8. Avoid questions for which there is no correct answer “Define what the color green is,” “If a spaceship lands right next to you right now, would you want to get on board?” Where would you like it to take you?” These questions can be good

41. Write down objections Every day in the business world, truly creative ideas are mercilessly destroyed. For each of them, mourning can be declared. Without good ideas, the future will not be what we want. A strong tomorrow cannot be built on the basis of weak concepts. So

OBJECTIONS ABOUT HRM HRM has been a topic of debate for some time, especially in academic circles. The main objections were that HRM promises more than it delivers and that its ethics are very

Answers to objections Long-term practice of Agenton experts has made it possible to identify a pattern of objections, phrases that clients often utter in telephone conversations. Agents, partners of the Agenton system, learn answers to objections by heart. Those experts who are not

4. Neutralize Objections Sales don't always go smoothly, and if you meet enough buyers, you'll have to get your share of objections one way or another. But remove objections from the sales process and sellers will turn into mere receivers

Lesson 2 There are objections to any proposal. A good salesman creates situations where the buyer persuades himself, despite objections. The Japanese have a very good description of the typical American marketing plan: GET READY! FIRE! AIM! About the same

actions. Reacting mindlessly guarantees a flow of negative reactions in both directions. The line of deliberate action, on the contrary, allows you to maintain your emotional balance and consciously control your actions and the situation as a whole.

The seller's reaction to the client's objections is manifested primarily in facial expression - 50%, as well as in words - 10% and in tone of voice - 40%. A negative reaction manifests itself in the fact that the seller begins to argue, and his facial expression and intonation change. A positive reaction is indicated by showing interest in the essence of the objection and asking clarifying questions.

Sellers should not be intimidated by objections, as they can be a sign that the buyer is serious. At the same time, objections convey information about the values ​​and criteria by which a given client evaluates your proposal.

WAYS TO JOIN AN OBJECTION

It is unfortunate to note that many sellers do not master one of the most effective selling techniques - the technique of joining an objection. They often perceive an objection as something personal, directed directly against them...

One of the most effective methods of joining an objection is a compliment. Experienced salespeople strive to place their response to a client’s objection into a kind of emotional shock absorber that helps extinguish the client’s irritation and aggressiveness. This is a kind of psychological “aikido”. Such shock absorbers also include a compliment.

For example, in response to a customer's objection: “Hamburgers are unhealthy,” a hamburger seller operating according to this model may respond: “Yes, indeed, such an opinion exists [indirect confirmation of the customer’s rightness], but the fact is that our hamburgers

TECHNIQUES FOR RESPONDING TO OBJECTIONS: FIVE STEPS OF CONVERSION

The most general principles for responding to objections can be boiled down to 5 steps: n PAUSE: DETERMINING THE METHOD OF WORKING WITH AN OBJECTION

This is the moment when you decide how to behave next. Most people do this on an unconscious level. o GIVE THE CLIENT AN OPPORTUNITY TO OBJECT

Sometimes it is necessary to give the client the opportunity to fully express himself so that the objection “dissolves.” So, for example, by repeating the client's last word, you contribute to his efforts to specify his objection. For example, in response to a typical client objection: “Your price is too high,” you can ask again: “High?” After this, you need to pause and let the client speak.

p PSYCHOLOGICAL JOINMENT TO OBJECTION

You let the client know that their objection is reasonable and valid. This can be achieved through a concurring statement: “You are right to draw my attention to this issue” or partial agreement: “Yes, this is indeed a very expensive car - and at the same time the safest.”

q CLARIFICATION QUESTIONS OR SPECIFIC ANSWER

You ask a series of questions that allow you to clarify the essence of the objection. For example, the answer to a typical client objection, “It’s too expensive,” might look like this: “Compared to what?”, “How much do you think it should cost?”

cost?" Or do you give a specific answer (explanation why). r CALL TO ACTION

After answering the objection, you gently encourage them to make a deal.

All of this does not mean that you must go through all 5 steps every time. But knowing these steps gives you the freedom to choose one way or another to deal with objections, depending on the specific situation. Some steps can be skipped, except for the step of psychological connection, which is always appropriate and will always have its effect.

TYPES OF OBJECTIONS

organized questions, it is possible to recognize what is the real reason for the objection.

Many companies specifically create playbooks in which they collect all the successful responses to objections that are typical in their business. It is better to know clearly in advance which types of objections should be broken or dispelled, since they are dangerous, and which objections should be expressed in moderate agreement.

