kkchin's Blog: How To Convert Objections To Commitments

By Jim Klein

Last week I shared with you the major reason why prospects don'tpurchase.

Today I will share with you the how to convert objections to commitments.

Let me start out by making one point very clear.

Don't be afraid of an objection. The only bad objection is the one that doesn't come up, the one you don't know about and then you walk out the door. If you walk out the door and the prospect still has objections, you know as well as I do, the chances of you getting back in to handle it later are slim to none.

How many times have you given a sales presentation to a prospect, walked out the door without the sale, and then followed up only to find they had unanswered questions?

Then, you tried to set up a follow up appointment to answer their questions and all you get is the run around. If you are going to spend the time going through the sales process with the prospect, why not do it right the first time and multiply your chances greatly of getting the sale?

So, don't be afraid of getting objections. Be afraid of not uncovering the ones that are there. Many salespeople are so afraid of getting an objection that they don't ask for a commitment.

What you want to do is to bring them out and handle them as early as possible. Handle the most common objections, the ones you know will come up, in your sales presentation.

However, you don't want to bring out objections that might not come up. In other words, don't lead your prospect into something they can object to. If you know there is something on the prospects mind, then handle it up front.

Objections may occur because the prospect has doubts, fears or unanswered questions about your product or service, or even you as a salesperson. Don't fear objections, welcome them. By stating an objection, the prospect is most likely showing interest and saying "I need more information before making a decision".

Most of the time when a prospect raises an objection, they are giving you a buying signal. The prospect is saying to you, "I'm interested in buying what you're selling; however, you haven't sold me yet".

Some prospects will use objections as a test. They are listening to the tone and the confidence of your voice. They throw out an objection to see if you believe in the product or service you're selling. If you don't come across as believing in what you're selling, why should the prospect?

An objection may also simply be an indication that the prospect is not interested, or does not want to purchase. In this case you are saving your self valuable time. The quicker you get to the objections, determine they are valid and that you can not overcome them with your product or service, the quicker you can move on and spend your time prospecting and selling elsewhere.

Most salespeople see objections as the beginning of the end. It may take some time to change your thinking about getting an objection; however, you must start thinking of objections as positive signals from your prospect.

The proper handling of objections is one of the biggest factors in getting a prospect to make the decision to purchase. The prospect, by stating an objection, is showing a reasonable concern, and you should treat that concern with understanding and willingness to satisfy it.

When a prospect raises an objection, or any question regarding your product or service for that matter, be careful how you react. Many sales people make a big mistake in their immediate reaction to a prospects objection. Your body language and facial expressions can say a lot to the prospect as to what you are thinking, without even saying a word.

If you react unfavorably to a prospects objection, you could very easily blow any chance you have of making the sale. When an objection is raised, the first thing you should do is to listen very carefully to what the prospect is saying. Take a minute to absorb what has been said before you respond.

Then you should acknowledge the prospects concern. Make the prospect aware that you understand where they are coming from and their concern is reasonable. Say something like; "I can appreciate that", or "that's very interesting".

Next, you should clarify the objection. Make sure you understand exactly what their objection is. The best way to clarify an objection is by repeating it back to them in the form of a question. You see, an objection is a statement and you can't answer a statement, but you can answer a question.

When you clarify the objection by forming it into a question, you are also taking back control of the sales process. You see, when a prospect raises an objection they are attempting to take control of the process by putting you on the defensive. By acting calm and in control of the situation, and then seeking clarification in the form of a question, you are taking back control.

You always want to be in control of the sales process. Even though the prospect may attempt to wrestle control away from you, it's your job to remain cool and calm, and in control of the sales process.

Once you have clarified the objection, the next step is to isolate the objection. Isolating the objection means to determine if the objection they have raised is the only objection the prospect has, or is there another one. Say, "Is there any thing else standing in the way of you moving forward?", or "Is that the only thing keeping you from making a decision?"

What you are attempting to do is find out if they have any other objections. When one objection has been raised by the prospect, it's the perfect time to bring any other objections out in the open. Then, you can deal with all of their objections at the same time, and then proceed with closing the sale.

You don't want to handle one objection thinking that that's the only one, and then you get hit with another one. Find out about all their objections, and then once you've answered them, you can confidently proceed with the sales process.

Now that you have isolated the objection, the next step is to re-sell the corresponding benefit for each objection the prospect has raised. Be aware that your approach the first time around didn't work, so you will have to expand on the benefits and take a different angle to re-enforce your point.

The final step in dealing with objections is to confirm that you have properly answered the objection to the prospects satisfaction. You could say "I guess we've made that clear?", or "Does that make sense now?", or "Are you comfortable that we have addressed that 100% to your satisfaction?"

You need to become very skilled at the process of handling the most common objections. Spend time writing down the common objections you receive. Then, write down your responses and comebacks for each one individually. By practicing, role playing, and dealing with these objections in real life situations, you will soon master the skill.

Next week, I will share with you the ten most common objections and the best ways I have found to handle them.