Directory — Handling Objections

An OBJECTION is a reason the buyer gives for not buying, or not being ready to buy yet.

Common objections include:

• I can’t afford it.
• We’re not ready to go ahead yet.
• Let me think about it (the infinite delay).
• The color, size or some other feature appears to be a problem.

There are four basic types of objections…

• Some objections are simply requests for more information or clarification,
• Some objections are requests for delay, perhaps because the person has difficulty making decisions in general,
• Some objections (“Let me think about it”) are to overcome the embarrassment of saying NO to your face, while
• Some objections are legitimate obstacles that prevent a person from buying. (like selling a two-seater car to someone who needs to seat 4 people).

Although objections often feel like they are a reason the person cannot go ahead, often they are simply part of the person’s decision process, where they are weighing the purchase in their mind.

Therefore, the better you can address or help them overcome their main “objections,” the more sales you will generate.

Typically, there are six reasons someone will not buy from you.

They are…

• They don’t truly understand what you are offering.
• They don’t understand the value to them.
• They don’t believe you.
• They don’t believe THEY can do it (it may take too much effort or specialized knowledge, for example).
• They don’t want it now.
• They don’t believe they have the TIME required (if someone needs to take classes but cannot make the time to attend, for example).

Overcoming objections involves two steps. First, you must verify that this is the REAL objection, as the person may be embarrassed or unwilling to share their real issue. Then you can address it.

Understanding deep-seated emotional objections and concerns can be a crucial component of your selling process.

For example, over the years salespeople for IBM have been taught to tell corporate buyers of complex computer systems, “No one ever got fired for buying IBM.” This powerful statement reminded buyers of the emotional danger involved in making a bad decision — that buying a computer system that runs your entire company, could be dangerous if they choose the wrong supplier.

In another example, the supplier of high-end commercial photography, when told, “Your price is higher than that of competitors,” simply replies, “Why do you think THEIR price is so low?”  This type of skillful emotional response helps them close many sales, and at a higher price than competitors, because they understand that some emotional objections are best answered with an emotional response.

By understanding and knowing how to address the most common objections, it could help your income to skyrocket

Below are resources for improving your ability to identify and address common objections buyers may have to your product or service…

Training Programs and Articles

• Eliminate Buying Obstacles – Win Clients Easier by Removing the 6 Blocks that Stop People from Buying

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Available Resources and Done-For-You Services

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