For example, the objection “I'll have to think about...” may indicate that the client is not confident in the quality of the product being offered. Therefore, the seller must try to identify the true reason for the objection. An example of a possible response from the seller: “I see that you have some doubts. Perhaps I can dispel them” or: “Let’s think together. What would you like to know more about?”

TECHNIQUES FOR WORKING WITH PRICE OBJECTIONS

The client is always an entrepreneur: he wants to buy, but buy at the best price. In conditions of incomplete (or unreliable) information, in which almost all buyers find themselves, the concept of “benefit”

there was no prior information about the quality of the product. That is why experienced sellers try to talk about price last, after talking about the advantages of their offer.

Buyers don't mind paying a lot. But they will not want to pay more if they can buy the same thing elsewhere, but cheaper. Price is indeed of paramount importance, but all other things being equal. It is therefore the seller's job to destroy this notion of equality.

Recent studies have shown that, given better service, many Muscovites are willing to pay 15% more for the same product.

REFRAMING THE OBJECTION

The ability to reframe price objections is essential for all salespeople. Example: “Yes, this suit costs a little more, but you will wear it twice as long.” Hence the rule: as soon as the client has doubts about the price, you need to return to presenting the quality of your product. Simply by reformulating the objection, you can already change the context of perception of the product or service. However, you will only get results if this new context seems more sensible to the client than the previous one.

Often the client is willing to pay more than your competitor, but you will have to give a good reason for this

PRICE DIFFERENCE SALE

If your product is more expensive than your competitors, then you will have to somehow justify this to the client, or, in other words, sell him the difference in price. To do this, you need to once again emphasize the unique competitive advantages of your product or service.

Client: Your price is higher than in another company... Seller: I see. Tell me, if it weren’t

price, would you buy from us? Client: Maybe...

Seller: Okay. You're right, their price is a little lower. But by purchasing from us, you will also receive additional services.

VACCINATION AGAINST OBJECTION

Sometimes, for objections that are likely to arise during the sales process, the “objection inoculation” method is used. It is advisable for the client to overcome these objections at the presentation stage. If you know that there will be an objection about the price, then at the presentation stage it is explained that, perhaps, the prices are higher at first glance, but nevertheless, by working with us, you save your money.

REDUCE TO A TRIFF

This is especially effective for price objections on expensive durable goods. You compare the price of the product with its service life (of course, full, not warranty) and, dividing it by the number of years or months of use, you get a relatively insignificant amount, which you indicate to the client.

POSITIVE VOCABULARY IN CONVERSATION ABOUT PRICE

When selling, it is recommended to avoid words that may evoke negative emotions in the client, such as “price”, “costs”, “expenses”, etc. It is better to use substitute words that are close in meaning, for example: “You can become its owner right now for...” or “Your down payment will be only...”

If you are asked a question about price, don't roll your eyes, breathe normally, don't start the presentation again, just state the price, make eye contact and pause

Rob Andersen, vice president of MTV, in G. Milov’s article “The Ageless Channel” (The Art of Management, No. 5-6, 2000), says:

"I was at one of Tom Peters' trainings. He worked with Federal Express employees. You know how these lectures go? He uses obscene language, shouts at his listeners, slams his fist on the table. He said: "If you can't learn everything, I’m telling you, remember at least one truth, at least one principle: don’t despise your customers!” He raised his voice and repeated this phrase again: “Don’t despise your customers!” Some laugh, but he’s not joking: “If the buyer asks you something, answer his question.’ It seems easy, but few companies live by this simple principle.”

TACTICS FOR RESPONDING TO OBJECTIONS

n Be positive when faced with objections. They are a sign that they are listening to you and are ready to buy, but have doubts and require more information.

o When responding to objections, use a special 5-step technique for joining an objection or its individual elements.

p Transform the context of the objection from negative to positive.

q Don't argue or attack. There is no need to try to jerk the client 180 degrees. It is enough to present him with another, also possible point of view, and then give him the opportunity to make a free choice.r Do not question the validity of the client’s objections.

s Do not interrupt the client, give him the opportunity to speak. Sometimes it is harmless to ask him a clarifying question at a convenient moment.

t Remember that you have freedom of choice: you can react to any objection in two ways:

a) ask a question and b) answer to the point.

u Prepare in advance answers to those objections that your front line hears 80% of the time. v We tell the client about discounts only if he actually has money and is ready to buy.

