Algorithm for working with objections: a unique technique.

Instantly changing the polarity of a conversation when you hear the word “no” from a potential buyer is aerobatics manager training. You should be happy about any objections from the client, because he didn’t hang up, which means you have a chance to interest him in your offer and make a deal. Fortunately, various ways of dealing with objections have been invented for this purpose.

Phase-outs
A professional approach to a potential buyer describes classical technique sales He will always have objections at any stage of communication, this is especially true in cold calls, when the interlocutors do not have visual contact. During one conversation, you can encounter all 3 types of objections at once.

1. Refusal to communicate.
“I can’t talk right now” is the most common phrase a cold calling manager hears at the beginning of a conversation. The salesperson must convince the client that this conversation is worth their time. You shouldn’t immediately burden the buyer with serious arguments.

2. Objections on the merits.
Usually the client has doubts during or immediately after the presentation. Try to convey to your interlocutor the benefits of the product/service. At this stage, you need to be able to separate true doubts from false ones; then we will consider in detail such rules for working with objections.

3. Objections to the decision.
“I need to think,” the client says at the end of the conversation and postpones the conclusion of the deal for an indefinite period. Behind such a refusal lies something important for him that you have not yet learned about. Help your interlocutor decide to buy so that he no longer has any reasons to refuse. Continue the conversation and get to the bottom of the client’s main unspoken objection.

Algorithm for dealing with customer objections
In the fight against objections, you can use a three-step conversation technique, which is based on the ability to competently build communication. To master it, you need to consistently perform one stage after another:

1. Acceptance of refusal.

Express understanding and agree with the interlocutor’s arguments - show that you respect his opinion, because almost all the client’s objections in sales consist of rational grains.

Phrases that will help you correctly enter into a dialogue-fight with objections over the phone:

-Yes, I understand your reaction

- I would think so too if I were you.

- It’s good that you talked about this

2. Accession and argumentation.

Add comprehensive information about your product to your agreement and offer the client a profitable option. Handling objections over the phone using compelling arguments will allow you to present the most strengths goods (services). But before presenting them, you need to understand its winning qualities yourself, and best of all, love the object you want to sell. Otherwise, there is no point in memorizing objections that occur in sales.

So, continue your speech with:

- That's why I suggest...

- Nevertheless…

- And at the same time...

3. Closing.

Avoid awkward pauses after presenting arguments in favor of your proposal. Close each objection with a question that pushes the person to agree with you and complete the transaction.

Let's look at typical customer objections and responses to them:

Example No. 1.

- I don't have time to talk.

- It's nice to communicate with business person. And at the same time, imagine how you could save time with our service/product. Let's see what exactly we can do to make your life more comfortable.

Example No. 2.

- I have no money.

- It’s good that you started talking about finances. We can offer you an exceptional situation - deferred payment. WITH good shops we are ready to discuss such issues, how do you look at this?

When dealing with client objections, it is important to be an attentive listener throughout the communication. Let your interlocutor speak out, don’t argue with him, don’t interrupt. Look for “clues” in his words that could help you understand the client’s needs and connect them with your product/service. In addition, by interrupting a person, you confuse the client’s thoughts and risk losing information that is valuable to you.

Reasons for objections in sales

In order to handle objections over the phone correctly, you need to understand the reason for their occurrence. It is important to identify the most significant doubts and then answer them, eliminating the buyer's cause for concern. Therefore, all methods of dealing with objections come down to one thing - recognizing true and false customer objections.

So, let's take a closer look at these types of objections in sales.

1. First of all, the client may be held back from making a purchase by reasons that are really important to him, i.e. true objections. They usually relate to product characteristics, cost, etc. To find out, ask your interlocutor clarifying questions:

- I understand correctly that you have doubts... (then list the dissatisfaction that the client voiced). If I offer you a discount, are you ready to purchase the product right now?

If you received an affirmative answer, then before you are objective, i.e. main objections in sales. In this case, help the client re-evaluate your offer.

