Dealing with objections in sales: examples. Classic Objections from Difficult Customers Stages of Dealing with Objections

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Dealing with objections involves identifying the subject's position on your proposal and overcoming disagreement if it arises. This is the core task and the most important goal of the dispute management process. Disagreement management techniques involve translating negative statements, negative judgments into a positive direction, and feelings into an active approach.

Dealing with objections reveals two sides of sales. The first side indicates that the potential consumer is interested in the proposed product, service or offer. The second - demonstrates that the presence of many questions and disagreements is the result of poor preparation of the sales agent. Objections are the result of blunders in calculations, erroneous judgments at the stage of disclosure of needs and presentation.

Dealing with customer objections

There are 5 basic steps in working with objections: listening, accepting, checking, concretizing, arguing.

First of all, the client should be listened to carefully. During his monologue, try not to interrupt, as a salesman who interrupts a client will only cause antipathy and rejection.

The next step is to accept the objection. You need to understand that acceptance does not mean consent. After all, objectively, such a situation, which the client describes, can happen. There are several general statements for acceptance, such as “this issue is really important”, “we can discuss this in more detail”, “it is very important for me to understand your position, as a result of which you have it”, etc.

The third step is to understand what the client's objection really is - an excuse or disagreement. Maybe this is not a disagreement at all, but only a desire to get rid of an obsessive seller. Two methods have been developed to determine this. First - ask the consumer a question that will allow you to determine whether his objection is the only reason why he does not want to purchase the product, or not. The second is sincerity. We can say that other consumers also said this, but they refused to purchase products for a completely different reason. Maybe your client refuses due to a different motivation.

The fourth stage contains clarifications and concretization. At this stage, clarifying or leading questions should be asked. If this stage is correctly implemented, then the work with objections can be overcome. Try asking the consumer a few follow-up questions to help refine the objection. By clarifying, you understand the essence of the consumer's considerations, which leads to a better orientation in his needs. As a result of proper implementation this stage, a true objection may emerge from a false objection. Another positive acquisition of this stage can be a change in the consumer's attitude towards you. If you demonstrate your professionalism to him, then the client will take you more seriously, which will make him more interested in the product you offer.

The fifth stage is the final one. It involves bringing the necessary counterarguments on your part. Any arguments must be positive, and the facts that you bring must be verified and reliable.

In addition to the basic steps, there are also typical mistakes in working with objections. And the first such mistake is entering into a dispute with the client. If you want to become a successful sales manager, you must remember one indisputable axiom: arguing with a client is a futile exercise. By arguing, you will only achieve the opposite results. It will force the potential client into a tougher position from which it will be quite difficult for you to move him.

Leaving the situation is also a typical mistake of sellers. Often managers think that since arguing with a potential consumer is useless, it is better to wait until he makes his own decision, and until then do not interfere. Therefore, having noticed hesitation and doubt in the intonations of the client, they immediately stop any activity. The client, on the other hand, perceives such silence as the inability to add anything more positive about the product. As a result, his doubts only increase, and the client seeks to leave as soon as possible in order to isolate himself from the unpleasant sensation that has arisen.

Justification is another typical mistake non-professional managers. Justification is the lot of people who are not very sure of their professional qualities or offered products. Justified notes and indecision of sellers significantly reduce the quality and value of products in the eyes of the client. He begins to think that the product is not all right.

The lack of analysis of their behavior after the end of the situation is also a mistake of unsuccessful managers. Many trainings, techniques and rules have been developed to deal with disagreements in sales.

Dealing with Objections SPIN training is the most effective in sales today. Along with this, it is considered rather difficult to master, but it has the greatest power of persuasion compared to other techniques. This training was developed by N. Rekhamov in the second half of the 20th century. It is based on the existence of a qualitative difference in the technological processes of selling cheap goods and products, for the purchase of which a potential consumer needs more time and responsibility to make a positive decision.

