Every so often, I see sales people shy away from sales objections. I guess it’s something they fear, they get quite nervous and then run away from the conversation. So, what can we do to deal with these situations?
As professional sellers it’s our job to deal with the objection that is presented to us. We need to get comfortable with them, acknowledge the customers concerns and deal with them. Yet, before we do any of this, we need to begin by understanding the reason why people object.
The key is to look at things from the customers perspective. We can learn so much when we stop and think about the times when we were interested in buying something. Still, we stopped, hesitated or backed away for some reason.
Here is a list of reasons why customers give sales objections or walk away from a potential sale. How many can you relate to?
- Negative reaction – Sometimes a salesperson can come across as too pushy or even a little arrogant (talking lots of jargon). The customer takes a dislike to the person / organisation and buys elsewhere.
- Lack of trust - We often base our opinions on previous experiences, recommendations or reviews. If we have a bad experience, we can be slow to trust the brand/ company which affects our decision.
- Resistance to change – Some people just don’t like change. They know they need to buy the product or service. However, they don’t like the idea of change and definitely won’t be rushed.
- A slower pace - There will always be occasions when customers like to take time to think over their decision or even discuss it with someone else first. We need to slow down and go at their pace.
- Not asking the right questions - Sometimes we don’t ask the right questions so we don’t get to find out what the customer really needs. As a result, we may make the wrong recommendation.
- Not addressing the customers concerns - There are times when we don’t address the customers concerns or even their questions. So, they are left feeling uninformed, unsure or a little ignored.
- More information needed – Some people like to digest a lot of material before making a decision. They wish to do further research or maybe we haven’t given what they need just yet.
- Information overload – We might do the opposite and give too much information (including unnecessary details). The customer feels overwhelmed and confused, leading to a natural instinct to walk away.
- A bargaining position – Lots of buyers love the thrill of negotiating a deal and getting a bargain. For them, objections are just part of the sales process that needs to be worked through.
- Some other reason – Now and again buyers are interested in the product or service, but they have some other valid reason why they can’t go ahead right now. It may be timing or a situation they need to deal with first.
As sales people we need to learn to anticipate objections and welcome them rather than fear them. We can also learn to unravel and even eliminate potential objections earlier in our conversations by asking relevant questions and addressing the right points.
Finally, remember if the customer is talking to us and giving objections – it can be a good sign. It shows they are interested and just need their concerns addressed a little more.