2. The client uses false objections as an excuse. For example, “Thank you, I’ll think about it”, “Your competitors are cheaper” etc. There are many reasons: Bad mood, testing your competence, time out to think about the purchase.

Let's say the client, instead of directly saying: “Your product is of poor quality”, speaks of an already planned budget and the impossibility of making changes to it. If you take his objection at face value, you will not be able to sell the product.

Overcoming genuine objections leads to a deal. And overcoming false ones only leads to new doubts. Therefore, do not respond to unimportant refusals, otherwise you will waste your time. Instead, continue to get to the bottom of things and look for your customers' core objections.

Successful sales techniques
Working with objections is about quickly and accurately calculating the client's true doubts. There are many ways to tease apart the various customer objections in this context. Examples:

1. “The Lost Record.” When trying to find out what doubts are driving the client’s refusal to complete a transaction, correctly repeat the question: “What else?” Having honed these skills of working with objections, you will sooner or later get the true reasons for the refusal from the client.

2. Reformulation. Use your interlocutor's expressions. As a result, the manager and buyer begin to speak the same language. This brings them closer psychologically.

3. Assumption. Hypothetically, assume that the problem preventing the conclusion of the contract has been solved. Is the client ready to work then? If not, why not? This technical development of objections in sales allows you not to fight false reasons for refusal, but, ignoring them, to look for the true ones.

- We don't have the money to buy your machines.

- And if we resolve the payment issue, will you buy our product?

- I don’t mind, but what should we do with the goods we have?

4. Sincerity. Reveal all your cards to the client and tell them about possible difficulties. The buyer does not like to be ardently convinced of something and insisted on. But if you demonstrate sincere concern for his interests and needs, you can provoke the interlocutor to reciprocate and hear true objections over the phone.

- I need to think, I'm not sure if this is the best offer.

- You are right, you openly express your doubts, and I will also be frank. According to internal regulations, I am allowed to make only a 3% discount. But for individual clients I can give 5%.

There are different types of objections in sales and there are actually many of them. The most important thing is to identify the client’s need in time and quickly find a solution for it, or better yet several (so that there is plenty to choose from). Then there will be much fewer objections, and maybe there will be none at all.

Dealing with objections

Handling objections: examples of typical customer objections and responses to them

It is very important for a salesperson to learn how to work with objections - familiar words, right?

In fact, there is nothing complicated in this work; it does not require any sacred knowledge. The main thing is to see the real reason objections, respond to them correctly and have all the information about your products and services. Let's practice right now...

Some sellers see a negative in any objection and put an end to the “unpromising” client or begin to prove to him that he is wrong. In such a situation, the purchase will definitely not happen, and this will happen through the fault of the seller himself. An objection should be treated as an unconscious human need to receive additional information.

Helping the client realize his need and satisfy it - this is what competent work with objections consists of in most cases. To make it easier for you to develop your own strategy for persuading clients, we will give examples of the most typical objections in the trade and service industries and options for “processing” them.

"I will think…"

Option 1: “That’s right, this is a serious purchase, it’s worth thinking about everything. Let me tell you some more details so that you have full information about the product. You know, last year this brand became the most popular among..."

Option 2: Ask the person a counter question: “Above what?” Next, if the person is stuck, then we go through: Do you have doubts about the product? Maybe I'm annoying you? Maybe it's a question of money? Most likely, he liked the product and it is quite possible at this moment to offer him a profitable offer - a discount, bonus, etc.

Option 3: “Of course, think about it. Maybe we can think about it together now? The fact is that we only have two pairs of shoes left from this collection (optionally: the discount period is ending), and I’m worried that you may not have time...”

"It's expensive"

Option 1: “You are right, the cost cannot be called low. Is it expensive compared to something specific? Is a similar model cheaper in another store? I understand what you mean: the model is really similar, only it is from a different manufacturer...” (then the advantages of the manufacturer are listed).

Option 2: “Yes, quite expensive. Tell me, if the suit were cheaper, say, five percent, would you buy it? Well, great, then we can solve this problem as follows...” (the buyer is offered a discount or a similar product at a lower price).

