9.2 Strategies for Handling Common Objections
3 min read•august 7, 2024
Handling objections is a crucial skill in sales. Strategies like , , and help salespeople address customer concerns effectively. These techniques allow you to understand the customer's perspective and turn objections into opportunities.
Persuasive methods like the Feel-Felt-Found approach and can overcome resistance. By anticipating common objections and preparing solid responses, you'll be better equipped to guide customers towards a purchase decision that meets their needs.
Empathetic Communication Techniques
Active Listening and Empathy
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- Actively listen to the customer's objections and concerns by giving them your full attention, maintaining eye contact, and avoiding interruptions
- Use verbal and nonverbal cues to demonstrate that you are engaged and interested in understanding their perspective (nodding, saying "I understand")
- Show empathy by acknowledging the customer's feelings and demonstrating that you understand their point of view
- Put yourself in the customer's shoes to better comprehend their needs, desires, and hesitations about the product or service
Clarification and Reframing
- Ask clarifying questions to ensure you fully grasp the nature of the customer's objection and its underlying reasons
- Paraphrase the customer's objection in your own words to confirm your understanding and show that you are actively listening
- Reframe the objection in a positive light by highlighting the benefits of the product or service that address the customer's concerns
- Use reframing to shift the focus from the objection to the value proposition and unique selling points of the offering (emphasizing quality instead of price)
Persuasive Strategies
Feel-Felt-Found Method and Boomerang Technique
- Employ the by acknowledging the customer's feelings, sharing a similar experience from another customer, and revealing how that customer found a solution with your product or service
- Use the by turning the customer's objection into a reason to buy, highlighting how the product or service addresses their specific concern (objection about price becomes a discussion about value)
- Provide real-world examples of how your product or service has helped customers overcome similar objections and achieve their goals
Probing Questions and Anticipation
- Ask probing questions to uncover the root cause of the customer's objection and gain deeper insights into their needs and preferences
- Use open-ended questions to encourage the customer to share more information and engage in a dialogue (asking "What are your thoughts on..." instead of yes/no questions)
- Anticipate common objections and prepare effective responses in advance, using data, case studies, and customer testimonials to support your arguments
- Preempt objections by proactively addressing potential concerns during the sales presentation, demonstrating your expertise and understanding of the customer's needs
Negotiation and Resolution
Demonstration and Proof
- Offer a of the product or service to show the customer how it works and how it can benefit them, addressing their objections through practical examples
- Provide of the product or service's effectiveness through case studies, customer testimonials, and data-driven results
- Use visuals, such as graphs, charts, or videos, to illustrate the value proposition and make the benefits more tangible and compelling
Concession and Compromise
- Be willing to make concessions or offer compromises to reach a mutually beneficial agreement and overcome the customer's objections
- Offer additional value-added services, extended warranties, or flexible payment terms to address the customer's concerns and make the offer more attractive
- Find a middle ground that satisfies the customer's needs while still achieving your sales objectives, focusing on creating a win-win situation for both parties (offering a discount while still maintaining profitability)
Key Terms to Review (13)
Active Listening: Active listening is a communication technique that involves fully focusing, understanding, and responding to a speaker with the aim of ensuring clear and effective interaction. This skill is vital in creating strong connections, fostering trust, and facilitating problem-solving in conversations.
Anticipation: Anticipation is the ability to foresee potential objections or concerns a customer may have during the sales process and to proactively address them. This skill allows a salesperson to engage with customers more effectively, creating a sense of trust and understanding while demonstrating knowledge of the product or service being offered.
Boomerang Technique: The boomerang technique is a sales strategy used to handle objections by turning the customer's concern into a reason for buying. This approach not only acknowledges the customer's hesitation but also redirects it back to highlight the benefits of the product or service. By skillfully reframing objections, salespeople can reinforce the value proposition and guide the customer towards a positive buying decision.
Clarification: Clarification is the process of ensuring that both parties in a conversation have a mutual understanding of information, especially during discussions about objections. It involves asking questions or providing additional information to clear up any misunderstandings and to foster effective communication between the seller and the buyer.
Compromise: Compromise is a mutual agreement reached between two or more parties where each side makes concessions to resolve a disagreement or conflict. This concept is essential for facilitating communication and negotiation, as it encourages understanding and collaboration rather than confrontation. Through compromise, parties can find common ground, ensuring that their relationships remain intact while addressing differing viewpoints and needs.
Concession: A concession is a strategic compromise made during a negotiation or sales conversation to address objections and concerns raised by a potential buyer. This approach involves acknowledging the buyer's point of view and offering something in return, such as a discount, added service, or other benefits, to create a win-win situation and facilitate the closing of the sale.
Demonstration: A demonstration is a practical presentation designed to show how a product works or the benefits it offers. This interactive approach not only engages the audience but also helps to establish credibility and build trust. By showcasing features and applications in real-time, demonstrations can effectively address the needs and concerns of potential customers, leading to enhanced understanding and interest.
Empathy: Empathy is the ability to understand and share the feelings of another person, allowing individuals to connect on an emotional level. This skill is crucial in building rapport and trust, especially in professional selling where understanding clients' needs and perspectives can lead to better relationships and outcomes.
Feel-felt-found method: The feel-felt-found method is a powerful sales technique used to address and overcome objections from potential customers. This approach involves empathizing with the customer's feelings, sharing a similar experience or perspective that others have had, and then explaining what those individuals found as a result. This method creates rapport and demonstrates understanding, making it easier to guide customers toward a positive resolution.
Objection Handling: Objection handling is the process of addressing and overcoming potential buyer concerns or objections that may arise during the sales process. Effectively managing objections is crucial for building trust, maintaining engagement, and ultimately guiding the buyer toward a purchase decision. Successful objection handling relies on strong communication skills, a deep understanding of the product, and the ability to read and respond to customer cues.
Probing questions: Probing questions are specific inquiries designed to uncover deeper insights, needs, and motivations of a customer or client during a conversation. They help sales professionals to dig beneath surface-level responses, allowing for a more comprehensive understanding of the customer's situation and requirements. By employing probing questions, salespeople can effectively tailor their solutions and address objections that may arise.
Proof: In the context of professional selling, proof refers to the evidence or validation presented to support claims made about a product or service. This evidence can take various forms, such as testimonials, case studies, statistics, or demonstrations, and is crucial for overcoming objections during the sales process. By providing proof, sellers can build credibility and trust with potential customers, addressing their concerns and reinforcing the value proposition of what they are selling.
Reframing: Reframing is the process of changing the way a situation or objection is perceived, allowing for a different perspective that can lead to positive outcomes. This technique helps in transforming objections into opportunities for dialogue, understanding, and problem-solving, making it a crucial skill in the realm of professional selling.