Working with objections training according to the Rackham method. Its main idea is the ability of a sales manager to work with 4 types of questions:

• situational questions in sales, which help to establish contact with a potential client, make it possible to determine the individual characteristics of the business of each consumer;

• issues of a problematic nature in sales, which allow the consumer to focus on aspects that cause the development of his business;

• retrieval questions in sales, which indicate potential solutions and perceived benefits from the purchase of products;

• questions of a guiding nature in sales that form in the mind of the consumer the value of possible benefits and stimulate independent acceptance of a positive result.

Dealing with objections in sales

Even if you tried and established a good psychological contact with the consumer, learned all about his needs, the client may still have objections that need to be worked on.

Why does the consumer object? Maybe he is in a bad mood or he just wants to bargain, maybe he is not satisfied with the offered goods? There are many reasons, and in order to defeat or overcome them, you need to work with the objections of the sales representative. The client and the manager always have different sides of objections. Therefore, you should not impose your point of view on the position of the client. You should also not speed up and respond to disagreements mechanically, otherwise the client will experience pressure and simply leave.

Dealing with objections in sales should be done with smiles, positive emotions, jokes, compliments, using minor waste aside.

Dealing with sales rep objections has seven rules.

♦ The first rule involves seeing yourself and the consumer as partners, not adversaries. Every sales representative subconsciously understands that the consumer should be treated as an accomplice trading process, communicate with him on an equal footing and move towards the implementation of common interests. However, often, when it comes to practice, there is a completely opposite situation in which the seller perceives the buyer as almost a personal enemy. Managers offer products, the client resists, resulting in sales representatives entering into an unequal struggle in which the client always wins. In such a situation, the seller will take any objections from the customer as military action, and for the purpose of defense will strike back, which is the fight against objections. Such tactics will never bring the desired result. Therefore, customer objections should be treated with joy and appreciation. After all, it is very good when a client openly shares his uncertainty and doubts with a sales representative.

♦ The second rule is to have good emotional contact with the potential buyer. The importance of emotional contact in the field of trade is difficult to overestimate. It is a kind of foundation on which to build cooperation with the client. Therefore, the more reliable the foundation, the more fruitful the cooperation will be. Establishing emotional contact is necessary in order for a potential consumer to begin to trust you, as a result of which there may be no objections. If there are objections, then the presence of deep emotional contact allows you to make your arguments more convincing and weighty in the eyes of the client.

♦ The third rule suggests that the sales representative must collect as much data as possible about the needs of the potential buyer. Attentive attention to the needs of consumers will allow you to offer the product exactly as it is necessary for this consumer. The more accurately your product presentation will fall under the expectations of a potential client, the less objections he will have.

♦ The fourth rule is to clarify the meaning of the objection. Often sales reps, upon hearing an objection, immediately begin to respond to it. As a result, the response is inadequate with a specific objection, and the relationship with the buyer can only become more complicated. A competent manager, having heard an objection, will not hesitate to ask the client why he thinks so.

♦ The fifth rule lies in the search for the "pitfall". It is necessary to distinguish between excuses (“pitfalls”), behind which true motives are hidden, and real objections. Therefore, in order not to miss hidden information, you need to ask leading questions. For example, "is this the only reason that slows you down in making a decision, or is there something else."

♦ Remember that it is forbidden to enter into a dispute with the buyer, and therefore you should develop the thought expressed by him in the direction you need. As soon as the sales representative begins to challenge the statement made by the client, he is convinced of the fidelity of his position, from which it will be difficult to move him in the future. That is precisely why you should always agree with a certain semantic part of the objection, and then develop the thought from it in the direction you need.

♦ Try to be persuasive. It is persuasion that is the main task of the seventh rule. To do this, you should use common elements of persuasion, such as: “according to statistics ...”, “according to marketing research…" etc. And also use all kinds of metaphors, quotes, sayings and proverbs in your speech. A well-chosen metaphor can help the consumer agree with your argument and reduce the risk of counterarguments to almost zero.

