You have heard customers using the same objections over and over again, yet for some reason you still find yourself ill prepared when one is thrown your way. To be a successful salesperson you need to understand your customer’s perspective of whether or not to buy your product, and be ready to respond to any questions or objections they may have regarding that product.
Many salespeople feel uncomfortable with objections because they fear they have done something wrong or that they will lose a possible sale. However, this is usually not the case. A customer’s objection may actually be an indicator of their true interest in purchasing your product. Your reaction may determine whether or not they choose to act on that interest.
The key to overcoming objections is not in memorizing some magic saying or following some phony sales process; it is in genuinely relating with your customer to understand how your product will uniquely benefit them and fulfil their needs. When you have that information, you can overcome objections your own way by adapting it to your style and unique situation.
When you view the situation from the customer’s vantage point, you will come to the realization that what YOU consider most important about your product is not always what is most important to YOUR CUSTOMER. It is likely that your customer does not want to hear your speech about all of the intricate features your product has to offer. They simply want to know if and how your product will solve their problem.
The best way to overcome an objection is to structure your presentation in a way that focuses on customer challenges and solutions. Show your customer how they will benefit from using your product and do it in a way that diffuses the objections that you are anticipating.
For example, the objection that comes up most often is that of price. When you find yourself up against this objection, the best thing to do is to respond with what makes your product and your company truly valuable. Remember, the things that make your product and your company truly valuable are likely NOT the things that you have been trained to regurgitate to the customer.
The true value of the product lies in how well it solves the needs of the customer or makes the customer more profitable or productive at work. Because most customers only take a few hours to make a decision on a product they want to use for years, focus on the longevity of your product and the value that the customer will receive over the course of many years.
One of the best ways to reassure your customers of the value of your products is to use real examples. You may want to explain that some customers have felt as they feel, and have pointed out that your initial price is not the lowest. However, these customers realized after purchasing the product that the ‘overall cost’ of the product was much lower than any of the other options available to them. Hearing these stories will illustrate the benefits of your product and help them visualize their own success through your product in a context they can easily understand—real life.
These testimonials can also be used to provide evidence and to build trust with the customer. They will know that you understand their dilemma because other customers have come to you with the same problem. When your customer knows that you have helped others in a similar situation, they will trust that you will be able to help their individual needs as well. That hope is what made them come to you in the first place, so it should be the focus of your interaction with them.
So the next time a prospect throws an objection your way, understand that you may be in the perfect position to close a sale, but that their decision may depend heavily on your response. Focus on the lasting benefits and continued success they will have from purchasing your product. Most of all, stress the value of your product and company. They may claim that your price is too high, but they are also giving you the opportunity to convince them that your product and your company are worth it.
Tom Richard is the author of Smart Sales People Don't Advertise: 10 Ways To Outsmart Your Competition With Guerilla Marketing and the author of a weekly ezine. To subscribe to the ezine or to preview the book visit http://www.tomrichard.com
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