How to achieve maximum client favor during negotiations? How to create an atmosphere of trust that promotes successful negotiations and, ultimately, sales? In order to understand how such an atmosphere should be created, consider such a concept as "accession".

Connection is a necessary basis for any effective interaction between two or more people, no matter whether we are talking about business, training, coaching, or even communication between members of the same family.

Affiliation is about establishing an atmosphere of trust, understanding, respect and safety that gives the individual the freedom to fully express themselves. It’s no secret that during negotiations we always feel that our partner can, if not deceive us, then mislead us in order to obtain maximum benefits for himself. And guided by this feeling, we create a certain boundary that the partner needs to overcome. Joining creates a zone in which our interlocutor feels heard and heard, although it does not involve agreeing with what the other person says or does.

The main thing is that there is an understanding that he is heard, that the arguments he makes are heard. And in this atmosphere of trust, the person himself becomes ready to perceive the information that he hears from the other side.

A situation is being formed when each person values ​​the other’s point of view and respects his model of the world. After all, each of us has our own picture of the world in our heads, which has been formed over many years by our experiences, the people who influenced us, and the events that happened to us. And it is the discrepancy between our worldviews and those of our interlocutor that leads to misunderstanding, and as a consequence, difficulties in the negotiation process.

There are typical situations when it is worth using the joining technique:

1. During negotiations with a client.
2. In sales, establishing contact and maintaining contact.
3. When dealing with objections.
4. During the claims.
5. During a conflict.

Let's remember the standard scheme for conducting negotiations (or conducting sales):

At the first stage, we prepare both factual material (presentation, samples, etc.) and prepare ourselves from a psychological point of view, setting ourselves up for negotiations. At the second stage, using attachment, we tune in to the interlocutor. At the third stage, serious work is carried out to identify the true needs of the interlocutor. Joining is also necessary at the presentation stage in order to demonstrate exactly those qualities of the product that the client needs. And of course, you can’t do without a deep understanding of your interlocutor’s arguments at the stage of working with objections. Completing the sale is also a very important stage that is often overlooked, and it is this stage that largely determines whether the client will come to us next time.

Let's take a closer look at the goals that should be set at each stage.

Let's remember the interesting relationship between the volume of conscious and subconscious perception of information.

The client's body and psyche are parts of the same system. All changes that occur in the thoughts and intentions of your Client will immediately be reflected in his body. (changes in facial expressions, gestures, body position, breathing, voice). For example, the feeling of comfort varies greatly depending on whether you sit on a hard chair or on a soft chair. Experienced negotiators use these moments to set up meeting rooms and create the atmosphere they need.

This is what “contact techniques” are based on.

During negotiations or sales, they distinguish between bad contact (during which the negotiators have different postures, voice tones, and no eye contact and smiles) and good contact, in which everything is the other way around (similar postures, gestures, approximately the same tone, eye contact and smiles). What you need to achieve is good contact; If during the negotiations there is a feeling that contact is being broken, all measures must be taken to restore it.

Let's consider three stages of establishing (restoring) contact:

"Settings"- this is an understanding of how the client feels, you catch the client’s melody.

"Joining"- you adapt to the beat of the melody that the interlocutor has already created, become on the same wavelength with him /

"Leading"- you create your own melody, which includes your interlocutor, because it is much more profitable to set the tone of the negotiations yourself.

Settings

Connection begins with attunement, a technique that helps us understand and accept the thoughts, emotions and feelings of the interlocutor.

Main setup steps:

• full focus on the client;
• identifying the client’s postures, gestures, facial expressions, his breathing (sic!), the tone of the interlocutor’s voice, which can say a lot about his feelings and sensations.

It is necessary to monitor his state over time: you need to understand how the interlocutor reacts to your words and actions. You need to understand that the ability to establish contact requires a certain skill, and therefore daily practice.

Adjustment must be trained in stages: first the posture, then breathing, facial expressions, voice. Start consciously copying the poses of your interlocutors, and when you begin to succeed, unconsciously move on to the next steps.

The main goal of joining is to become a “friend” for the interlocutor, and not a “stranger,” and the main method here is to understand how a person wants to receive information from you: he wants to see it (present it), he wants to hear it from you, he wants it feel? It is known that according to the type of perception, people are divided into visual learners (mainly visual information), auditory learners (mainly auditory information), and kinesthetic learners (tactile sensations). Having found out what type your interlocutor is, use the appropriate phrases in your speech.