"I'm not interested"

Option 1: “I see. Can you find out why? It’s just that you are dressed so stylishly that it seemed to me that you are interested in fashionable new items. You know, Vogue recently had an article about this collection, and many of our customers can’t wait for it for several weeks now...”

Option 2: “Okay. May I ask why? The opinion of customers is very important to us; the assortment is formed taking it into account. So you think it's too unusual? You know, we have a classic model of the same length...”

“We didn’t manage to come to an agreement, but at least we shouted to our heart’s content.” Yuri Tatarkin.

Customer objections are something that is really difficult to “fight”

- this is something that managers and sellers are very afraid of during the negotiation and sales process.

- this is something that always arouses keen interest. Moreover, when collecting expectations, this topic often sounds like “fighting objections”, “overcoming objections”, or “how to break the client’s objections”, “how to prove to the client that he is wrong”, etc.

I believe that there is no need to fight objections. It's better to warn them. Prevention - the best remedy from the appearance of objections. Remember, when a flu epidemic approaches, what do we all do together? That's right, we start drinking tea with lemon heavily, taking vitamin C, i.e. We are trying to improve our immunity in various ways. And as a result of all our actions, the likelihood of contracting the flu is noticeably reduced.

So, imagine that customer objections are something you don’t have to deal with. They just need to be warned. And instead of tea with lemon, we should have prepared questions with which we can best identify the client's needs. Questions are your salvation. And then, believe me, there will definitely be fewer objections. Just don't think that there won't be any. In this case, it is no longer a sale, but a sales.

Schemes for dealing with customer objections

If someone has forgotten or does not yet know the scheme for working with customer objections, then briefly it should be like this:

1.Listen to the objection to the end. Let the person talk and waste energy. It is important for every client to be heard. Moreover, if he tells you about his dissatisfaction, he is still ready to cooperate. Otherwise, he would have silently left, drawing his conclusions.

2. Agree with a person's right to have their own opinion. And don’t forget to “join” this opinion. Just a little differently than the client expresses it. If a client tells you it's expensive, tell him he's right. And you agree that the issue of price (including for you) is important when choosing a product/service. And this is where the benefits of your product come first.

3. Ask a series of clarifying questions to find and understand the source of the objection. “What do you mean when you say...”, “What exactly do you mean by...” I.e. It should be absolutely clear that you and the client mean the same thing. And talk about the same things, not different ones.

4. Answer objections competently and professionally. Work with the client's inner beliefs. Try to get the client to talk. Ask positive questions. Address the future, the pleasure that the client will have as a result of your communication. Let the client know that you are at the same time with him, that you are on his side.

5. Find a solution that satisfies both of you. Reinforce your intention to satisfy the client with specific agreements. Thank you for your cooperation and part ways good mood. Notice that your mood has also improved.

It is important not to forget the following rules under any circumstances. Whatever emotions you experience while communicating with a client, honor them.

Rule 1. Never argue with a client. Adapt and have a dialogue.

Rule 2. Never attack a client. Every person has the right to his own opinion.

Rule 3. Try to make the person offer options and respond to his own objections.

Rule 4. In any communication with the client, make sure that he leaves you in better mood than came to you.

Don’t forget about yourself in this exciting process. What emotions you experience will depend, among other things, on your knowledge and ability to understand and desire to negotiate with your best client in the world.

And now for those who are looking for the best secrets from the best masters in sales - a magnificent master class by Dmitry Nork! In 2012, his advice in dealing with customer objections will definitely come in handy.

Let's look at the main types and techniques of dealing with objections. Each of them is based on a specific psychological law or pattern of behavior. But they are all united by one goal: to get to the real evaluation criteria and help the client re-evaluate your offer, convincing it that it best suits his needs.

The basic rule for dealing with objections is serious attitude to any objection, regardless of its wording or content. When you receive an objection, take a break. Try to understand the true motives for such an answer, think possible options and begin to gradually express your point of view.

