What does it mean when your “Future Customer” OBJECTS? (Part 1)
Most sales people dread encountering OBJECTIONS, especially objections around the value their product or service offers. These objections manifest in the form of price objections. In my experience OBJECTIONS are a very positive sign that the sale is proceeding well. They show that your customer is interested, but they also show that you have not yet completely understood how to effectively communicate your value in terms your customers understand.
I see real OBJECTIONS as gifts. When your future customer (Prospect) is objecting, they are giving you precise information about their reservations around how your product or service will serve them. This information when viewed properly, will give you all the insights you need to address, so that you can keep the deal moving forward. When a future customer is not objecting, they force you to try to sell in the dark, which forces you to sell on hope, which is not a very effective sales strategy at all.
Ask Engaging Questions
When you learn the art of asking really powerful engaging questions, designed to uncover your customers intrinsic needs values and expectations, you will be better equipped to connect and communicate how your value proposition will support your future customers to satisfy their specific needs, values and expectations. My experience has shown me that, despite your best efforts at asking the right questions, your future customers, will still object. These objections are always welcome and when viewed positively, serve as a guide to direct you towards a tailored solution, which is perfect for each future customer.
Use OBJECTIONS to help you to guide your sales conversations. When you learn how to embrace objections and instead of allowing them to overwhelm you, where you rather use them as a road map to guide the sales conversation. You will be equipped to win far more sales. The way you embrace objections and utilize them to guide your conversation, will be the deciding factor around how many prospects you welcome as new customers.
Yes of course, when you learn to understand your own value proposition and how to best connect this with your customers needs, values and expectations, you will be equipped to close far more sales. The truth though is that, there is seldom, if ever a perfect sale, where everything just falls into place and goes according to plan. No matter how well prepared you are and no matter how many questions you may ask to discover your future customers needs, values and expectations, your future customers are still going to object to something. The secret to handling any objections, which may come up is to anticipate them in advance. This helps you to prepare your answers and to keep the sales conversation flowing, during sales meetings.
Learn to Dance with OBJECTIONS
In future when you encounter any objections, instead of allowing them to overwhelm you, instead invest time ahead of the time, anticipating objections and prepare to answer them. Learn to dance with objections and see them as merely questions from your future customer, which need clarification.
Objections are always an opportunity to allow you to better understand your customer’s unique needs, values and expectations. Once you make the shift from overwhelm to engagement, where you view objections as questions instead of an affront to you and your product and or services, you gain access to a fantastic source of specific information. This information will serve you to better communicate your value proposition in terms that your future customer will understand and relate to, in relation to their unique circumstances.
When you learn to utilize objections as questions, you are better equipped to provide specific insights, share relevant information, which is aligned with each future customers unique circumstances and it allows you to gain a new perspective around each future customers unique circumstances. This allows you to gather your thoughts and to better communicate your value proposition in terms that each future customer will relate to. It also give you a different view of each future customer and how you can best tailor your offering to suit them and their unique circumstances.
How to approach objections?
Accept that each objection is merely your future customer asking a question, so that they can gain clarity about something they don’t understand. The secret to make this work for you is to first ensure that you have completely understood the question, before answering it.
Use the following process when you encounter an Objection:
RESTATE: Repeat what your future customer has said, to ensure that you have heard the concern or question correctly.
CLARIFY: Ask your future customer a few questions to ensure that you have understood their question or concern properly.
EXPLORE: to ensure that you have completely understood your future customers needs and values, which lie beneath each concern or question. Be careful not to make incorrect assumptions, which may compound the situation with unnecessary additional issues.
RESPOND: Learn to only respond to any questions and concerns, once you have completely understood the question or concern and how this relates to each future customers unique needs and values, which are hidden beneath each concern.
- The best way to respond to any concern or question is not by going into a long-winded explanation or feature dump. The best way to respond is to describe how your product or service will serve them. Be sure to clearly define exactly “What is in it for them” and how your value proposition will eliminate any concern or question they may have.
- An even better option would be to respond with an actual demonstration around how your product or service will perform and mitigate or eliminate their concern or question.
The secret when you respond to any question, concern or objection, is to ensure that you completely understand what the question or concern is before responding and secondly that your future customer feels heard.
In part 2 of this article on objections, we will dig deeper to learn how to manage specific objections or customer questions, so that you can close far more sales.