On page 136 of John David Mann’s and my newest book, Go-Givers Sell More we write:
“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.
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I have often told sales people the critical thing people need in order to buy is emotional reassurance and objections are that request.
One sales person I worked with became top seller in his category (comptuers) in one week. The grin on his face was tremendous!
A job seeker I told this to went from frustrated to employed – because she learned how to handle the objection of “no degree”.
It’s great when you realize objections are one degree away from a closed sale.
Bob, another great post. Thanks for your leadership!
The tidbits you have provided here have me putting on my running shoes to go get the new book !
Love the ‘how to to handle the objections!’
Alan, Todd and Dianna, thank you so much for your kind feedback. Dianna, I hope you enjoy the book. Please let me know.
Great post, Bob! I just wanted to comment that even though you dislike the word “fans”, I’m proud to be labeled as such when it comes to you and the Go-Giver message 😉
Thank you, my sweet friend. I’m YOUR fan, as well!
Hi Bob
You hit it right on the head – Neil Rackham once said that the no. 1 reason why salespeople generally fail at trustworthiness is because they didn’t show enough concern for the customer’s welfare.
Chris
Thank you, Chris. Loved Neil’s book. Amazing!
“whatever their decision may be” – resonates the most with me. After years in retail and corporate training programs – this simple concept is often overlooked. When this one idea of acceptance despite the outcome is effectively communicated, people remember you and that you did not try to persuade them into anything. That is what is what is often heard as the referral, and more and more customers come back because of that realization of trust. They may not buy immediately or even at all, but they become as you say Bob, your ‘Walking ambassador’ and create a much larger positive circle of excellence. We have been taught to overcome objections and close the sale too much. Often the objection is the statement or ‘test’ for the desire of a trust relationship. The relationship is always the close – not the sale.
Leigh, my great friend, thank you for sharing. While I agree with what I believe is the overall message and principle of what are saying (that the highest goal is to do what is best for the customer which might very well be that they don’t buy), there are two points with which I might respectfully take issue.
1. Because they have an objection, doesn’t mean that should be the end of the discussion. The objection might simply be a lack of understanding of the true picture. That’s where a professional salesperson’s job is to help; in the clarification.
2. I don’t see “persuasion” as a negative thing. I see it’s opposite; “manipulation” as negative. Please click on the link to “persuade” in the ninth paragraph of the article and you’ll see what I mean.
I absolutely agree with what you wrote about not tying to “overcome” an objection. The reason is because, by the very definition of the word, “overcome” means we would have to “defeat” them. Of course, in sales, we don’t want to defeat the prospect, we want to help them.
Again, I thank you for sharing, and hope you don’t mind my stating some of my concerns along with my agreement.