To more effectively determine the type of interlocutor, you can use the model BAGEL

B-Body- posture

A - Accessing Keys- access keys (objects that evoke positive emotions)

G - Gestures- gestures

E - Eye- eye movement

L - Language- vocabulary

Accession

The main principle of joining is to adapt to the tact and rhythm of your interlocutor, which he has already created. You should become closer at the level of body, breath, voice, vocabulary, beliefs and values.

As already mentioned, we need to move from the category of “stranger” (in which we belong to the interlocutor by default) to the category of “our own” (that is, having similar values). This is necessary, since trust in information coming from “one of our own” is fundamentally different from information given by “strangers”. Remember that in the absence of trust, confidence and persistence often irritate rather than convince. By gaining trust, you open the door to the next room in which the person can allow themselves to be convinced by you.

Do not forget that your behavior must be congruent (that is, information transmitted verbally and non-verbally should not contradict each other). An example would be a person who, when asked “How are you?” answering with a sad look: “It’s normal...”. There is no trust in such information.

For effective joining, use the “Pyramid of Attachment” technique

Accordingly, the interlocutor is joined “bottom-up”: by position body(the posture is similar to that of the interlocutor, the center of gravity and body tilt are similar), by breathing(breathing rhythm must match) voice(intonation and timbre of voice, speed, volume are the same), vocabulary(the set of words matches those used by your interlocutor), beliefs(what the interlocutor is confident in and what he values) and, finally, deep meaning(what the interlocutor values ​​and sees the meaning of life).

Maintaining

Finally, the third stage of joining is leading, i.e. the process in which the interlocutor begins to unconsciously copy you. Remember the need to create the necessary friendly atmosphere for maximum reception of information from you, and at the slightest break in contact, try to establish it.

Good luck with your negotiations!

All that managers need to learn while working with a client is to master the techniques described below, see his real doubts or fears behind the “hidden” objections and work with

Dealing with objections: 5 steps

1. Listen to the client

This is one of the most important stages. Unfortunately, this does not always happen. After 4-5 objections, a manager, even an experienced one, may not have enough patience.

However, don't play psychic. Listen to the end of how the client objects and what he says. You don't fully know what will trigger your successful trade.

Sales practice also knows many cases when a purchase was made simply at the stage of sympathetic active listening to his troubles and pains on the part of the seller.

2. Understand the client

The process of “understanding” a client does not at all imply that you agree with him. It is extremely important, before starting to work with an objection, to say the phrase: “I understand you.” These words have the power to endear oneself to a person for several reasons.

• This phrase is heard quite rarely in life.
• Few people actually strive to understand the buyer
• In everyday communication, understanding and agreement are not the most common things

Therefore, the manager’s words “I understand” are almost 100% likely to break the usual pattern. However, in order not to run into the answer “Yes, you understand,” immediately smoothly move on to the next stage.

3. Join a client

At the “joining” stage, work to ensure that the client gains confidence in you. It is necessary to explain to the buyer what exactly the seller “understands”. As a result, you gain credibility and a chance to sell. Let's give an example.

- Your prices are too high.

- I understand you. You need to find the best value for money.

— Your product quality is low.

- I understand you. It is important for you to figure out which model will be most suitable in your specific situation. Let's figure it out.

4. Give a counterargument

From this stage, verbal work with clients begins using logical methods.

- Your price is high.

— Yes, our price is not the lowest on the market. However, taking into account our extended warranty period, you will end up saving. And if you buy a cheaper model, then there is every chance that it will fail when the warranty period for it has already expired. Tell me, do you need to save now or should you save within three years? If within three years, then our price is much lower than that of any of our competitors.

5. Clarify if there are any questions left

After working with objections, you should ask: “Do you still have questions?” If the problem is not resolved, start from the second stage.

- No, it’s still important for me to save now.

- I understand you. Maybe the price is quite high for you now. I understand correctly that we need to find some more suitable solution or payment format. In principle, we have the option of installments. Then now you will contribute only a small part, for example, 100 thousand. And then pay an additional 900 thousand. In any case, this is more profitable if it is important for you not to spend a lot of money now. In another company you will have to immediately shell out 700 thousand. Yes, in the long run you will pay a little more, but now you will save a lot. Do you have any questions? Or can we discuss installment terms?

These stages must be completed several times. Minimum three. On the other hand, there is no need to go for a record of 10-20 times.

Dealing with objections: deal with hidden objections

The objections themselves can be hidden and vary depending on the industry. However, there are typical ones, especially characteristic of:

1. "Expensive"
2. "I will think"
3. “I’ll call you back myself”

Clients do not always openly express their doubts and may “hide” the real reasons for refusal under these phrases. The task is to identify them and help the buyer make the right decision for himself.