How to deal with objections correctly

1. Reframing technique

It consists of using elements of the interlocutor’s expressions and questions in the seller’s speech. As a result, the seller and buyer begin to speak the same language, about the same things.

Frequently when used simple words During a conversation, the interlocutors put into their words different meaning. This is why people often find it difficult to agree. In order to overcome various ambiguities and ambiguities, the technique of reformulation is used.

Client. We have complex production technology. Retraining of salespeople and replacement technological processes come at great cost to us.

Salesman. Yes, given your complex process and high costs of change, you need to be careful when changing technologies, which is why our specialists carefully study the activities of our clients before implementation in order to minimize the risks of implementation.

This technique also works great when reformulating questions in conjunction with another, very effective technology counter questions.

Client. What happens if your cars break down in a remote area? What about repairs?

Salesman. That is, you want to know how we will carry out warranty repairs if our cars break down somewhere on the site?

In this dialogue, the seller somewhat sharpens the question in his direction, while almost completely using the client’s expression. For the client, this will be an additional indicator that he is understood and that the issue being discussed is exactly what he has in mind.

2. Guessing technique

You are making a hypothetical assumption that the problem preventing the contract has been resolved. Is the client ready to work then? If not, why not? And so with every objection raised. This technique allows you not to fight false objections, but, ignoring them, to move on to the next level of objections.

Client. We don't have the money to buy your machines.

Salesman. And if we resolve the payment issue and you have money, will you buy our equipment?

Client. Yes, I would love to, but where will I put the old machines?

From the above dialogue, we can conclude that lack of money is not the main reason for refusing a deal, and now you can move on to the next level of objections, which may not be the main one either.

3. “Anything else?” technique

This technique is even simpler and safer than the previous one, and helps to find out the true cause of the failure. It requires the seller to be able to pull out the client’s objections, without even considering them, one after another.

Salesman. We have offset schemes where we take your old equipment and take its value into account when paying for the transaction. If we have solved this problem, is there anything else that could interfere with our cooperation?

Client. Yes, it will be necessary to renovate the entire workshop? The costs are too high.

Salesman. Is there anything else?

Client. Well, of course, all workers will have to be retrained!

Salesman. This is all? Or do you see any other difficulties?

The salesperson draws out the client's objections without even trying to process them. This will allow the seller to later, having identified the most important objection, start with it.

This approach gives the seller freedom of maneuver: he can already choose which objection is more convenient for him to start with. After most of the objections have been brought to the surface, the initiative is in the hands of the seller.

4. Naivety technique

The technique involves treating every objection as sincere. It is applied as follows: by pretending that you believe the client's objection, you begin to solve this problem with enthusiasm, offering the client ways to overcome it. In response, he tells you something new, and so on until the real objection.

The technique is very labor-intensive and dangerous from a reputational point of view: if you accept every objection as sincere, you may seem unprofessional. But the time the client spends answering can be used for further persuasion.

Client. We have absolutely no shelf space to stock your products.

Salesman. Yes, you have many suppliers, I hear about this often. We can calculate your shelf, help you create a layout planogram and expand your usable space.

Client. You know, we only have one loader, he won’t have time to unload the cars if we also work with you.

Salesman. Yes, I understand you, we can put a special worker in the car for you who will help your loader.

Despite all the obvious far-fetchedness of the above problems, the seller solved them as relevant. Most likely, after a long investigation with such “dummies” he will come to the real reasons, but this will take a certain amount of time.

5. Sincerity technique

You “open up” to the client, showing all your trump cards and all the upcoming difficulties. Thus, you provoke him to reciprocate, trying to get a true objection in order to start working with him. This technique is based on trust, demonstrating sincerity and concern for the interests and needs of the client.

Most sellers, trying to get an order at any cost, bombard the client with a stream of arguments, trying to force him to admit the need for a purchase. But remember: when you are passionately convinced of something and at the same time insist that it is incredibly useful for you, how often do you immediately take out the money and give it to the speaker?

