7 Easy Methods For Handling Customer’s Objections Effectively
It is obvious that there is no specific and concrete method for handling objections. The method used by one seller may not be suitable for another. Similarly, some prospects can never be convinced no matter what method is used.
Customer’s objections are natural in selling, just by getting them a salesperson should not be depressed. The key for handling objections is understanding why customers have made objections and figuring out solutions that are mutually beneficial.
The one more key is trying to handle customers’ objections. Yet one technique is suitable for one seller but not for another while handling customer’s objections despite this a seller should not give up without trying.
However, I am sure that the below-mentioned methods are surely useful most of the time when you are handling customer objections in your selling journey.
Relax and Listen
This method allows a salesperson to be patient in listening to the position of the customer who has come up with certain objections. There should be no interruption when the objections are being put up. Such interruptions may cause a quick end to the interview and the seller may be losing a sale.
Hence, the seller must follow the following steps with caution:
- Welcome the prospect’s objections
- Listen to all the points of objection in a relaxed manner
- Ask some appropriate questions to further clarify the objections
- Never interrupt a prospect when he/she is presenting his/her objections o Answer the objections tactfully and intelligently.
Agree and Counter
Under this method, the salesperson agrees to the objections but tries to counter them with logical answers, this is also known as the “Yes, but” method of handling objections. This method has some psychological basis. In it, a salesperson needs to follow two steps, listen to and agree with the customer’s objections, and, proceed to remind some of the points that the prospect might have missed forgotten.
In the first step, the salesperson listens patiently and completely to the prospect’s objections. He/she nods while listening. This nodding has a positive psychological effect. While coming up with his/her objections, the prospect might have expected some argument from the salesperson, but, in fact, he/she finds a reverse situation. This behavior of the salesperson makes the prospect think that he/she has been given due respect. This feeling removes direct confrontation between the two parties. That is why Dan Weadock says that it is good for a salesperson to agree with the prospect to the extent that the agreement does not weaken the salesperson’s position.
In the second step, the salesperson should try to remind the prospect of some points he/she might have forgotten or the points he/she was not aware of. Although this activity is a kind of countering the prospect’s objections, a salesperson may make it a tool for answering objections and using the “Yes, but…” method while presenting his/her points.
Examples,
- The prospect: I don’t like such a multi-functional and complex ‘remote’ for operating TV.
- The seller: Mr. Y, I know exactly what sort of trouble you get while operating with this kind of remote control but in this modern age, we have to accept some initial problems when we are using the latest technology, don’ we?
- The prospect: I want to replace it with a simpler one.
- The seller: It’s ok. but I am afraid your children will prefer the multi-functional one. You know, children are more curious about new gadgets.
Turn Objections into Reasons for Buying
This method is guided by the principle of the boomerang. A boomerang is a curved stick of hardwood that is used to hit something by throwing; if it fails to hit the target, it returns back to the thrower. In the same way, some intelligent and striking answers are used by the seller to persuade the prospect to buy the product forgetting what he/she had objected to. If the seller succeeds in doing so, it is said that the prospect’s objections have been turned into reasons for buying. If not, there is no loss for the salesperson, because he/she had already assumed that the prospect was giving an excuse for not buying.
Example 1,
- The Prospect: I am too busy to meet you.
- The Seller: I know you are a busy person, Mr. Y, and that’s the reason I want to consult you. The service that I want to provide is for busy executives like you.
- The Prospect: If that is so, I will be seeing you at 7. A.M. tomorrow.
- The Seller: Thank you, I’ll be there tomorrow. (Objection turned into a cause for buying).
Example 2,
- The Prospect: The price is too high.
- The Seller: Yes, it’s too high, Mr. Y, but would you mind judging the quality of the product?
- The Prospect: What quality? Do you think we are fools? (Failure to turn an objection into cause for buying)
Ask Specific Questions
Although this method is widely used in evaluating real objections and excuses, it is particularly used in handling price objections and in closing a sale.
In the course of separating and evaluating real objections and excuses, a salesperson may ask the following questions when the prospect says, “I don’t like to deal with you.”
- What makes you think so?
- Why do you object to buying from our firm?
- Would you mind saying what is in your mind more specifically so that we could make it clear?
In case the prospect says “I can get a machine at a cheaper cost” the questions seller can use could be as follows:
- No, I don’t agree. Do you know how long it will last and how well it will perform?
- Do you want to say that you are using the least expensive machine?
- What do you think is a fair price?
- How much price difference do you find?
- Is that your only object to our product?
- Are you willing to buy if we make you satisfied with your objection regarding price?
The voice tone of the prospect while answering these questions will the salesperson to close a sale or to decide to drop a prospect.
Admit Valid Objections and Counter
Although this method resembles the boomerang method, a typical difference can be observed. In using this method, two steps are followed by the salesperson.
In the first step, the valid objection raised by the prospects is admitted for answering. In the second step, the seller proceeds to show the compensating advantages of the product. This may be illustrated as follows: first,
- Proposition: Selling a six-cylinder car
- The Objection: I am looking for only a four-cylinder car as the six-cylinder car uses too much gasoline.
- The Replies: Step 1: No doubt, it uses too much gasoline. Step 2: But are you aware of these advantages,
- A large easy riding car body.
- More reserve power.
- More comfortable.
- Quick, and safer ride.
- You feel less fatigued on long trips.
- Do you think these advantages are enough to compensate somewhat for the larger consumption of gasoline?
Second,
- Proposition: Selling a plot of land.
- The objection: I am looking for a cheaper plot.
- The Replies: Step 1: I know you are looking for a chapter plot. Step 2:But have you thought of these advantages,
- Convenient to reach
- So wide road access
- Electricity facility
- Water supply lines
- Residential area with doctors, professors, and engineers in the neighbouthood.
When a prospect is convinced, the objection is said to have been handled effectively.
Postpone the Answer
This method of handling objection can be used in two situations-when the objection occurs at the beginning of the sales presentation or when the salesperson determines that the objection is an excuse and not a valid one.
If the objection comes at the beginning of the sales presentation, the salesperson should postpone responding to it saying that the objection will be answered later because he/she has not reached that point of the sales presentation. He/she should convince that he/she will answer satisfactorily when the point of objection conies up in the presentation. Then, he should proceed with the presentation.
When the seller reaches the presentation stage in which the prospect’s objection belongs, the objection should be answered. Hence postponing does not mean ignoring the answer. If the objection is simply an excuse and not valid, the salesperson should use his/her own experience and skill to handle it without spending time and effort unnecessarily that is why Paderson Wright and Witze say, “Experience is the sales representative’s working capital drawn on it”, In this situation, postponing an answer does not mean not answering. It simply means, “Escape from the situation by using polite words of excuse.”
Deny the Objection
The implementation of this method requires great skill and intelligence. Specifically, a direct denial could be too harmful. Hence, the salesperson should use indirect denial. The indirect denial, here, denotes the use of tactical words for answering. Politeness and’ diplomacy can help salespeople while expressing denial in the course of handling an objection. It does not mean that the salesperson cannot use direct denial. Of course, he may use direct denial in case ‘the prospect makes false accusations against the company and the product.