So, when a person says “expensive”, it can mean:

• "give a discount",
• "make it cheaper"
• “Competitors are cheaper.”

If you are asked for time to think, start “thinking” immediately with the client, because in reality you are being told:

• "not now",
• "I will think",
• "put it aside"
• "I need some advice"
• "give me a reprieve"
• "I will consult"
• "Let's do it next week."

When you hear the words “I’ll call you back myself,” this is the result of some mistake in the early stages of working with a client. Perhaps the manager simply could not gain the client’s trust.

But even in this case, you need to get a specific date from the buyer when he plans to call back/make an appointment/give a response. If the client continues to pull the rubber, then you can apply a little pressure.

A phrase that a manager can use: “Please understand, I don’t want to be intrusive, but our offer is valid until the xx date.”

Tactic #1: Gratitude

Say “thank you.” Always thank your counterparty when he makes his case. Do this because “thank you” is the link between resistance and closing the deal.

It is important to remember that an objection is always better than a firm “no”. After all, from this place you can start a new round of sales.

There are a million examples where a friendly “thank you” dispelled a customer’s anger and frustration. And having received such positive feedback, he could feel happy again, and therefore ready to buy.

Tactic #2: Empathy

Dealing with objections with empathy is not an easy task. This feeling is conveyed at the level of tone and sympathetic reaction. Empathy gives the client a sense of the importance of their problems and takes the conversation to a new, more personal level of communication.

Confirm that you are aware of his problems (and you are aware, because you hear this twenty times a day). For example: “I hear about this often. And this is really very sad. That's why I'm talking to you. I'm sure we can help."

Tactic #3: Disclosure

In handling objections, disclosing the prospect involves the salesperson creating space for that disclosure. That is, it kind of “removes” itself and raises the client’s problems to a high level.

Verbally, this process is expressed in the fact that a person is asked open-ended questions that do not require “yes” or “no” answers.

It's not as simple as it seems. And if you feel like you’re starting to lose track, you can act like a four-year-old and say, “Why?”

Tactic #4: Ask, Clarify, Summarize

Dealing with objections involves asking a lot of open questions to the buyer. Experts estimate that approximately 4-5 “multi-layered” queries are required to understand the essence of the objection. That's why:

• keep asking open-ended questions;
• clarify, only tactfully and intelligently, with the person if he begins to spout professionalism;
• Once you have grasped the essence, summarize what was said.

Tactic #5: Show Them the Benefit

This tactic is also used when working with objections to the current database. As a result of the “disclosure” tactic, the seller receives information about the counterparty and his “pain”.

Once the pain is identified, it needs to be translated into numbers. This works especially well in the B2B segment. What exactly does a potential buyer lose by not purchasing the product offered?

• Loss of profit
• Wasting time
• Loss of pleasure
• Loss of health
• Customer dissatisfaction
• Staff turnover

When “pain” is defined correctly, it can be intensified and logically multiplied, drawing pictures of unpleasant consequences for him in a person’s head. And as a pain reliever, offer your product, which will solve the client’s problems.

If the buyer continues to object, then the pain has been identified incorrectly and will have to continue asking questions.

Sales Objections: Be Proactive

The main thing that an employee must understand about sales is that working with objections is a natural part of the process. And if he has reached this stage, then there is a considerable chance of closing the deal.

Therefore, objections cannot be answered in a reactive manner. That is, without proper preparation. Working with objections involves typing them into categories and preparing a response. This is called a proactive position.

You can even categorize all objections into already understandable categories.

• Budget – a reference to lack of funding,
• Management - reference to the need for approval,
• Time is a reference to its absence,
• There is no need - the SPIN technique is needed here.

The most important thing that the seller must achieve is to convince the potential counterparty that he cannot and should not deny himself the benefits/savings/enjoyment of living without the product being offered.

CPV language (characteristics - advantages - benefits). This is the language of the buyer. He doesn't need product characteristics. He is not even interested in its abstract advantages. The client wants to understand what benefits the purchase promises him and what problems it will solve.

Dealing with objections: let's repeat the algorithm

So, when dealing with objections, it is important to maintain the importance of the client’s opinion. Use polite constructions like “thank you for your question”, “it’s clear that you understood the topic”, “indeed, there is truth in your argument”, etc.