Proverbs and sayings are a special tool for handling objections. After all, potential consumers have no reason to trust your personal judgments and conclusions. However, after the recitation of folk wisdom, it will become completely impossible to argue with you. Since now your position is based on the centuries-old wisdom of various nationalities. It is possible to refute the information conveyed by a proverb only by reciting another proverb.

Friendliness and a smile given to customers, a desire to delve deeper into their problems, needs, and an attitude towards partnership during negotiations are considered the best tools in order for the consumer to choose you and the company you represent from the whole set of similar offers.

Algorithm for dealing with objections

Sales techniques and objection handling are needed in order to know and understand the algorithm for working with a client when he has objections. The objection management algorithm contains four steps. The first step is to allow the individual to speak. The second step is psychological familiarization with objections. The third step is a specific answer or clarifying questions. The fourth is a call to action.

Giving the opportunity to speak out leads to the fact that a person simply speaks out, thereby “letting off steam” and calming down. As a result, it will be easier to work with him in the future. In addition, giving the opportunity to speak will allow you to hear all the values, needs and other information you need. It is important to listen very carefully so as not to miss important information.

Psychological familiarization with objections allows the consumer to think the way he wants. With this behavior, you show the client that his point of view has the right to exist. In addition, you show him that you understand him. That is, you put yourself in a position of cooperation in relation to the consumer, and not confrontation. This can be achieved through consensus.

Clarifying questions and specific answers allow either to clarify the essence of the objection, or to give him exhaustive information. A call to action aims to offer the consumer a win-win option. It is not necessary to use all of the above steps when selling.

This algorithm helps to choose the correct and efficient way to manage objections and work with potential clients. You should act according to the requirements of a particular situation. You can also use tools such as a pause or a compliment. Although they are rarely used.

The only step in the algorithm that must be used in any situation is psychological attachment. If you wish to receive best result his work, then you should master the technique of joining masterfully. It is not enough to know all the listed steps of the algorithm, you need to apply them in your work and then the result will be noticeable immediately.

Objection handling technique

An effective sales technique and dealing with objections is to follow certain simple tips. The first tip is to love objections and rejoice in them. After all, by objecting, the consumer demonstrates his interest, which is manifested through disagreements that arise in the process of presentation by the product manager of the company's services. It must be understood that an objection is not a question requiring an answer. This is just a statement of a potential consumer, which can be quite generalized, and therefore the seller can offer what is convenient for him.

Tip two - there are always additional data in disagreements.

Tip three - expect consent, since the subconscious expectation of refusal multiplies its likelihood at times.

Tip Four - Through customer objections, the sales rep learns what needs to be changed in their work. Customer objections are a kind of feedback that signals you about the changes that it's time to make in your work.

Tip five - faith in luck and victory can never replace specific methods of working with objections. After all, what are objections? An objection is a reasonable rejection (negation) of a proposal or statement. Those. this is a statement that expresses a disagreement (difference in opinion) in something or with someone, a refutation of someone's position or judgment. With the help of objections, you can build an active conversation that has similar goals, and people are interested in acquiring information.

The most important thing when dealing with client objections is understanding that you are the professional with the edge. Objection management helps the rep break away from traditional sales approaches by finding innovative solutions.

For successful work in sales, you can use the most well-known methods of working with objections, such as the three "yes" method or the "COOR" method.

The three yes method has been known since the time of Socrates and has been successfully used for more than 2000 years. The essence of this technique is that if the seller wants to get a positive result or answer, then the thesis follows, with the necessary information put in third place. Before the desired statement, you need to ask the client two simple and short questions, to which he can easily give a positive answer.

The method of "UKOR" is the ability to listen to the consumer to the end. The letter "y" means clarification, i.e. revealing the hidden reason for the objection. The letter "k" means a compliment to the objection and demonstrates understanding of the client's problem, compassion for the problem that worries the client. By complimenting a customer objection, you seem to demonstrate to the buyer that you are on his side. The letter "o" means working off, i.e. argumentation, and consists in responding to the consumer, only after clarifying the objection and uttering a compliment. The letter "r" means the result, i.e. obtaining confirmation from the consumer in his readiness to make a choice and make a purchase.

