Home | CV Zone | Skill Zone | Job Zone | Links

Objection Handling

Remember one of Goldman's basic principles of sales:-
"A sales interview in which the prospect does not object to any of your sales points seldom ends in a sale".

Objections are therefore a really positive sign that the client is interested in your product, but requires further convincing.

Handling Objections - 5 Easy Steps

Welcome the Objection
"I'm glad that you've brought that up Mr Jones, it's certainly a relevant point".

Make the Objection specific
"So what exactly is it about the product that concerns you?"

Handle the Objection
Using features and benefits, turn the client's objection into a positive reason to buy.

Gain the client's agreement

Close
Ask the client for the business

Objections - Hints and Tips

Never neglect objections
Gain the full list before you tackle them
Itemise your answers - Makes them easier to remember - Your customer may have to report back
Always clarify objections
Always gain agreement
Always close having gained agreement
Turn objection into a proof point
Accept any objection as a valid objection when it is, but re-define it if is irrelevant.
Beware of the red herring

Remember

Never neglect regular customers. Routine buyers usually pay little heed of price.
If you treat your client well this will affect their reaction to price. e.g People go to corner shops rather than supermarkets for the personal touch even though they are normally more expensive.

Price Objections - Hints

Always try to detect the motive behind the price objections. As we have already said it can hide a multitude of others.
As with all objections, if they come very early in the call, put them off and answer them when you have the value of your publication.
Don't let the situation become a battle of wits. Relieve the situation of it becomes tense by slowing down the pace and lowering the pitch of your voice. Aggression only leads to stubbornness.
By obtaining acceptance throughout the sales, cost becomes less important and acceptance of this becomes easier.
Show the advantages of a fixed price policy. After all, if all space were bought on bartering principle then no-one would every be sure what everyone else was paying.
Warn customers of a fixed price policy before bargaining begins. Never change your mind.
Re-sell the benefits and relate them to cost.
Finally and perhaps most importantly, never believe that a lower price automatically raises your selling chances. It may not in the short term and in the long will almost inevitable cause worse problems.

You have now reached the end of this short course I hope you found it useful. Please take a look around the rest of the site, and do come back as we are planning to develop more courses of this kind.

Areas within the skills section;