And be sure to follow the algorithm:

Listen carefully and determine the basis of his objection.

Acknowledge the objection, for example, using the following phrases: “let’s discuss in more detail”, “it is very important for us to hear your opinion”, “I understand that it is important to find the best option”

Understand your interlocutor - does he really object or is this an excuse. Ask a question like “is this the only obstacle that prevents you from making a decision?”

Clarify the objection using leading questions. For example, “what terms would you agree to?” “What amount would be acceptable for you?”

Provide the necessary arguments to convince the client to change his original point of view. Arguments must be based on reliable and verified facts.

It is very important to be “involved” in reality when dealing with objections. It will not be possible to work through this stage automatically. It always involves well-played or real feelings, supported by effective scripts.

Do not forget that working with objections should be done in practice, and not studied in theory. Managers must thoroughly know all possible answer options and confidently apply them in their work.

In fact, rejoice, sellers, that they object to you and express doubts - Thus, the buyer wants to be convinced. It’s worse when the buyer experiences truly complete indifference to the product - in this case, the product is really not to his taste or beyond his needs.

Sociologists say that our people often express doubts in the form of critical comments. In fact, behind them lies the client’s desire to receive more information about the product.

Very often, the seller begins to internally panic or become confused as soon as the buyer begins to ask additional questions or disagree with him on something. Let's look at what's behind the objection and how to behave.

Why do buyers object?

Every person has their own opinion about almost everything. Right or wrong, but yours. He appreciates it and values ​​it. For him it is the most important. The opinion of another is interesting to the extent that it coincides with the opinion of the person himself or complements it. Therefore, if the buyer expresses his point of view, listen to what he says. Objections that arise in a conversation with a buyer are often the essence of the entire conversation. Doubt is a natural state for a customer as they move toward completing a purchase. To make a decision, the client often needs to weigh the pros and cons again and again. By expressing his doubts, the client gives you a chance to influence him and the decision he makes.

Reasons for objections can be rational or emotional.
Rational:
.not understanding the benefits of your product due to lack of information or misconception;
The client believes that the losses will be greater than the benefits.

Emotional:
.resistance to sales pressure;
.resistance to change;
.demonstration of self-worth;
.display of hostility;
.desire to gain more confidence before making a transaction.

Objection provides an opportunity(with the proper approach of the seller to the buyer):
.understand the client’s needs and motives;
.understand his attitude (attitude);
.understand which aspects of a given product are well received and which are not;
.understand what additional information the client needs,
And, ultimately, if you successfully pass this “test”, you win over this customer and he may make more than one purchase in your store.

Which buyers' excuses do you hear most often? Most likely, these are: “expensive”, “no time”, “I don’t need this”, “not suitable, I had a negative experience with a similar product”, “I use another company” (I prefer another manufacturer of the same product), “is there a discount”, “ ok, I'll think about it", or other claims to specific characteristics of the product - depending on what product your store sells.

According to observations, typical objections, accounting for 20% of their total number, but used in more than 80% of cases, are objections like: “next time”, “no need”, “you need to think”, “it’s too expensive”, as well as objections to certain characteristics of the product. Write down the most common objections to your product and successful responses.

For some people, it is important to speak out their doubts out loud, while others look for answers to their questions within themselves. Doubts reflect a struggle of motives, so if the client expresses them to us, it gives us a chance to influence his decision. Therefore, try to answer the client’s doubts clearly and calmly. Pause and ask a clarifying question.

For example, to the objection "I have to think..." you can suggest " Let's think together. What would you like to know more about?" or " I see that you have some doubts. What bothers you?. To “dispel” the client’s doubts, arguments should be given that will help strengthen the motives that promote the purchase.

Remember: The more expensive the product, the more doubts there are. The larger the purchase, the more intense the “fight of desires.”

Is the client opposed or needs additional information?

Sometimes objections are said simply for the sake of wanting to “be smart,” or to keep the conversation going, to say something. Usually the meaning of such a counterargument is revealed if you pause after it and wait for clarification.

Moreover, if the client expresses a serious objection, then it can be find interesting and useful information. If you know or can guess what is behind the counterargument, it will be easier to answer.

The client may become anxious, thinking like this:
. “What will my colleagues (friends, wife, etc.) say (think) about this purchase?”
. “The purchase of this product (an air conditioner, a dress of a new cut, a kitten - or anything) can entail a change in the usual lifestyle: I have never had such a thing.”

