What is a Sales Objection?

The key to closing a sale is answering OBJECTIONS. A sales objection is a barrier that exists between a customer’s unanswered queries and the closing of a sale. It means the buyer cares enough, about you and the sale, to want to explore it with you. They’re telling you about a concern they have, in the hopes, you’ll help them resolve it.

On the positive side, an objection demonstrates that the customer is very much engaged. This also indicates that they are further into the consideration stage of the buyer journey. In this stage, potential customers conduct their own research to help with their final buying decision. See below a quick visual that explains the Buyer’s Journey in depth:

(Image Credit: Impact)

Turn objections into positive action. To do so, you must let your prospect know that you too share their concerns and then offer additional information. You need to approach objections from a win-win standpoint.

To get people to take action, understand that ‘no’ does not mean “no, I don’t like you”, but “no, I’m not comfortable with going ahead with a decision just yet.” To get people to take action you must get them to feel good about the action first. You must answer any questions that result in a barrier to purchase.

Why do we get objections?

• People don’t like change and the unknown
• People don’t trust you or your solution
• Unsure of the quality or reliability of your product/service
• Previous bad experience/bad reputation
• Need more information to make a decision

When you get an objection, recognise it as an opportunity. If you and your customer can resolve it, great, you’ll get a sale. Help potential customers to resolve their objections. And, be secure in knowing you’ve improved the long-term relationship and your long-term sales.

How To Acknowledge Customer Objections

Rule number 1 – When a customer makes an objection, always compliment them for their objection, by simply responding with something like:

• “You bring up a good point.”
• “That’s a good idea, I am glad you said that.”
• “I can see what you mean, let’s discuss it.”
• “I understand and I am more than happy to provide more information.”

How to Respond to Objections and Close a sale

How you respond to objections will depend on the customer, situation and the concern raised. Below are 11 suggestions to try according to the situation. Other ways you can address objections is by having a solid set of Frequently Asked Questions (FAQ’s) to refer them to. Also, having an informative visual, such as a brochure, for customers to read through. Sometimes testimonials and social proof are a good way for people to weigh up a decision as well. This builds credibility and releases any barriers around trust, sincerity, and reliability of your service/product.

Sales Objection Scripts:

“I understand you want to see the coffee table in your own home, so what we can do is give you a 100% full guarantee.  If you don’t like it for any reason simply bring it back and you can either get a full refund or choose something else to suit.”

“If I can show you now, that this model is completely compatible with your software/system/device will you give it a try?”

“We appreciate the one-off payment does not always suit some people, so we also have easy customer financing so you won’t have to worry about paying in full now, but can pay it off interest-free”.

“It looks like you are serious about this, but have some doubts. I’ll tell you what, buy it and take it home for a couple of days. If you aren’t satisfied for any reason, bring it back for a full refund.”

Pre-Close Scripts:

“If you buy this model, what kind of speakers would you plan to use with it?”

“No problem to think about it – but just to let you know, the sale finishes on Friday and then all prices will be full retail price again…  so if you were interested, it could be an idea to get it today.”

“One of the reasons I wanted you to get this today is that we only have five of these left in stock and I don’t want you to miss out.”

“This is our best selling model for professional business women.  They seem to find it fast and easy to use – would you like a trial of the model to try it out for yourself?

“If I can order in the model you want, would you like to take it?”

“Where would you like this delivered?”

“I can understand your hesitation about the new technology.  Some other customers have felt that way until they see how great the new functions are, and now they’ll never go back to the old model”.

Conclusion

Whether you use a soft or more direct approach will depend on your client’s personality and often the type of product and value of the sale. It’s also good to keep in mind that some people are analytical and like factual information to go through. Others are very visual and need to see, touch, feel or experience and trial things first. Some also base buying decisions of emotions and how the buying experience makes them feel. So try and make addressing sales objections a pleasant and helpful experience for all.

Need some help or assistance? If you’d like to find out more or discuss customised sales strategies and tactics or sales objection scripts personalised for your business, feel free to give us a call on +64 9 476 9407. Pop a message into the form below or e-mail us at info@bbsolutions.co.nz