Dealing with objections over the phone

Cold calling work with objections has a number of features that are very important to consider. Telephone communication has certain advantages. It does not require traveling, which saves time, money and labor resources. The transfer of information over the phone is much faster than, for example, in correspondence. In a telephone conversation, you know for sure that the potential client received your information, when he received it and how he reacted to it. This distinguishes telephone calls from correspondence. In addition, when communicating by telephone, you can immediately ask clarifying questions or eliminate possible misunderstandings. A potential client perceives a telephone conversation as less binding than a face-to-face conversation, so they feel less pressure. This method of disseminating information, services and products of the company is even more convenient because it does not require business attire and proper appearance. You can use the so-called "cheat sheets" when conveying information to the client.

However, in addition to a number of advantages, telephone conversations also have their own negative sides. A potential client may perceive the call as a hindrance, as he will be forced to break away from work. Sales Representative unable to control the situation in cases where the interlocutor is distracted by some external circumstances, for example, people entering or interrupted work. During a telephone conversation, it is much easier for the client to refuse the manager, come up with various excuses and interrupt the conversation. You must understand that at any moment of the conversation, the client can end the conversation and hang up.

An important negative side of telephone conversations is the impossibility of analyzing body language, facial expressions. When conveying information to a client by phone, you can follow the reaction of the interlocutor only by his intonation. It is impossible to back up words with visual materials, prospectuses, charts, presentations, demonstrations. In telephone conversations, the possibility of misinterpretation of information is much higher than in a personal meeting.

Cold calling work with objections consists in the diligent working out of each such objection of the client. And after working out, you should immediately proceed to the closure. However, it is necessary to work only with informative failures. It is useless to try to work out categorical refusals if the client hangs up immediately after the call and without explanation.

It must be remembered that during telephone conversations, 80% of the time should be your speech and only 20% - the speech of the client. Important in the success of telephone conversations is the ability to conduct an active dialogue. This implies that it is the consultant who should set the tone for the conversation, lead it and direct it in the right direction. Also important in the conversation is the politeness, good manners, competent speech of the consultant. It must be remembered that you personify the company, and the impression of the client about the company as a whole depends on what impression you get.

Telephone conversations also involve certain stages of working with objections.

• At the first stage, you need to interest and capture the attention of a potential client immediately with the help of a bright accent in the speech, something unusual that can instantly hook the interlocutor.

• At the second stage, you should find out the needs of a potential client, and not immediately rush into battle with the offers of your company.

• At the third stage, you need to smoothly move on to what you want to offer.

• The fourth step is to deal with objections. Since after your trade offer, the client will either categorically refuse (and there’s nothing you can do, you need to put up with it), or start objecting and asking specific questions. At this stage, you can use the technique of adjustment. It consists in the use of voice and its intonation modulations in the course of a telephone conversation.

Stages of dealing with objections and their successful implementation depends on how well, competently and competently the sales agent prepared for the conversation.

The purpose of the call is to profitably sell the company's products. And you need to remember this when you make a call.

Dealing with objections examples

Competent management of objections and work with them consists, in most cases, in qualified assistance to clients to recognize their own needs and satisfy them. So, for example, dealing with objections in a bank most often lies in overcoming client fears that they fall into bondage, as well as helping them choose the service that they really need.

A common phrase that potential buyers use as an objection is the statement "I'll think ...". There are several ways to overcome this objection. The first is to take the client's position and to express understanding. You can answer: "The right decision, you are going to make a serious acquisition, so you need time to think everything over." The second option is to concretize and clarify the position of the consumer. Here you can ask the question: "Over what?". If the individual does not know what to answer this question, then he should be asked about the proposed product. For example, "do you doubt the quality of the product?". The third option is to take a position and explain: “Of course, think about it. We can think together now, because today is the last day of discounts. If you still decide to purchase these products later, it will cost you more.”

