In Home Sales - Know The Difference Between An Objection And A Condition
Unless you learn how to handle objections, you're not going to approach your potential sales. It could be the sole breaking point of even being in the sales career. As a sales professional hearing an objection from the prospect is normal, it's when you don't hear any you should be concerned. Objections are not deal killer's, they are deal makers. Prospects that don't have objections are not seriously involved.
What is an objection: It's a statement by your prospect that He/She wants to know more! Objections are just a front that prospects need more information. Prospects usually object with sincerity, they don't know any better. The professional sales person knows this and knows handle to handle it.
There are two types of objections: Major and Minor.
People use to them to slow things down. They don't mean they don't want to buy; they just want to mull things over before committing themselves. Sometimes a prospect will shoot you minor objections just to catch his/her breath, or make sure that you can answer his/her minor objections eloquently before things get any thicker. Not all problems are objections that can and should be able to overcome.
You often encounter conditions that prevent the purchase. One huge condition would be a large purchase and the prospect does not have enough money or credit. This is why qualifying the lead is vital. True professional sales people don't waste time on non- qualified leads or prospects.
What is a condition: It's a valid reason for not going ahead. It's not an objection to overcome, it's a total road block to the sale and you must accept it and walk away from. No Money, Not enough Money, No Credit, No Permit etc...
Understand this: The potential buyer who objects really can't see how your offerings will suit his/her needs. Your job is to use your superior knowledge of what you're selling to show him/her how it can satisfy his/her needs. VALUE!
IF NO CONDITIONS EXIST AND THEY DON'T BUY, IT'S MY FAULT!!
Two Don'ts / One do.
1) Don't Argue. If the prospect needs more information, provide it don't argue. With anger or sarcasm, or other forms of sales killing heat and pressure, the sale person tries to beat the prospect down. Often the salesperson wins the argument and therefore loses all chance of making the sale.
2) Don't attack them when you overcome their objection. Put space between your prospects and their objections. Develop sensitivity to how your prospects feel when they voice their objections. Never allow a prospect to feel that he's in danger of being proven wrong. If you start fighting their feelings, their negative emotions will always take over.
DO lead them to answer their own objections. A sales professional always tries to maneuver then into answering their own objection because when they say something, it's true. Most prospects will answer their own objections if you'll just work at it, give them time, and lead them to it. Deep down they want to go ahead and purchase, just show them how and guide them.
Reflex objections: "We're only looking", "We will make a decision next week".
The system to handling reflex Objections:
a) Hear them out. Don't talk right away before the prospect even gets out five words. This makes the prospect feel irritated and uneasy.
b) Feed the objection back. Excellent technique with 2 buyers (husband/wife). You can use this to have them answer their own objection. I have had a husband give me a reflex objection and I feed it back only have to have the wife jump in on my side and close him for me. "Well Ron, Iam thinking I might build this myself", Ron = "So you think you might want to build this yourself?" wife = (Oh no your not, you haven't even finished my kitchen yet!).
c) Question the objection. Ask them to elaborate on their objection. Do it seriously. Avoid any hint of sarcasm, impatience, or contempt. If you get into the detail of their objection, they will feel a strong pull toward removing it themselves. Even if this does not happen, let them expound further on the objection giving you time to think of your next move to overcome it.
d) Answer the objection. Some sales people have one certain objection they just can't overcome. In every sales career a product may have a few features or weaknesses you wish you didn't have. Study this huge objection that haunts you and master the answer. Admit the disadvantage and compare it immediately to an advantage.
e) Confirm the answer. Don't reply to the objection and let it hang, they might have misunderstood you. Maybe they stop listening before you covered the point because they thought of something else. After you answered the objection in a way you feel should overcome it, confirm that you have. ASK:
"That clarifies the point entirely, don't you agree?"