Sometimes an objection can be anticipated. Remarks made as a joke can be overcome with a simple smile. The most difficult clients are those who refuse without raising any objections.

Don't react too emotionally to objections. And even more so, do not take an objection addressed to a product personally. You should not immediately rush to an objection as if it were an embrasure - reject it, criticize your competitors or make excuses.

Seller's response to objection can be negative and positive.

A negative reaction is denying or ignoring an objection, interrupting the buyer mid-sentence, or doubting the validity of the objection.

If the reaction is positive, the seller accepts the possibility of an objection, asks substantive questions, and remains positive.

Join the objection

This technique is one of the most effective sales technicians. If a salesperson has extensive experience, he intuitively tries to place his response to an objection within some kind of emotional shock absorbers, or frameworks that will help extinguish irritation and restrain the client’s aggressiveness.

The technique of joining an objection involves a series of concurring statements that the salesperson makes before responding to the objection. This creates an atmosphere of mutual understanding and gives the buyer the opportunity to express his opinion, which most likely will not coincide with yours.

Phrases such as:
. “I understand you” (but to understand does not mean to accept!).
. “I often hear about this, and there is a reason for it...”
. “It’s good that you said this, and...”

The main thing here is NOT TO SAY the particle “BUT”! (“I agree with you, BUT ...”) - this is how you do not show agreement, but counter-argument and “press your line,” which causes the client to feel “pushed.” Just agree with a smile, join his opinion, listen to the end.

At this stage, you need to give the client the opportunity to feel like an expert and gain a sense of self-worth, “and for this the seller only needs to pretend to be an amateur for a minute,” say business coaches.

If you expect to hear a certain objection from the client, say it yourself, and answer it yourself. This technique allows you not only to soften the objection, to shift the emphasis, but also to give a worthy answer, and not to make excuses or deny those “negative” aspects of the product that the client is currently objecting to - thereby you only emphasize and focus attention on the problem.

What to do with an objection? Saw him out!

You can respond to an objection immediately after it is expressed - if the reasons are obvious to you, or you can ask clarifying questions. The fact is that sometimes, at first glance, an objection that is clearly interpreted can be explained by completely different reasons than those that you initially assumed. Often the buyer's objection is just a red herring, behind which the true reasons are hidden. For example, the banal consumer “it’s expensive” often means that the buyer is “not excited” - that is, he is not sufficiently motivated to buy. After all, if the buyer REALLY likes the product, he will find the money - borrow it, take out a loan, leave a deposit... (this is especially true for women).

Do this simple test. Ask five different people (employees, relatives, friends) what the word “dog” means to them? You will see that the answers will be different - some associate this word with e-mail, some with a zipper, and other people will tell you several breeds of small dogs - here are Pekingese with pugs, and Giant Schnauzers with poodles . What does this mean? Each person has his own “dog” - that is, his own “picture”.

In order to respond to the buyer, you first need to understand what is actually hidden behind the buyer’s words, how important it is for him. What is behind his objections?

It is very important to answer this "hidden" question behind the client’s doubts - find the “root” of the objection. This is best done through questions asked with a smile and a genuine look of interest. Questions such as:
."I didn't quite understand your remark..."
. "Could you explain this more?"
. "What do you mean by...?"
. "What does... mean to you?"

Prepare for objections in advance

In order to effectively deal with buyer objections, you need to know the product you are selling very well. It is helpful to make a list of the most common objections to your product and prepare responses to them. As a “blank” you can use a table in which the strengths and weaknesses of the product are written out.

Might also come in handy positive experience of use the same product of other people or yourself. For example, if you bought tour packages, you probably heard a phrase like “last year my sister vacationed at this resort with a small child and everything was great, the baby improved,” etc. Such “stories” can also be prepared in advance.

The objection can be reformulated

Reframe weaknesses as strengths, turn the negatives into positives. How?
Remember the well-known dilemma between a pessimist and an optimist: “I have half a glass of water. Is the glass half full or half empty? Or compare: “Day is the time between two nights” and “Night is the time between two days.” The essence has not changed, the perception has changed. And remember that everything in the world is relative: what is good for one buyer and is a plus for him is completely unacceptable for another.

« Yes, this phone costs a little more, but it has additional functions“- thus, if the buyer has doubts about the price, go back a step to the stage of presenting the qualities of your product. Once again emphasize its uniqueness, competitive advantages, etc.; The main thing here is to understand which arguments for this particular buyer will be the most significant. And further -

We base our argument on the needs of the client, which you found out in the process of clarifying questions and determining the “root”.

