Sales Tips: 3 Ways to Handle Objections

Sales Tips: 3 Ways to Minimize Objections

Since 2002, CustomerCentric Selling® has redefined selling as:

Asking questions to help buyers understand how to use offerings to achieve goals or solve problems.

There is a major difference in buyer experience when people are empowered rather than sold. Selling is generally perceived as convincing, persuading and overcoming objections. Some people believe handling each objection gets sellers closer to winning the business. Most would also assert that selling begins when buyers say no. These attitudes make selling seem like arm wrestling contests between buyers and sellers.

I’d like to offer some observations:

  • Not all objections can be addressed.
  • People can and do buy when they aren’t 100% happy with all aspects of offerings.
  • If and when objections arise, sellers may need to ask clarifying questions. If sellers don’t fully understand objections they can go in the wrong direction and unwittingly unearth additional objections.
  • If an objection is about a feature you don’t have, consider asking: Why is this feature important to you?

I believe most objections are raised when calling on lower levels that are more product-focused than Key Players. I’d also like to share my view that product pitches where sellers do most of the talking will likely evoke objections.

It’s a matter of control.

When being subjected to pitches, sellers dominate “conversations.” Buyers may feel they need to throw out objections to slow down their bombardment of features that may be irrelevant to them.

To minimize objections, I offer the following three (3) suggestions:

  1. Start opportunities at Key Player levels (the people sellers need to call on to sell, fund and implement offerings.
  2. Before offering any features, ask diagnostic questions to determine which are relevant to buyers.
  3. Ask a final question to empower the buyer: If you had (summarize the capabilities agreed to), could you (achieve the desired outcome)?

Objections compromise the ultimate outcomes of sales calls. By applying these suggestions, you should be able to better minimize those objections. Save the infographic below for handy reference when in doubt:

Infographic_3 Ways to Minimize Objections

By John Holland, Chief Content Officer, CustomerCentric Selling® – The Sales Training Company

 

Frank Visgatis

As co-founder, President & Chief Operating Officer of CustomerCentric Systems®, LLC and co-author of the CustomerCentric Selling® sales methodology, Frank Visgatis drives the overall direction and strategy for CustomerCentric Systems®, LLC, leveraging 20 years of leadership experience. Visgatis knows how to conceptualize and execute a new business strategy into a winning company. He has done it numerous times - from co-founding a thriving commercial and residential real estate holding company to transforming a private consulting practice into one of the most successful sales training providers in the country. His ability to identify trends and changes in the sales ecosystem has helped improve the dynamic of interaction between sellers and buyers through the development of CustomerCentric Selling® and Sales Ready Messaging®. Visgatis' vision has propelled CustomerCentric Systems®, LLC as one of the industry's top providers of sales process consulting, sales training and Sales Ready Messaging®.

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