The next typical objection phrase is "it's expensive." You can agree with the client that the product is really expensive and clarify in comparison with which products the cost is expensive. Maybe the client saw a similar model in another store, but cheaper. We need to find out what this statement means. You can also agree that the product is really expensive and clarify that if it costs 5% less, the client will buy it? In case of a positive answer, the client purchases products cheaper. However, this option is not always universal.

Very often objections have to be faced by employees of the banking sector. After all, our people are brought up from childhood in distrust of banking structures. Working with objections in the bank should take place step by step. Move on to the next argument only after agreeing with the previous argument.

Speaker of the Medical and Psychological Center "PsychoMed"

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An objection is a negative reaction to what the interlocutor said. In a mild form - an expression of disagreement with the interlocutor, in a sharp form - crossing out the said meaning, protesting against what was said and expressing an opposite opinion.

The usual direct objection ("You're wrong, you're wrong, it's not") - as a rule, turns out to be a conflict generator. If the objection is also categorical and unreasonable (“You are wrong, and why is none of your business.” “I said no!”), Such an objection already sounds like. Empty objections are meaningless - objections not on the case, not containing specifics. On the other hand, well-mannered people are able to object gently, politely (“Unfortunately, I cannot agree with you yet.” “Your point of view is interesting to me, but not very clear.” “Maybe I misunderstood something”), and the like. objections speak more about respect for another point of view and the desire to understand a person.

"We were doing nonsense!" - Maybe. But how did you determine this if you don’t have goals for a meeting, for training, for life? Garbage and emptiness about what? As long as there are no goals, as long as you yourself do not know what you need, everything is empty and bullshit for you, because everything turns out to be equally meaningless. When there is no goal, the most productive activity is meaningless. If you know why you came, if you know what you are doing here, then you will not waste a single hour.

An objection as a disagreement with what does not suit you is a natural reaction of a self-respecting person, but the tendency to object is rather a bad habit, a manifestation of bad manners and lack of psychological culture. Educated people are not afraid to object, they do it confidently and strongly if necessary, but if possible they try to understand the interlocutor, and avoid objections.

"Interesting. I have a different point of view, but I would love to hear from you."

How to respond correctly? - If you do not want disputes and quarrels, then as little as possible. It is better to first find points on which you can agree, and then correctly state your point of view.

Work with objections

Experienced people do not work with objections, but try to get around them. And bypass not objections, but doubts. And to be completely accurate, then dispel doubts. Everyone has doubts. Doubt is an opportunity to build a dialogue, not a way to protect. Cm.

CLIENT OBJECTIONS AND RESPONSES TO THEM

Your customers like to object… You can understand them. The market is saturated, there are a lot of offers ... Money, as always, is not enough ...

This stage of the sales process is deliberately depicted in the "vertical" diagram.

This emphasizes that, in fact, objections can come from the client at any stage of the negotiation. And at any time, an experienced salesperson is ready to respond to objections. For many inexperienced salespeople, customer objections represent a major roadblock to closing the deal. For a seasoned salesperson, objections and responses are the most interesting part of the sales process. The objections of the client indicate his interest!

Typical objections

Many years of experience as a trainer suggests that most objections are related to price or a specific product. About them - a little lower. Here we consider several objections that are specific to sales of a wide variety of goods and services. You are also given the choice of answers. Every experienced salesperson understands that there is no “magic” trick to overcome any objection. However, perseverance combined with the enthusiasm of the seller is a sure recipe for success!

Objection: "I don't have time for these conversations!"

Answer(s) :- I understand… You are a busy person… If I call back later, would you mind?

"I'll take some of your time...

Objection: "Where's the guarantee...?"

Answer: - Our company has been on the market for 5 years…

Our clients are reputable companies. For example…

– Our Warranty Repair Center is located at…

Objection: "We already have a supplier"

Answer: - Of course, this is not surprising ... Such a reputable company should have regular suppliers ... But maybe he has slightly different delivery conditions ...

Let's try to compare...

Objection: “This refrigerator (cupboard, sofa…) is too big for our family…”

Answer: - Where are you going to put it?

