Handling objections is about overcoming stumbling blocks between the seller and the potential buyer. The sale of a product or service depends on skillful responses to objections and subtle psychological knowledge of a person. This skill can only be acquired through experience.
Handling objections in sales
The modern sales market is oversaturated with various types of products and services for both companies and managers, sellers have to find an approach to each client, there are more difficult clients due to being “spoiled” by variety, so work with client objections must be done competently, without heavy manipulative influence. A skilled salesperson knows how to identify needs and, using various techniques, dispel buyer objections.
Basic types of objections in sales
Dealing with customer refusals and objections is based on 4 main types of how a potential customer refuses a purchase:
- hidden objections (a person doubts, but does not reveal his feelings, does not ask questions);
- “I need to think”;
- “I’m busy” or “I don’t have time”;
- “I don’t need your product”;
- “It’s very expensive”, “I don’t have money”;
- prejudice and reluctance to buy the product of this company.
In sales, various techniques for dealing with objections have been developed, examples of some of them:
- Comparison method. Used for objections such as “expensive” or “no money”. The seller offers to compare and benefit from it. The characteristics of the product with an analogue, but cheaper one, the volume of the supplied batch and the discount percentage are subject to comparison.
- « Paraphrase" Working with objections in this method involves replacing them with favorable statements: “Did I understand you correctly..?”, “As far as I understand...”.
- « Reduction to the absurd" For example, if a client says “very expensive!”, you can answer: “If that were so, such famous companies would not work with us (listing).”
Algorithm for handling objections
For any process, structure and adherence to the goal are important, therefore the algorithm for working with objections in sales should be consistent, step-by-step, including certain keywords:
- Agree with the objection (“you’re right,” “of course,” “yes, I agree with you”).
- Smooth transition (“and for this”, “therefore”, “at the same time”.
- Is the proposal of an alternative solution argued (alternative questions are asked or alternative products are offered, persuasion methods are used).
- Further, working with objections includes a motivating line of questions and an appeal (question: how do you like this color scheme?, Appeal: “Let me show you the whole color palette and you will choose the one that is in harmony with your interior”).
Handling objections in sales - examples
Each experienced salesperson has his own sales scripts; working with doubts and objections is always the acquisition of new experience from which an arsenal is formed. Successful scripts become mass property, but there is no guarantee that they will work, so you need to use them, leave the things that work and develop your own. Examples of working with objections:
- Client: “I don’t have time and I don’t need your product!” Seller: “Okay, so your business is thriving, I’m happy for you, but everything flows and changes, new technologies appear with which you can make your business even more successful, we have just such an offer for you, our product is an innovative technology, if you give me a couple of minutes, I will demonstrate to you, this does not oblige you to anything.” The client agrees.
- Client: “It’s very expensive!” Seller: “Yes, that’s right, but what price would you set, taking into account if you released these products and were a well-known brand with a brilliant reputation?” The client thought about it.
Dealing with resistance and objections begins with agreeing with the potential client and respecting any response. Techniques for dealing with objections in sales “alternative questions”:
- In response to the objection “we have everything, we don’t need anything,” you can ask the question: “You don’t need anything, are you already working with someone, do you already have suppliers, or do you not use this type of service (product)? "
- If this objection concerns the sphere of lending: “Ivan Vasilyevich, are you not planning to take out a loan now or at all?”
Dealing with “no time” objections
A strong argument, but essentially this is the answer that a potential client gives due to inertia, in the modern frantic pace of life, every minute is precious, and when unforeseen circumstances arise that require direct inclusion in them, this is not always perceived positively. So, “no time” is a very common objection, and all stages of working with objections are built on redirecting a person from refusal to a positive answer and completing a transaction or sale. Handling Time Objections, Potential Questions and Answers:
- “Yes, I understand, I also have a severe lack of time, so I can give you no more than 5 minutes of time for valuable information, I still have several meetings planned, I need to make it in time.”
- “We can do the following: fill out an application for... what time is convenient for you?”
Dealing with the “no money” objection
The scheme for dealing with objections in financial terms also requires a certain personal approach. More often it is a matter of trust and the lack of need for a given service or product, and the actual lack of the appropriate amount takes place. How to work in this case:
- “Yes, the price is quite high, and this is very important for you, but is there anything else that raises doubts besides the price?”
- “I think it’s not about the price, but about your doubts, what bothers you, let’s discuss.”