And how often, the more they begin to convince you, the more you begin to doubt the feasibility of the purchase? Therefore, with every sale, the client suspects the seller of self-interest and perceives all his arguments through the prism of distrust. The technique of sincerity allows you to partially remove the suspicion of self-interest from the seller.

Client. I need to think about it, I'm not sure this is the best offer.

Salesman. You know, you are right, you openly express your doubts, and I will also be frank with you. According to internal regulations, I am allowed to make only a 3% discount. But for certain types of clients I can give the full 5%. More discount I can't give. But this is commercial information, now you know everything and can make a decision. I don't want to hide anything from you, so you can ask any questions.

By “opening up” in this way, the seller shows that he is frank, and this approach pushes the client to respond with reflexive sincerity. By using this technique, the client can tell what is really causing his refusal. And this is exactly what the seller needs to remove the causes of the client’s anxiety.

6. Technique for focusing on the positive aspects of cooperation

If you have been working with a client for some time, then you need to find the moments that gave him pleasure while working with you. For example, prizes, discounts, congratulations, etc. And in case of refusal, you try to shift his emotional consciousness to a pleasant memory of cooperation with your company.

Salesman. Do you remember how good it was for you when you received a ticket from us as a gift?

Client.Yes, of course I remember, you would do this more often!

Salesman. We are currently developing new system development of our best clients and would like to get your advice on what would be of interest to you.

Client. Yes, it’s interesting to work with you, something new often appears.

When using this technique, the main thing is to make the client relive those sensations and want to experience them again, perhaps in the future. Regular use of this technique allows you to reinforce the feeling among your partners: it’s good with you, but it’s not interesting without you.

Reverse use is relocation emotional state the interlocutor into the zone of negative emotions when he worked with your competitor and had troubles. This approach (good with me, bad without me) is the basic principle of building customer loyalty.

7. Pseudoanalysis technique

On a piece of paper, make a complete breakdown of the disadvantages and advantages of your proposal in two columns. And then, by removing the disadvantages that the client does not like, you also remove the advantages, since everything costs something.Moreover, you must first remove the advantages that are significant for the client and the disadvantages that are not significant.

Continue in this way until the client agrees or refuses. This technique shows the customer the value of each item in your offer and asks them to make a choice between price and value.

Client. This is very expensive; you can buy a car of this class much cheaper on the market.

Salesman. Of course, no matter what low price no matter what we give, there will always be someone who is ready to sell cheaper. Let's see what we can do with the price. Here you can see the equipment without airbags, without power steering, without a spare wheel. Now we get the price you were talking about.

Client.But why do I need such a car? And if you leave the power steering, how much will the car cost?

In this case, we remove significant factors while adding non-significant advantages. As in the above example, a person will save not so much relative to a car a large amount, but will lose comfort for the entire period of using the car.

When using this technique, it is important to be sincere; there is no need to be cunning: this will be immediately noticed by the client and interpreted not in your favor. It’s clear that you don’t need to play to your advantage either. Using this technique, it is important, when preparing for negotiations, which a good seller does all the time, to break down your proposal, if possible, into smaller components, so that you can later assemble them into as many options as possible.

This is necessary so that even before negotiations you have an overview of the possible combinations that you can offer the client. With this overview, you can right moment form the desired combination of sentences.

8. Technique of counter questions and fixation

This technique is that you answer all the client’s questions with questions: “What discount can you give?” - “How many will suit you?”, while all questions and answers that have at least some significance are immediately recorded in two columns. As a result, you will get a summary of the conversation with all the client’s objections and his answers to them. And all you have to do is sum it up.

This technique is also called the “hedgehog technique”. Its goal is to ask a counter question without answering a question. This allows you not to enter into a debate with the client, but to continue to identify the reasons that are interfering with the transaction. And also connect the client’s intelligence to work with his own objections. A counter question can completely neutralize your opponent’s question and, moreover, provoke him to give you additional information.

Client. Why don't you deliver the goods to us? Everything on the market is already delivered.

Salesman. Please tell me what is more important to you: delivery or price?

Client. Well, price is of course more important, but you might as well deliver.

