Overcoming Objections

Firstly, before I get down to business, I'm hearing about some brilliant January results and I just want to say a BIG congratulations for a great start to 2008.

I often get asked to cover objection handling and for those of you who work closely with me, you know that I don't just cover this area in isolation. Handling objections after closing is old school. Right?

Here's why.

If you get an objection, you haven't actually asked the right questions and listened to the answers properly up front. It's your job as a salesperson to cut the objections down before they even appear.

I mean, come on – you know the common objections that your prospects will make (or you should do anyhow!).

You should know what they will object to, so prepare for it and cover it off by asking qualifying, investigative and need–identification questions up front.

Think about what an objection means for a moment…

It actually means that what you have talked about or covered is not providing sufficient value/benefits for your prospect. There is no excuse for not covering and removing buyer's concerns before any objections arise.

Yes, of course I would cover the objections that you will come across in a workshop but not in isolation. I would never just cover a course on objection handling after closing alone because the art of selling is to cover them off before they arise. Overcome procrastination, affordability, lack of desire, time, speak to partner first and shopping around before they become objections. Sales masters do this in consultation with the prospect prior to providing a tailored solution to their needs and wants.

When objections do arise, view them as questions…

• "It's too much money" – this really means that you have not convinced me that the value and the benefits will outweigh what I have to pay for it.
• "The club down the road is better than yours" – you have not highlighted the benefits properly and what it means to your prospect.
• "I'll think about it" – I'm going to think about what you said and make a decision. You should ask them: "What specific areas do you need to think about the most?" And then you provide more evidence and info around those points.

So, in getting an agreement from your prospect:

Ask better questions and listen carefully and the objections will not come. You know what is around the corner if you do not cover off the objections before they arise.

If objections do arise, don't beat yourself up about it. The client needs more convincing and evidence that your product or service is right for them.