“The truth about ‘objections’ is that, most of the time, they aren’t really objections.”
One reader wrote in and asked:
“If they’re not objections, are they fears? Perhaps fear of unknown factors?”
Excellent question! While, on some level, fear of taking incorrect action comes into play, typically, objections are simply the fact that your prospect does not see the value of your product or service as equaling – or, much better – greatly exceeding – what they must exchange for it (price, time, risks, opportunity cost, etc.). So, in a sense, it’s more of an unstated request for additional, clarifying information. We could generally define an objection, then, as simply “a call for clarification.”
Being able to provide this clarification is important.
Framing your response correctly is crucial!
If you are defensive, you’ll turn the person off and close their mind to further information.
If you simply answer factually, you may convince but you probably won’t persuade.
The key is to – with true empathy and genuine focus on him or her and their feelings, concerns, wants, needs – communicate that your desire is to help create clarity and certainty, whatever their decision may be.
When you can effectively communicate this message, and provide the information they need in order to realize that your product will provide more in “use value” than what they are paying for it, the sale will be made, and you’ll have a customer who will enjoy the benefits of your excellent product or service…and refer you to many others.