Salesman. Do you have the ability to unload trains exactly on time?

Client. No, we do not unload wagons.

Salesman. And if your equipment gets damaged on the road, how much time will you have to spend on readjustment? How much will this cost your company?

In this example, the seller did not answer any of the client’s objections, asking counter questions, answering which the client convinced himself, even without even expressing his convictions out loud. The seller only suggested these thoughts to the client.

This technique allows you to maintain control over the course of negotiations in almost any situation, because you don’t have to give an answer to the most difficult question that could actually ruin the deal, but by asking a counter question, you can get time for reflection and additional information that may help give a more effective answer.

Using this technique of counter-questions, you should not get carried away by answering every question with a counter-question; if you lose your sense of proportion, there is a risk of irritating the client and ruining the relationship. Like any technique, this one requires moderation and timely use. published

All that managers need to learn while working with a client is to master the techniques described below, see his real doubts or fears behind the “hidden” objections and work with

Dealing with objections: 5 steps

1. Listen to the client

This is one of the most important stages. Unfortunately, this does not always happen. After 4-5 objections, a manager, even an experienced one, may not have enough patience.

However, don't play psychic. Listen to the end of how the client objects and what he says. You don't fully know what will trigger your successful trade.

Sales practice also knows many cases when a purchase was made simply at the stage of sympathetic active listening to his troubles and pains on the part of the seller.

2. Understand the client

The process of “understanding” a client does not at all imply that you agree with him. It is extremely important, before starting to work with an objection, to say the phrase: “I understand you.” These words have the power to endear oneself to a person for several reasons.

This phrase is heard quite rarely in life.
Few people actually strive to understand the buyer
In everyday communication, understanding and agreement are not the most common things

Therefore, the manager’s words “I understand” are almost 100% likely to break the usual pattern. However, in order not to run into the answer “Yes, you understand,” immediately smoothly move on to the next stage.

3. Join a client

At the “onboarding” stage, work to ensure that the client gains confidence in you. It is necessary to explain to the buyer what exactly the seller “understands”. As a result, you gain credibility and a chance to sell. Let's give an example.

- Your prices are too high.

- I understand you. You need to find the best value for money.

— Your product quality is low.

- I understand you. It is important for you to figure out which model will be most suitable in your specific situation. Let's figure it out.

4. Give a counterargument

From this stage, verbal work with clients begins using logical methods.

- Your price is high.

— Yes, our price is not the lowest on the market. However, taking into account our extended warranty period, you will end up saving. And if you buy a cheaper model, then there is every chance that it will fail when the warranty period for it has already expired. Tell me, do you need to save now or should you save within three years? If within three years, then our price is much lower than that of any of our competitors.

5. Clarify if there are any questions left

After working with objections, you should ask: “Do you still have questions?” If the problem is not resolved, start from the second stage.

- No, it’s still important for me to save now.

- I understand you. Maybe the price is quite high for you now. I understand correctly that we need to find some more suitable solution or payment format. In principle, we have the option of installments. Then now you will contribute only a small part, for example, 100 thousand. And then pay an additional 900 thousand. In any case, this is more profitable if it is important for you not to spend a lot of money now. In another company you will have to immediately shell out 700 thousand. Yes, in the long run you will pay a little more, but now you will save a lot. Do you have any questions? Or can we discuss installment terms?

These stages must be completed several times. Minimum three. On the other hand, there is no need to go for a record of 10-20 times.

Dealing with objections: deal with hidden objections

The objections themselves can be hidden and vary depending on the industry. However, there are typical ones, especially characteristic of:

"Expensive"
"I will think"
“I’ll call you back myself”

Clients do not always openly express their doubts and may “hide” the real reasons for refusal under these phrases. The task is to identify them and help the buyer make the right decision for himself.

So, when a person says “expensive”, it can mean:

"give me a discount"
"make it cheaper"
“Competitors are cheaper.”