Dealing with the “I’ll think about it” objection
Working with doubts and objections should have a very subtle psychologism; the reasons for the refusal expressed in the phrase “I’ll think about it” can be different. One of these reasons is that the person is an introvert, more often they are deep-thinking people and they do not have enough information to make a quick decision, such people like to analyze everything, they are not impulsive and they need time to answer in the affirmative. Another, also common reason may be an unsuccessful purchase or transaction with unfavorable consequences in the form of a quick breakdown or unjustified costs.
The stages of dealing with objections in sales remain the same as for other objections. Ways to overcome the “I’ll think about it” doubt:
- lead the person to specificity: “Do you want to think about something specific?”;
- give more information, this can be expressed in questions: “I have not given you all the comprehensive information, what characteristics of the product would you still like to hear from me?”;
- lead to an alternative: “Do you need more time?”, “Do you want to think about the price or functional component of the product?”;
- give a compliment: “Yes, it’s great that you compare all the pros and cons without making hasty decisions, I understand this is a serious choice”;
- Sometimes it’s appropriate to show a little sarcasm: “About such a wonderful proposal?”
Handling objections over the phone
In modern sales of goods and services, cold calls are used; working with objections over the phone is more difficult, because the seller and the potential client do not see each other, they only hear. An effective result of a telephone conversation will be an organized personal meeting, but in order for the person on the other side of the line to agree to this meeting, the manager or salesperson needs to conduct the conversation very competently. Working with objections in telephone sales, examples:
- “We have everything, we are not interested in your product/service, we have our own suppliers!” The seller’s response may be as follows: “It’s great that everything is set up for you, this is very pleasing and our company has no goal of replacing your supplier, our option is an alternative, you can use it at any time and do not depend on one supplier, because there are different circumstances , hitches. Cooperation with us will be very mutually beneficial for you. If you are interested in this offer, you can discuss a personal meeting. Ivan Petrovich, what time can we meet and discuss the proposal?
- "No time!". The seller can answer as follows: “Yes, Sergey Nikolaevich, I understand you very much, time is a very precious resource and I don’t want to distract you now, I’ll just say that our commercial offer will be very pleasant for you in terms of benefits and cost reduction, we can discuss this is at any time convenient for you.” It is impolite to refuse in this case, so the potential client more often agrees.
Customer objections arise as a result of an ill-thought-out offer to sell a product. Therefore, marketers are trying to prevent possible buyer objections at the initial stage. Specialists think through all the details of the offer and the needs of consumers, and then competently explain and describe the essence of the offer to the client.
Difficult clients and handling objections are problems that all sales agents face. What to do if denial and objections arise from the consumer? Working with customer objections means that you need to feel the customer himself, understand the reason for the disagreements and then overcome them.
Work with objections
Working with customer objections is identifying the consumer’s position and overcoming disagreements in relation to the sales proposal. There are five basic rules for solving this problem:
- Listen to your interlocutor. This is the main stage in the field of sales. The seller must listen carefully to the consumer's opinion. This is the only way to win someone over and evoke a certain sympathy.
- Accept the client's protest. But accepting does not mean agreeing. At this stage, it is important to show that the fears are understandable and the seller is not indifferent to the client’s concerns.
- Examination. Here it is necessary to understand what consumer disagreement means. It could be an excuse or a disagreement due to misunderstanding. Maybe the client does not agree with the proposal only in order to quickly get rid of the annoying consultant. In this situation, you should find out the buyer's true motivation for refusal.
- Specification. In order for this stage to be implemented and the client to take the seller’s side, it is necessary to ask clarifying and leading questions. These questions will help you understand the essence of consumer objections. At this moment, you need to show your professionalism, which will help win over the person. At this stage, we work with the client’s doubts and objections, where the outcome of the transaction depends on the effect.
- Argumentation. All arguments must be confirmed and proven. Reliable facts will leave no doubt about the necessity and real need for purchasing this product.
In addition to the basic rules, a successful manager must know that during a conversation you should never argue with the buyer. An argument will cause aggression in the interlocutor, forcing him to take a firm position, from which it will be very difficult to move him. And then all the sales manager’s work will go down the drain.
Situations arise when the seller, seeing the client’s doubts, stops taking active actions and goes into waiting. And at this moment, the buyer regards such silence as the fact that the seller has nothing more to add about the product. Doubts intensify, he tries to quickly get rid of the annoying manager.
An experienced seller knows that the excuse is uncertainty about the quality of the product. Therefore, an excuse or a drop of uncertainty can cause distrust in the client in the proposed product. Dealing with customer objections requires self-analysis from the manager after the transaction. Trainings, various methods and rules help to carry out transactions correctly and effectively in the future and accumulate truly useful experience.
