 10 years and I can tell you that one of the weakest areas in sales is not only that the business doesn’t know how to overcome objections…it’s that they don’t even know what the objections are!!!
This is a skill you must develop and practice regularly if you expect to reach any amount of success in your business. The good news is that handling objections is far more simple of a process than most realize. It’s not about being pushy and forcing the sale. It’s about listening and helping.
The Art Of Overcoming Objections:
– Don’t argue. When someone has an objection, don’t argue with them. Telling them they’re wrong or that they don’t understand isn’t going to land you a sale. If someone gives you 3 reasons she won’t buy and you argue with all 3 of them, you aren’t making the sale.
– Try. Most people accept the first objection and move on. That’s not serving anyone.
– Focus on the real reason they are objecting. Don’t move forward without all of the facts.
Let’s focus on that last one for a moment because it’s the determining factor of whether or not you get the sale….
It has been said that over 60% of the time, the first objection brought up is not the true reason. It may be logical and it may be real, but that doesn’t mean it’s the TRUE reason.
Oftentimes the prospect doesn’t realize what their real reason for not buying is!
You have to discover the real objection and you do that by asking questions.
When someone presents you with an objection, follow it up with a question to keep them talking until they reveal the hidden reason. Phrases such as “what else?” and “in addition to that…” and the simple but powerful “why?”
Continue to ask questions until all objections are out on the table. During this process, listen. They will tell you everything you need to know to make the sale.
What if you’re not in a business where you’re selling face to face or over the phone?
So glad you asked! 🙂 In any business you have to negotiate. In any business you are selling something. But even if your business doesn’t involve direct selling, it doesn’t mean that your prospects don’t have objections.
It just means you’ll have to address any and all objections upfront because you don’t have the luxury of talking directly to the prospect. This is the case with someone reading your sales letters & marketing messages (online or offline). You’re not there looking over their shoulder waiting for them to object to something. And if you were, that would be creepy.
Think of every possible objection someone may have to purchasing your product and address it in your marketing and sales process. Don’t ignore. Don’t hide it. Don’t pretend it doesn’t exist. You don’t always have the luxury of digging deeper to find their real reason for not buying so you must cover everything.
Even without speaking to prospects directly you can discover what their real objection is. Take CrazyEgg.com for example:
If a prospect doesn’t finish the process of signing up for their service they send the following email:
As you can see, they are trying to find the objection. Now, in this case they are assuming there was a problem ordering which is not as likely as someone decided not to purchase because an objection came to their mind. If they asked a better question about why someone didn’t buy they’d be a step ahead.
Regardless of the business you’re in, your ability to find your prospects objections to buying and your skill on overcoming those objections are essential to your success.
Photograph by Jeremy Binns – www.jeremybinns.com