Objection: "Need to think…"

Answer: - Of course... We are talking about a serious deal... However, please note that if tomorrow we deliver goods to you, then tomorrow you will be able to receive the corresponding profit...

Objection: “Your product does not sell well (in the store)”

Answer: - Let's take a look at the display of goods on the trading floor together

As the seller gains experience, the list of typical objections and answers expands. It is clear that the above answers are not the only possible ones. Experienced sellers will always be able to “strengthen” this list with their own versions of answers.

How to respond to objections

The experience of many "generations" of sellers suggests the following "creative" scheme:

1. Hear objection

2. Express gratitude or empathy

3. Ask open-ended questions. Ask the client to elaborate on their objection

4. Summarize the information received

5. Answer the objection

6. Make sure your answer is accepted and understood

- Give the client a chance to speak. Don't interrupt...

Don't tell the client they're wrong. Even if you are sure that his opinion is wrong, keep silent or say, for example: “Original point of view”, “There are people who would agree with you”.

– If the client raises several objections in a row, take notes (to answer), separating the objections you agree with from those you disagree with. Start answering with the words: "I agree with you ..."

- Don't rush to talk about the price.

- Avoid discussions.

- Know in advance about options customer objections. Be prepared to respond to them in the best possible way, taking into account the motives for the purchase and the needs of the client.

Don't linger on the "difficult" objection. It hits right on target. Therefore, your careless answer: "I agree" can make the whole subsequent conversation meaningless. Say, for example: "This is an important remark ... I will answer it for you ... a little later." What follows are a few strong arguments and your prepared response.

excuses

Very often, the objections of the buyer are not even objections at all, but simply excuses. They are just contrived reasons for not buying. It’s rare that you hear from a buyer: “Yes, there is no reason - I just don’t want to buy it.” Most often, objections are given that are classic excuses.

In order to “pull out” the real reason for the refusal from the buyer, the seller must monitor the reaction of the interlocutor during the presentation of the product, at the argumentation stage. If the buyer is not interested in the price or features of the product, it is wise to stop and try some other way.

Price objections

The issue of price is very typical in the process of negotiating a sale in Ukraine. Typical price objections and suggested responses are as follows.

Objection: "It is expensive…"

Answer: - Quality products don't come cheap...

- Sometimes they say: "The miser pays twice" ...

– Pay attention to the unique properties of our products

- And what price do you think is fair?

Objection: “It costs less at Lotos”

Answer: - Are you sure it's the same product? What are the characteristics of their model?

Objection: “I can buy much cheaper at the market”

Answer: - Buying at the bazaar comes with a certain amount of risk...

– You still need to get to the market, and you and I can make a decision “here and now”

How else can you respond to price objections?

– Compare the price with the client's price. The resulting difference can be "reduced to nothing" if you divide it by the period of use of the goods and evaluate the "expenses for one day."

– If they ask you to lower the price, make a “counter offer”. It must be prepared in advance. For example: "If you buy two sets, a 5% discount is possible", "If we sign a contract for a year, the discount can be very significant."

– Benefits are more important than price. You talk again about those key advantages that accompany a purchase or about the losses that a client can incur if he does not buy. (“Yes…Worth considering…But note that there are only two sets left in stock…Maybe it’s safer to make a decision today?”)

Product objections

Consider specific example - wholesale trade medicines. Manager conversation wholesale company with the head (manager) of the pharmacy.

Objection: “We already have enough antihistamines”

Answer: - It's good when the client has the opportunity to choose

- We offer products of a domestic manufacturer. She is always in demand...

Objection: “There are only pensioners in our microdistrict. What do they buy - you know "

Answer: - It's good that there are many pensioners. After all, pensions have recently been raised.

They will not spare money for a good medicine.

Objection: “This one… is a bad buy”

Answer: - I noticed that it is displayed in an inconspicuous place.

If you'll excuse me, I'll ask the "first-timer" to rearrange it closer to the checkout.