Effective sales technique
Back in the 20th century, N. Rekham, based on his research, developed an innovative and effective sales method, which is used today in many companies. SPIN selling is a special effective sales technique based on four types of questions. Very often today this technique is used by successful managers. Working with customer objections using N. Rekhamov’s method is based on:
- Situational questions. They are informational in nature. They will help you establish contact with a potential buyer and understand his needs and characteristics. There should not be many of them, since questions are only the initial stage in the sale.
- Questions of a problematic nature. They help to understand the dissatisfaction of the interlocutor, which causes a desire to acquire what is in short supply. These are the main questions without which it is impossible to build an effective sales methodology. At this stage, you should make it clear to the client that the service or product offered will help solve problems.
- Extractive questions. Show all the positive aspects of purchasing a product.
- Guiding questions. Once the consumer understands their problem and its consequences, it is time to offer a solution to the problem. These are questions where the client himself begins to present the product and describe its positive qualities.
The technology of working with customer objections, which is built on questions, is an effective sales strategy, since no question will remain unanswered.
Dealing with customer disagreement in sales
Even if communication has been established, the client’s problems and needs have been clarified, there may still be a denial on his part towards the proposed product. The rules for dealing with customer objections in sales are a relaxed conversation, with a smile, jokes, compliments towards the potential consumer and with positive emotions.
Why does the client object? Maybe he's in a bad mood today or having a problem day? Or maybe he just wants to reduce the price? There can be many reasons, the sales representative needs to overcome them. It should be remembered that at this moment you cannot press or put pressure on the client, as he may feel discomfort and leave. Dealing with client doubts and objections in sales is based on the following basic rules:
- The consumer should perceive the sales manager as his own partner. Each manager must treat the client as an interlocutor who can further pursue common interests. Therefore, the professional treats the client’s objection with joy and understanding, because he shares his concerns and fears. Under no circumstances should you fight the protest, as such tactics will not lead to the fulfillment of the sales plan. The client will always be right.
- Emotional contact is fundamental to the foundation of cooperation with the client. The stronger the emotional connection, the better the cooperation will occur. At this moment, trust in a stranger arises, and even if disagreements arise, the seller’s arguments and facts, during an established emotional contact, will be convincing to the client.
- The sales representative must gather as much information as possible about the needs and wants of his client. This will help make the offer the way the buyer himself needs. There will be fewer doubts and protests if the sales proposal matches the client's expectations.
- The fourth rule is based on clarifying the very meaning of denial. A professional seller will always ask about the reason for the refusal. This will help improve the relationship with the buyer and not cause an inappropriate reaction from him.
- Search for the true motive for a negative reaction to the proposed product. To do this, you need to ask leading questions. They can be formulated in the following form: “Is this reason stopping you from purchasing the product or is there something else?” or “What stops or scares you about the proposal?” etc.
- Since the dispute will lead nowhere, the client’s thoughts and statements should be directed in the necessary direction needed by the sales manager. That is, this tactic is based on agreeing to an objection, and then moving this thought in the right direction.
- A sales representative must be persuasive and confident in his product. During the presentation, you should use metaphors and quotes, and support your statements with facts and statistics. This will increase confidence in the product.
Based on the facts, all protests on the part of the consumer are reduced to zero. Dealing with customer objections in sales involves understanding the customer's problems, being friendly, and being friendly. This will help build partnerships and encourage the buyer to choose a professional sales representative.
Hello! In this article we will talk about techniques for dealing with client objections.
Today you will learn:
- How to deal with objections correctly;
- What methods of dealing with objections exist;
- What types of objections are there?
- How to respond to each type of client objection.
Why do you need to handle customer objections?
Anyone who has worked or is working in sales knows this stage of the sales process as an objection.
Objection – a doubt or question from the consumer, to which the seller must give a reasoned answer. Otherwise, the consumer will not buy the product and will go to competitors.
Example:
— Your product doesn’t suit us.
— Have you encountered the “N” problem? Our product is designed in such a way that such a problem will never occur.
8. Looking to the future. If you come across a silent client, then this method is for you. It consists in formulating questions about the future.
Example:
— What product would you be completely satisfied with?
— What product would you buy?
This method is aimed not so much at working with objections, but at identifying the client’s needs for further persuasion.
9. “It’s customary”. Refer to accepted social norms. Such arguments begin with the phrases: “For a company of your level…”, “These jeans are ideal for a girl with such a beautiful figure.”
10. “It’s been worse”. Suitable for those objections that are related to the complexity of making a purchase. For example, a client says that he needs a custom-sized sofa. In this case, the manager may respond: “We recently filled an order for a four-tier bed. It will be easy for us to fulfill your order.”