For example: “Look: there are two layers. When replacing, it’s easy to remove the top layer, and the bottom one will be a good basis for new wallpaper”; “You can iron clothes with this iron without removing clothes from hangers, in vertical steam mode, very convenient and fast.”

Some buyers and sometimes some products cause difficulties with choice among several similar options. This situation when “eyes run wild” is typical for choosing “beauty” products - interior items, jewelry, dishes, cosmetics, accessories, etc., especially when they are presented in a wide range. As a result of the “torment of choice,” the deal may fall through. The seller's task is to simplify the choice. To do this, you need to set a criterion for comparison (evaluation, choice), make a link to something, then it will be easier for the buyer to decide. For example: “A table lamp looks good when it matches the color of the curtains,” “It looks good when the earrings match your handbag. What color bags do you usually prefer?.

Sometimes clients delay in purchasing- they may come to the store several times, looking at this item, or they have already taken this product and want to buy it again, but in some foreseeable future. How to make the buyer decide to buy right now and here? For an inexpensive product you can create a stir - “ There are few such models left, they are well received», « what is your shoe size? 37th? There is only one pair left in this size. Very popular size»; “In our store, the owner brings in a new collection of clothes every time, so we always have something new. This blouse is the last one. Here you can make an advance payment for the item you like and reserve it”; “Purchase of this product comes with a gift! Now we have a promotion". And in fact - many users of the program Torgsoft ® We appreciated such useful functions of the program as reserving goods, accepting prepayments, cumulative discounts, discount cards, accounting for bonuses and gifts to the client - this shortens your client’s path to purchase.

Unproductive tactics for handling objections

1. Dispute
It is useless to argue with the client, because he has “his own truth”: “the seller acts in his own interests,” the buyer thinks, and, in general, he is right in some way. The dispute forces him to take a tough defensive position, since “action is always equal to reaction.” An arguing client spends all his energy defending his own position, and he simply does not have the resources to perceive “alien” information. Don't throw around phrases like: “your opinion is completely unfounded”, “you misunderstood me”, “no, it’s just the opposite”, “we have a completely different point of view on this issue”, “no, in fact this device ...”. Such phrases are unlikely to convince the buyer, but they can easily turn him against the seller.

2. Avoiding the situation
The seller, only hearing notes of doubt in the client’s voice, stops all “activity”. At first, this gives the client a feeling of some freedom, and at the first stage it works in the interests of the seller (remember, we discussed - pause and ask a clarifying question or wait for clarification from the buyer). But at the same time, long silence can be regarded by the client as the impossibility of adding “nothing good” about the product, and this increases doubt.

Some clients perceive the silent presence of the seller as pressure and try to leave in order to protect themselves from unpleasant feelings.

The worst thing in this situation is that the client will not only not buy this product, but will also transfer this negative experience to the store as a whole and, in the presence of alternative shopping places, is unlikely to enter this store at all for the second time!

3. Justification
Sometimes sellers are afraid of objections. This fear manifests itself in an uncertain posture, uncoordinated gestures, ingratiating intonations, and a tense facial expression. This strategy is used by sellers who are not very confident in themselves or the merits of the product (read - they do not know this product well, because a knowledgeable person can always “fantasize” something). The seller's indecisiveness and apologetic intonations in his voice are harsh reduce the importance of the product in the eyes of the consumer.

Summarize

To make it easier for you to remember stages of conversation with an objecting client, we offer a simple scheme called “Week”: seven days of the week - seven simple stages. Along the way, let’s correlate these recommendations with the actions of the seller:

Rules for handling objections:

1. When objections arise, remain positive. The emergence of objections
indicates that they are listening to you and are ready to buy, but the client still has a number of doubts and requires additional information.
2. Transform the context of the objection from negative to positive.
3. There is no need to try to immediately change the client’s point of view. It is enough to present him with a different opinion, and then give him the opportunity to freely choose. Pressure most often does not lead to positive results.
4. Do not express doubts about the validity of the client’s objections.
5. Do not interrupt the client, give him the opportunity to speak.
You can only ask him a clarifying question that will allow him to look at the situation from a different angle.
6. Any objection can be answered in two ways: either by asking a clarifying question or by answering in essence.
7. Prepare answers to the most frequently asked questions in advance.
8. A conversation about discounts can only be had if the buyer actually has money and is ready to buy the product.

Company Torgsoft ®, 2010

The article was written based on materials from sales training for sellers “Working with Buyers”.