Objection: “You have a small assortment of drugs. It is more convenient for us to work with a large supplier”

Answer: - A large assortment is important. However, pay attention - we have drugs that others do not have.

Another example. Sale passenger car Volga.

Objection: “Well…what is the quality of Russian cars- everyone knows!

Answer: - Many people think so ... However, in recent years Russian manufacturers greatly improved the quality of the product.

Objection: “The upholstery is too light. Any stain will be immediately noticeable!

Answer (option 1):- Yes, the upholstery is light ... But what a feeling of spaciousness and space!

Answer (option 2):- Let's see another salon.

One more example. Sale of advertising placement services in the magazine.

Objection: “Your circulation is large, but your readers are women. And our product is designed for men!”

Answer: - There are statistical materials that show that 80% of men's deodorants are bought by women - for their husbands and loved ones ...

Objection: “On the original layout - the colors are the same, but in the circulation - they will be completely different! We already have experience!”

Answer: - You can understand… Sometimes this happens… We recently purchased new equipment that provides exceptionally accurate color reproduction in printing.

Objection: “People read the news, not ads!”

Answer: - That's right... But subconsciously the reader notices ads on the page too... And in the store he will make the appropriate decision!

Another example. Sale of office furniture.

Objection: "It costs expensive. And where is the guarantee of reliability?

Answer: - We give a 10-year guarantee for cabinet furniture and 5 years for upholstered furniture.

Objection: "Why can't you deliver the furniture tomorrow?"

Answer: - We work on individual orders. Everything will be made in the right color and size ... Therefore, it will take 7 days for production and 3 days for delivery.

This text is an introductory piece. From the author's book

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The Objection Principle However, sometimes it pays to use an even more effective way to get people on your side: provoke them to object. Oddly enough, this works exactly the same as asking for advice. When people object to you, they demonstrate

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The interaction of people with each other is mainly their communication. And communication, in turn, is a very complex process, which is characterized by its own laws and rules, and, depending on each individual situation, they can change. However, there are some things that can be called universal and suitable for any communication. Such things include, for example, the ability not to succumb to provocations and some others. But today we will talk about working with objections.

Objections are found everywhere in our lives: in conversations with relatives, in discussions with friends, when communicating with colleagues at work. The central place for objections is given in the field of sales, because. it is in something that the ability of a person to a person is directly traced, but skillfully present your product or service, show his / her benefits and advantages and complete the transaction. And customer objections are a real stumbling block for many sellers around the world. Thousands of books, pamphlets, and articles have been written on the subject of objection handling; trainings, training seminars and master classes are held.

We do not pretend to be a complete study of the magic of selling and provide exhaustive information on the topic presented, but we want to introduce you to several rules and steps for dealing with objections that you can apply and follow in your daily life. This information will undoubtedly be useful both to people whose activities are related to sales, and to people of completely different professions, and you can use it both at work and in Everyday life, and at home.

Work with objections

Speaking of objections in general, it should be said that experienced people- masters of communication with objections do not work, but do their best to find workarounds to avoid them. But there is one trick here: you need to get around not objections, but people's doubts. And speaking in completely different words, then doubts should not be bypassed, but dispelled. Doubts are inherent in all people, but many consider them as something extremely undesirable and even negative, which is fundamentally wrong. In fact, doubts are not a form of defense, but an opportunity to build a constructive dialogue.

Let's make two fundamental points:

First: The purpose of working with objections is to identify the attitude of the other person to what we are saying, and if there are disagreements, to overcome them.

Second: The most important thing when working with objections is the transformation of the negative into a positive and the reduction of any emotional states to business communication.

Rules for dealing with objections

The following rules are usually distinguished:

• It is necessary to listen to the objection and pay attention to the interlocutor
• You need to control your condition - stay calm, be patient and communicate positively
• To find out the true reasons for objections (doubts), it is required to ask the interlocutor special clarifying questions.
• If the interlocutor begins to object, in no case should you answer him with a mutual objection
• Any objection must be localized, i. formulate it as accurately as possible, as well as limit your answer in time and space
• It is very important to answer on the merits, while arguing your position.
• Before moving on to the next argument, it is important that the interlocutor react positively to the previous argument and agree with it.
• If you let the objecting interlocutor finish speaking and listen to his questions, and after that make a short pause, in most cases he will begin to give answers to his questions.