11. “What would convince you to buy our product?”. This method can be used when everything else has flown out of your head. Answer any objection from the client with the question: “What could convince you to purchase our product, even with the “disadvantage mentioned by the client?”
Objections in telesales
It is especially difficult to deal with consumer doubts when... You do not see the interlocutor’s reaction to certain arguments and your conversation can be interrupted at any moment.
In telephone sales, dealing with contradictions occurs only once, after the presentation of the product. In this case, your answer should begin with the phrase: “Our product will allow you...”, Our product will solve your problem.”
All other work should proceed according to the standard scheme. You just have to pay attention to how you speak. After all, the impression of you as a seller will be built on the basis of your voice. He must be calm and confident.
If a pause occurs, experts recommend resorting to the technique of rhetorical questions that will defuse the situation.
Example:“Isn’t it convenient when the goods are delivered directly to your home?”
Also in telesales, managers often deal with negative customer reactions. Try to interest such an interlocutor, but if he still does not want to continue the conversation, simply thank him for his time and say goodbye. This will help maintain a positive impression of you and your company.
There are several rules that allow you to carry out the stage of responding to objections most effectively:
- Research the product you are selling. You must know everything about him;
- Be sure that your product is really good, you should not deceive the client, talk about facts that you have no doubt about;
- Be friendly and welcoming, even if the buyer is being insensitive.
- Listen carefully, use the client’s words for argumentation, never interrupt your interlocutor;
- Don’t be afraid of objections, they are a signal that the client is interested in your proposal;
- Speak confidently, don't worry;
- Do not hesitate to ask questions if you do not understand the reasons for the objections;
- Agree with the client, show interest in his problem;
- First, name the benefits that the product will bring to the client, and only then its price;
- Prepare a list of the benefits of your product in advance;
- Compose. A script is an approximate structure of a conversation between a manager and a buyer. It allows you to direct the seller’s actions in the right direction.
Sales objection script
The stage of answering objections occurs immediately after the presentation of the product.
Stages of the script for working with objections:
- Clarifying the situation. At this phase, the manager should ask the question: “Are you interested in this offer?”, “Would you like to receive more detailed information?”
- Listening to the buyer. We have already talked about this, so we will not dwell here for long. Here the manager must show that he understands the interlocutor’s indignations and shares them. This can be done using the phrases: “I agree with you,” “I also encountered such a problem,” “This sometimes happens.”
- Using all the methods of dealing with objections that we talked about above. Pick a few techniques and apply them.
- Answers to client questions. Work through possible questions for each objection. This will allow you to respond quickly and confidently.
- Closing the deal and saying goodbye to the client. Even if the conversation did not go well for you, thank the failed customer for his time.
Working with objections in sales: 6 tips on how to properly respond to a refusal + 7 examples of responses to objections + 5 serious mistakes when working with client objections.
One of the hardest parts of being in sales is getting rejected.
Many successful sellers and entrepreneurs know how to convince a client to make a purchase or at least understand why he refuses it.
Once you understand the reason, you can analyze and correct them.
It consists of simple questions and persuasive phrases, which we will discuss below.
1. How to properly respond to denial: basic rules
Many sellers and managers do not know how to behave correctly with a buyer or future partner in order to win him over. The main task is to sell, remember this.
There are simple instructions on how to behave when dealing with objections:
- After the opponent has expressed everything, admit that his claims are valid and apologize on behalf of the company.
Always listen to your interlocutor until the end, do not interrupt him.
Only after he has expressed everything, can you, based on the information you hear, help him choose the right product or understand the reason for the refusal, and therefore eliminate shortcomings in his work.
Never make excuses.
As you know, the client is a priori right.
If you haven’t figured out what exactly the buyer is not happy with, then ask him a few questions to understand the essence of the problem.
Don't try to decide everything at random!
Agree with at least one reproach from the client.
This way, the person will feel supported and see your comrade-in-arms.
When the interlocutor completes his speech about why he refuses the services/products provided, you can, based on the voiced shortcomings create a number of positive product qualities.
This will become an argument that can attract the buyer and convince him.
Schematically it looks like this:
In short, dealing with objections in sales is that you first need to agree with your opponent on everything.
Afterwards, you need to vehemently convince him that the product is excellent, justifying your words with the advantages of the product.
It all sounds very simple, but in reality the scheme rarely works exactly as described above.
It’s worth working and working with the algorithm so that the buyer ultimately agrees and makes a choice in favor of your product.
2. Direct work with objections in sales: example answers
There are a number of typical denials, but there are also answers to them.
