Do you treat objections as a sales battle? Learn how to sidestep objections in non-confrontational sales
If you during your journey to be a salesperson have taken sales courses or trainings, read books on how to increase the skills you believed you needed to improve, you must have already thought a lot about how to overcome your customers’ objections.
Objections often stand in the way of your ability to close a sale.
Salespeople test themselves by getting around objections and seeing how many are capable of breaking, or how many sales they can make without objections. Objections are an indicator of failure for most salespeople.
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How to get around sales objections with a positive attitude
We think that the good seller sells without objections. We think he presents the product and so everyone buys without a single question about what he does.
We treat the objection as a sin. Who ever found themselves thinking: “Here comes that customer full of stupid questions again”, let’s cast the first stone.
Yes, breaking objections, because of that, has become our Achilles’ heel. After all, how to be happy with something that apparently takes us away from the so dreamed and wanted sale? Especially if the objection happens towards the close of the month.
On the other hand, we still think about what we did wrong so that our customers don’t understand what we do or how our product helps them.
As we can see, we treat the objection as an enemy of sales, as if it were responsible for not selling to our customers.
Are sales objections a dispute for you?
How to break objections in sales?
In order for you to truly work around objections in sales, you need to rethink most of the things you’ve learned in sales school, whether that school is training within companies or your studies on the subject.
Most salespeople’s heads are in one of these two categories when they’re trying to sell to someone.
I will defeat the objections
We can win the fight against the objection. We went through the sales process and got here. So let’s not lose to one or another pointless question, shall we?
All right, I’m close to closing the sale, I know my client’s needs, I have a solution to their problem and they really liked some of the features of my product.
I can see light at the end of the tunnel. All that’s left is a little battle to get around the sales objections and that’s it. So come up with your objections and I’m ready for them: I know how to get around customer objections.
Objections are a stone in my shoe
I’m terrified of objections. They are terrible, they hinder me, and when they appear, it doesn’t seem to end anymore. There’s no way around sales objections…
So far everything has gone well. So let’s knock on wood and I hope they don’t throw any balls away with dumb questions. This is the part I hate and I really want to close this sale.
We can note that the first version sounds upbeat and positive, while the second looks fearful and defeatist. But what people don’t usually notice is that these two versions are very similar.
Regardless of how you approach breaking objections, just facing them is not a good sign. The fact that you face it shows that you are ready for a fight and that is not always how we need to deal with them.
Are objections a thorn in the side of the seller?
A Battle between Seller and Buyer
Both versions wage a battle between buyer and seller – one of whom wins by subduing the other.
Think of all the metaphors salespeople use when talking about this situation: Can you dodge the salesperson? Can you beat the arm wrestling? Are you strong enough to resist?
This combative way of thinking undermines most sales approaches, and as such, you really have no way around sales objections.
That’s because almost every sales model is a transition model, not a relationship.
We went through the transition of offering something to the customer, the customer believing what we are selling and buying believing that it solves a problem. So we turn the sale into a simple business transaction.
And to do business transaction, we don’t need sellers. Coca-Cola, McDonald’s, beer and other products do not have sellers. They have order takers, at most attendants who only listen to the customer’s order, take note of it and deliver it.
This is a business transaction. Not a sale. But selling requires relationship. We need to understand what the potential customer needs, we need to show them how our product fits into their life and how it really helps in some pain point.
It’s a diagnosis. It’s no use offering a product to those who don’t see value, or to those who don’t need it.
If closing the deal is the only thing you’re looking for, you won’t get much loyalty from your customers or you’ll do business with them more than once. Where did you read that you were your customers’ enemy?
Here’s a more efficient way to think.
The True Sense of Overcoming Sales Objections
An objection means that the buyer cares about the sale as much as you do and wants to explore it with you.
They are showing you a concern they have, in the hope that you will help them resolve this issue. Your enemy is not the customer, your enemy is pulling the customer away from your solution.
The objection is just a way to diagnose how your product will fit into the customer’s day-to-day and help them to overcome their challenges. It’s a way to justify the purchase.
And, an objection shows that your customer is very committed to your product or solution. Just get around the objections in sales to reinforce his willingness to buy.
When you face an objection, recognize it as an opportunity. If you and your customer can solve it, great, you’ll have a sale.
And if you can’t resolve the objection, your product is almost certainly not the right thing for the customer right now. Amazingly, you will have even more credit if you give up when you understand that your offer is not the best for the customer.
But that’s what sales are all about: sometimes your customer recognizes that you don’t have the right product for what they want. Other times you recognize this and notify the customer.
Sincerity is the currency of sales. Don’t worry about losing a sale today as it’s always time to build a relationship. And, a relationship is not just about sales.
When the salesperson is helpful and honest with the customer, he will always remember, and when he needs what you do – or something like that, he will remember you and ask for help again.
Your customer will be surprised and appreciative. And you, on the other hand, will increase your chances of getting a future sale, after your attitude.
In any case, people much prefer to buy what they need from people they trust. So help them get around their sales objections and be confident in knowing that you’ve improved their long-term relationship and therefore your sales.