Professional Selling

🎫Professional Selling Unit 9 – Overcoming Objections and Resistance

Overcoming objections is a crucial skill in professional selling. Salespeople must learn to view objections as opportunities to address concerns, build trust, and demonstrate value. By mastering techniques like active listening, reframing, and providing evidence, sales professionals can turn objections into stepping stones towards closing deals. Common objections include price, need, timing, and competition. Successful salespeople develop strategies to handle these objections effectively, focusing on uncovering the real issues behind customer concerns. Practice, continuous learning, and adapting to tough customers are key to improving objection-handling skills and ultimately closing more sales.

What's the Deal with Objections?

  • Objections are concerns, questions, or doubts expressed by potential customers during the sales process
  • Objections are a natural part of the sales process and should be expected by salespeople
  • Objections often stem from a lack of information, misunderstandings, or concerns about the product or service
  • Objections can be related to price, features, benefits, timing, or competition
  • Objections are not always a hard "no" and can often be overcome with the right approach and information
  • Objections can provide valuable insights into the customer's needs, wants, and decision-making process
  • Objections should be viewed as opportunities to address concerns and build trust with the customer

Common Objections You'll Face

  • Price objections: The customer believes the product or service is too expensive (e.g., "It's out of my budget")
  • Need objections: The customer doesn't see the value or necessity of the product or service (e.g., "I don't really need this right now")
  • Timing objections: The customer is not ready to make a purchase or commit to a decision (e.g., "I need to think about it")
  • Competition objections: The customer is considering or prefers a competitor's product or service (e.g., "I've heard good things about XYZ company")
  • Authority objections: The customer lacks the authority to make a purchase decision (e.g., "I need to discuss this with my manager")
  • Product objections: The customer has concerns about the product's features, benefits, or quality (e.g., "I'm not sure if this will work for my specific needs")
  • Trust objections: The customer lacks trust in the salesperson, company, or product (e.g., "I've had bad experiences with similar products in the past")

Reading Between the Lines

  • Identifying the real objection behind the stated objection is crucial for effectively addressing customer concerns
  • Customers may not always be direct or clear about their true objections
  • Active listening and asking probing questions can help uncover the underlying issues
  • Pay attention to nonverbal cues, such as body language and tone of voice, which can provide insights into the customer's true feelings
  • Empathy and understanding are key to building trust and rapport with the customer
  • Restate the objection in your own words to ensure you have a clear understanding of the customer's perspective
  • Avoid making assumptions or jumping to conclusions without fully exploring the customer's concerns

Techniques to Handle Objections

  • Acknowledge the objection: Show the customer that you hear and understand their concern (e.g., "I understand your hesitation about the price")
  • Clarify the objection: Ask questions to gain a better understanding of the specific issue (e.g., "Can you tell me more about your budget constraints?")
  • Reframe the objection: Present the objection in a different light or perspective (e.g., "While the upfront cost may seem high, consider the long-term savings and benefits")
  • Provide evidence: Use facts, data, testimonials, or case studies to address the objection and build credibility (e.g., "Our product has helped similar businesses reduce costs by 20%")
  • Offer alternatives: Present different options or solutions that may better fit the customer's needs or budget (e.g., "We have a starter package that may be more suitable for your current situation")
  • Emphasize value: Focus on the unique benefits and value proposition of your product or service (e.g., "Our premium support and warranty set us apart from the competition")
  • Seek agreement: Confirm that you have addressed the objection to the customer's satisfaction (e.g., "Does this help clarify the pricing structure?")

Turning Objections into Opportunities

  • Objections can be a sign of interest and engagement from the customer
  • Use objections as a chance to learn more about the customer's needs and preferences
  • Objections can help you tailor your sales approach and offer more personalized solutions
  • Overcoming objections can demonstrate your expertise and build trust with the customer
  • Successful handling of objections can lead to stronger, more loyal customer relationships
  • Objections can uncover new selling points or benefits you may not have considered before
  • Embrace objections as a natural part of the sales process and an opportunity to showcase your problem-solving skills

Dealing with Tough Customers

  • Some customers may be more challenging or resistant to your sales efforts
  • Remain calm, professional, and empathetic, even in the face of difficult objections or aggressive behavior
  • Avoid getting defensive or argumentative, as this can escalate the situation and damage the relationship
  • Focus on finding common ground and building rapport with the customer
  • Use active listening and open-ended questions to better understand the customer's perspective and concerns
  • Be prepared to walk away if the customer is not a good fit or the situation becomes unproductive
  • Learn from tough customers and use the experience to improve your objection handling skills

Practice Makes Perfect

  • Regularly practice and role-play objection handling scenarios with colleagues or mentors
  • Develop a list of common objections and create scripts or talking points to address each one effectively
  • Continuously refine and update your objection handling techniques based on real-world experiences and customer feedback
  • Seek feedback from managers, peers, and customers to identify areas for improvement
  • Attend sales training workshops or seminars to learn new strategies and best practices
  • Study successful salespeople and analyze their objection handling techniques
  • Embrace a growth mindset and view each objection as an opportunity to learn and improve your skills

Beyond Objections: Closing the Sale

  • Objection handling is just one part of the sales process; it's important to keep the ultimate goal of closing the sale in mind
  • Use objection handling as a way to build trust, establish credibility, and demonstrate value to the customer
  • Once objections have been addressed, guide the conversation towards the next steps and closing the sale
  • Summarize the key points of your discussion and the benefits of your product or service
  • Ask for the sale directly and confidently (e.g., "Are you ready to move forward with our solution?")
  • Be prepared to handle any final objections or concerns that may arise during the closing process
  • Follow up with the customer after the sale to ensure satisfaction and address any post-purchase objections or issues


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APÂŽ and SATÂŽ are trademarks registered by the College Board, which is not affiliated with, and does not endorse this website.

Š 2024 Fiveable Inc. All rights reserved.
APÂŽ and SATÂŽ are trademarks registered by the College Board, which is not affiliated with, and does not endorse this website.