If you are asked for time to think, start “thinking” immediately with the client, because in reality you are being told:

"not now",
"I will think",
"put it aside"
"I need some advice"
"give me a reprieve"
"I will consult"
"Let's do it next week."

When you hear the words “I’ll call you back myself,” this is the result of some mistake in the early stages of working with a client. Perhaps the manager simply could not gain the client’s trust.

But even in this case, you need to get a specific date from the buyer when he plans to call back/make an appointment/give a response. If the client continues to pull the rubber, then you can apply a little pressure.

A phrase that a manager can use: “Please understand, I don’t want to be intrusive, but our offer is valid until the xx date.”

Tactic #1: Gratitude

Say “thank you.” Always thank your counterparty when he makes his case. Do this because “thank you” is the link between resistance and closing the deal.

It is important to remember that an objection is always better than a firm “no”. After all, this is where you can start new circle sales

There are a million examples where a friendly “thank you” dispelled a customer’s anger and frustration. And having received such positive feedback, he could feel happy again, and therefore ready to buy.

Tactic #2: Empathy

Dealing with objections with empathy is not an easy task. This feeling is conveyed at the level of tone and sympathetic reaction. Empathy gives the client a sense of the importance of their problems and takes the conversation to a new, more personal level of communication.

Confirm that you are aware of his problems (and you are, because you hear this twenty times a day). For example: “I hear about this often. And this is really very sad. That's why I'm talking to you. I'm sure we can help."

Tactic #3: Disclosure

In handling objections, disclosing the prospect involves the salesperson creating space for that disclosure. That is, it kind of “removes” itself and raises the client’s problems to a high level.

Verbally, this process is expressed in the fact that a person is asked open-ended questions that do not require “yes” or “no” answers.

It's not as simple as it seems. And if you feel like you’re starting to lose track, you can act like a four-year-old and say, “Why?”

Tactic #4: Ask, Clarify, Summarize

Dealing with objections involves asking a lot of open questions to the buyer. Experts estimate that approximately 4-5 “multi-layered” queries are required to understand the essence of the objection. That's why:

keep asking open-ended questions;
clarify, only tactfully and intelligently, with the person if he begins to spout professionalism;
Once you have grasped the essence, summarize what was said.

Tactic #5: Show Them the Benefit

This tactic is also used when working with objections to the current database. As a result of the “disclosure” tactic, the seller receives information about the counterparty and his “pain”.

Once the pain has been identified, it needs to be translated into numbers. This works especially well in the B2B segment. What exactly does a potential buyer lose by not purchasing the product offered?

Loss of profit
Wasting time
Loss of pleasure
Loss of health
Customer dissatisfaction
Staff turnover

When “pain” is defined correctly, it can be intensified and logically multiplied, drawing pictures of unpleasant consequences for him in a person’s head. And as a pain reliever, offer your product, which will solve the client’s problems.

If the buyer continues to object, then the pain has been identified incorrectly and will have to continue asking questions.

Sales Objections: Be Proactive

The main thing that an employee must understand about sales is that working with objections is a natural part of the process. And if he has reached this stage, then there is a considerable chance of closing the deal.

Therefore, objections cannot be answered in a reactive manner. That is, without proper preparation. Working with objections involves typing them into categories and preparing a response. This is called a proactive position.

You can even categorize all objections into already understandable categories.

Budget – a reference to lack of funding,
Management - reference to the need for approval,
Time is a reference to its absence,
There is no need - the SPIN technique is needed here.

The most important thing that the seller must achieve is to convince the potential counterparty that he cannot and should not deny himself the benefits/savings/enjoyment of living without the product being offered.

CPV language (characteristics - advantages - benefits). This is the language of the buyer. He doesn't need product characteristics. He is not even interested in its abstract advantages. The client wants to understand what benefits the purchase promises him and what problems it will solve.

It is very important to be “involved” in reality when dealing with objections. It will not be possible to work through this stage automatically. It always involves well-played or real feelings, supported by effective scripts.

Do not forget that working with objections should be done in practice, and not studied in theory. Managers must thoroughly know all possible answer options and confidently apply them in their work.