handling objections in sales · objection handling –tips, tricks and techniques 22 understand...

Handling Objections in Sales

A Comprehensive Guide

What are Objections?

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When customers demonstrate reasons why they are not going to buy, it is called an objection.

It is a clear indication by a buyer that there is a barrier between the current situation and what needs to be satisfied before he makes the purchase/closes the deal.

What is Objection Handling in the Sales Process?

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Objection handling is when a prospect/client expresses a concern about the product/service, and the BD/sales professional responds in a manner that alleviates those concerns, enabling

the deal to move forward.

Why is Objection Handling Important?

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Remember, an objection is actually an indication that the buyer is engaged, which is better than him being apathetic.

Be cognizant of all the money, effort, time and other resources that the organization has invested into attracting customers, prospecting and arranging the sales process.

Work towards leading as many prospects to the actual sale as possible, and remember, you will often face not one, but many objections.

Types of Sales Objection

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Know Your Objections

All reasonable objections can be divided into categories.

Understand and categorize the objections to better deal with them.

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Brush-Off CompetitionBudget/

PriceProcrastination

Excessive details

AvoidanceThe

Gatekeeper

Type of Sales Objections

The Brush-Off

Typically, when your customer immediately indicates he is not interested as his first response, it is called a brush-off – something like an excuse.

Example: "Just send me some information."

Competition

When your prospect/client brings up a competing vendor/supplier.

Example: "We already work with ABC firm (competitor)."

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Procrastination

When customers push things off to a later date.

Example: "Call me back next quarter."

Budget/Price

When the prospect expresses concerns over the pricing or their budget.

Example: "We don’t have the budget for this."

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Getting in the Weeds/excessive details

When a customer asks for excessive details

Example: "Does your product do X, Y, and Z?"

Avoidance

When a customer doesn’t say no directly, buy avoids you

Example: "Sorry I had to cancel, I’ll get back to you when I have some time."

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The Gatekeeper

When you are actually interacting with someone who is not the decision maker.

Example: "Leave a message after the beep ... "

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How to Handle Sales Objections?

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The LAER Framework (by Carew International) - Overview

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Allow your prospect to talk, without interrupting him

Listen

AcknowledgeExplore

Respond

LAER FRAMEWORK

Repeat back what you heard, in a concise version

Dig in and discover the reasoning behind the objection

Based on the concerns shared, respond with your clear recommendation-connecting things back to client’s goals

The LAER Framework - Listen

Allow your prospect to talk, without interrupting him. Let them share what their concern is.

If you do find yourself interrupting in order to respond, call yourself out on it to make them feel comfortable enough to continue on with what they are sharing.

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The LAER Framework - Acknowledge

Repeat back what you heard, in a concise version. The intent of repeating back is to ensure you completely understand what the objection actually is. This will help you with:

Allow you to slow down, think and be sure you understand the entire issue.

Make your prospect feel more comfortable as they’ll know that you are listening and considering what they have to say.

When the prospect/client hears you repeat what their concern is, if there is anything else to add or elaborate on- they will do so.

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The LAER Framework - Explore

Don’t jump to a response about why you think the objection shouldn’t be a concern.

Get into the “discovery” mode - seek to understand, not to be right.

Affirm your prospect: state that they are understood, it is reasonable that they would have that objection, and that there are others who had similar concerns.

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The LAER Framework - Respond

This is your final step.

Based on the concerns prospects shared with you, you can respond with your clear recommendation - and connect things back to their goals/ desired outcome.

Help them come to their own conclusion about why they should move forward (or not).

This approach is very different from simply skipping to “response mode” and is bound to be more effective.

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Objection Handling – Tips and Techniques

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Objection Handling – Tips, Tricks and Techniques

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Consider and analyze the objections that your customers typically have, categorize these objections

Use active listening to show that you are interested in what your customers are saying and want to help them

Avoid the natural tendency to treat objections as a bad phenomenon. Thank your client for the objection as this means that you have been shortlisted.

Prepare

Listen actively; Do not interrupt

Thank


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You may need to give some arguments against objections to support the sale. However, to keep the conversation easy-going, agree with the objection before giving your reasons against it.

As a seller, you have every right to deny certain sales objections. If you are certain that your customer’s objections are based on personal assumptions, you can deny them.

Some sales objections are very vague, making it difficult to understand the actual objection you have to handle. Don’t Guess!If you start handling an objection that you are not sure exists, it will hamper the sale.

Agree before you argue

Learn to deny

Clarify


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If you are sure of some of the objections that are likely to come up, it is best to proactively express them by yourself. This technique makes your customers more favorable to your arguments.

Demonstrate some features of the product or offer a trial. Post the trial, when customers see that they were mistaken, the concerns are addressed immediately.

Some sales objections are very vague, making it difficult to understand the actual objection you have to handle. Don’t Guess!If you start handling an objection that you are not sure exists, it will hamper the sale.

Proactively express the objection

Demonstrate or offer a trial

Write It Down


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Many sales objections are subjective as they are often based on customers’ individual system of prioritization. In such cases, try to change their priorities by highlighting the strong sides of your offer.

Changing a few words in the objection may give you a sentence that sounds much more positive than what your customer just said.

Humour can also be used to deal with objections, in some appropriate situations. However, practice moderation as too much humour could offend clients

Help customers reprioritize

Use synonyms and rename

Humour


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Understand that customers tend to trust other customers experience and reviews. This technique is especially powerful if your customers express a subjective sales objection that is associated with their uncertainty and expectations.

In some situations, it is appropriate to offer an exchange to your customers. This exchange is as direct as asking them if they will buy the product/service, if you handle their objection.

When handling subjective objections, try to diminish your customers’ objections by reducing their perceived importance. (e.g. price vs. 24*7 support)

Refer to others

Conditional close

See the big picture


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If you feel that your customers are objecting and resisting the sale enormously you can pull back a little and see what happens next. Sometimes, to get less objections you should limit your reaction to them.

If your prospects/customers don’t express any objections, doesn’t mean that they don’t have any. You must ask your customers about their objections, while indicating that your objective is not to sell the product/service, but to satisfy them

At some point, despite you having addressed all of the customer’s objections, some clients continue objecting over and over again. Accept it and move on to other clients. It is not profitable investing all your time and efforts into dealing with sales objections of a single customer.

Step back

Look for hidden objections

Accept and move on

Objection Handling Mistakes to Avoid

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Objection Handling Mistakes to Avoid

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Things Not to Do

Never avoid the issue

Never attack the person

Never argue

Never insult the prospect

Don’t shift responsibility

Never assume you understand an unspecified word

Don’t immediately contradict the prospect Don’t spend too long on an objection

Don’t guess an answer

Moving Forward

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Learn from Objections and Move Forward

Accept that you won’t win every sale and sometimes customers will refuse to buy even after you tried to handle their objections using all the best techniques and tricks.

Get clarity on the objection and try to determine what your prospect is really concerned about, but don’t push past the prospect’s point of comfort.

Rule of thumb : if the prospect says an objection twice, it’s real. No means no.

Make sure you ask them why they decided not to buy from you.

Learn from this situation so you can adjust your methods of handling sales objections for your future sales.

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handling objections in sales · objection handling –tips, tricks and techniques 22 understand...

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