We have compiled a table that will teach you to give the correct answers during a dialogue in which objections are raised:
| Objections | Manager's response |
|---|---|
| Send your offer by email | Okay, but it's best for me to personally talk about our proposal over the phone or in a meeting. After all, our company works only individually with each client, selecting advantageous offers regarding your requests. I need to ask you a couple more questions to clarify all the nuances of the transaction. |
| I have no time | I understand how busy you are. When should I call to negotiate a deal? Let me call you later in the evening or tomorrow, because I have a very tempting offer for you... |
| The director is not there | I wanted to personally talk with the management and ask a couple of questions regarding our cooperation, because I have a lucrative offer for your company. Maybe you can help me clarify some of the nuances? |
| We don't need anything |
|
| We already have a contract with the company | Are you really going to limit yourself to just one supplier (person, partner)? We have the most favorable terms of cooperation, now I will tell you everything in more detail. |
| I'll think about it and give an answer later | Are you satisfied with everything in our conditions? Perhaps you have any complaints or additional questions, ask, I will be happy to answer. |
| Very expensive |
|
3. Main reasons for customer objections
It is impossible to discuss the consequences of the current situation without understanding the causes of its occurrence.
This principle also includes working with sales refusals. There are specific reasons why people don't want to make a purchase or deal with you.
Typical reasons for objections in sales
- the client has already concluded a contract (bought the product);
- the interlocutor wants to know more about the proposal;
- the opponent believes that he will only lose if he purchases products from you;
- you do a poor job of explaining why your company’s product really needs to be purchased.
Emotional:
- the interlocutor subconsciously resists the influence over him;
- a person is afraid of changes that may follow after concluding a transaction or purchasing a product;
- the opponent, without hiding, shows that he is in charge here, and he needs to be begged for a long time;
- the client is aggressive by nature or hostile to all people in general;
- the buyer must first make sure for himself that he really needs this product or transaction.
Brain teaser:
Depending on the reason for the client’s objections, the conversation algorithm with him is adjusted.
Some of the negatives were discussed in the section above.
To deal with emotional causes, you need to have a high level of sales skill and even preferably be a specialist in psychology.
4. Tactics for dealing with objections in the field of trade
Dealing with objections in sales is full of nuances and pitfalls. There is an algorithm of actions, but for each case it is worth choosing an individual solution to the problem.
Working according to one scheme with all answers and cases is a mistake, because in one situation it can work, but in another it can work against your benefit.
I would like to talk separately about the most common refusal - “Very expensive”.
Many people want to reduce the price with this answer. If you can’t do this, then you need to convince the buyer to make a purchase.
There are 3 options for dealing with price objections in sales:
| Tactic name | Manager's response to client |
|---|---|
Justification for pricing policy | In just 2-3 months you can save about 300,000 rubles using our product! Just imagine, in just a month this purchase will pay for itself, and will even help you get additional profit in the amount of 50-100 thousand rubles. Think about it: can your family refuse that kind of money? |
Approaching the highest benefit | Vacation comes only once a year. You have worked for 365 days, and now you simply do not have the right to deny yourself pleasure. |
In the case when they ask to sell cheaper | We can reduce the price, but then we will have to give up the additional benefits that the product (service) has at full price. Do you really want to take that risk? |
We remind you that each tactic is individual and will not suit every case.
Before calling a client and offering a product (service), do not forget to think through all possible options for objections and responses to them.
5. Dealing with objections in sales: typical mistakes of managers
Some sellers focus their attention precisely on customer refusals, and not on what or closing a deal.
The following mistakes are identified when working with objections in sales:
For a manager, work becomes a whole struggle with constant customer refusals.
It is necessary not to fight, but to work and look for ways to solve the problem.
The seller speaks quickly and asks too many questions in a row.
This confuses the interlocutor and scares him away.
- The manager either talks a lot, or, on the contrary, gives out information too dosed.
The main emphasis is on cost, which is a serious mistake of many sellers.
First you need to prove to the buyer what benefits and advantages this product or service has.
Only when you understand that he is ready to purchase the product for any money can you indicate the price.
The seller does not have complete information, so he feels uncertain when talking with the buyer.
The client notices this immediately, even if you are talking on the phone.
In this case, refusal cannot be avoided.
The objection “It’s expensive” is one of the most popular in sales.
Business coach Oleg Shevelev tells how to work with him correctly:
Handling objections in sales– a very difficult and responsible task. Always feel confident in what you are doing.
You need to be open with a client, this will win people over. If your interlocutor is rude to you, do not take it to heart, because it is still only about work.
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