But when dealing with objections, it is important not only to follow the above rules, but also to act strategically, one by one, overcoming all stages of this process.

Stages of dealing with objections

First stage: We listen to the objection, using the tactics of active listening, which implies the absence of any disputes and accompanying the interlocutor's speech with head nods, etc. While listening, we determine the strategy of our own behavior and select a way to work with objections.

Second phase: We check if there are other objections besides the first objection. Here you can ask, for example:

“Tell me, please, is there anything else that makes you doubt the decision?”

Third stage: We check if there are other reasons that contribute to objections. A leading question would be a question like:

Fourth stage: We find out whether the objection expressed is true or just a simple excuse. Examples of questions that can be asked at this stage are:

“In general, if we deal with this issue, will you finally agree?”

“If the leadership of our organization will meet you halfway on issues that concern you, will you be ready to sign a partnership agreement with us as soon as it is required?”

“If I understand you correctly, your final choice about working with our organization depends solely on…?”

“What do you mean by…?”

Fifth stage: We produce emotional to the interlocutor and respond to his objection. It is convenient to use the following phrases here:

“I understand you perfectly. Yes, indeed, at first glance it may seem that way, but ... "

“I completely understand your doubts. If I were you, I would react in exactly the same way, but you must admit that ... "

“You hit right on the spot when you said this, because it is very important. But what about…?”

“Naturally, it costs a lot of money. But do you agree that a quality product or service should always be appreciated?”

“I agree with you: at first glance, the cost of this service may seem quite high, but at the same time…”

“Many of our clients, who are now regulars, initially said about the same thing as you. But later they were able to make sure that our service fully justifies its cost, because. (listing all advantages). Surely now you look at this question a little differently ?!

Sixth stage: We make sure that we successfully parried the objection of the interlocutor and close the deal / sum up the conversation. We use these phrases:

“Well, have I dispelled your doubts?”

"Did I manage to answer your questions?"

“Now, if all the i's are dotted, I suggest…”

Today there are many techniques for dealing with objections. These include the Cold Calling technique, the Yes, but technique, the Just Because technique, the clarifying question technique, the comparison technique, the objection substitution technique, the If If technique, the past experience technique, the false objection technique, the partial consent and psychological attachment, the Boomerang technique and many others (you can get acquainted with some of them on the page of our resource). The very same work with objections can be carried out both in direct communication, and by telephone, and through Email or special services for communication (“ICQ”, “Skype”, etc.), and even in social networks.

But it doesn’t matter which technique you use, and how exactly your communication with the interlocutor will take place, the most important thing is to use the basic rules and follow the stages of working with objections that we talked about.

Of particular importance in dealing with objections is the development of our own communication skills, because the results of all our negotiations, transactions, meetings and any other communication, including even communication with the closest and dearest people to us, will depend on how competently we can communicate.

We wish you success in mastering this skill and only positive communication with other people!

The vast majority of sellers do not like objections, and if you ask such a seller a question - why do you sell so little? He usually begins to list those objections that he heard from the client. In fact, the stage of overcoming objections is the most important in terms of personal growth of the seller as a specialist. If the seller analyzes the reasons for the objections and makes adjustments to his work, then success will not be long in coming. But most sellers take the objection as nothing. feedback on their own work, but as a difficulty. This is what prevents many from developing in sales.

What is a customer objection

A customer objection is a defensive reaction to the seller's actions, usually on and , but can occur throughout the sale. It is important to understand that the client always strives to protect himself, and the seller is perceived as a kind of threat to his peace of mind (when establishing contact) and well-being (when completing the transaction). Objections are an integral and indispensable part of the sale and the persuasion process in general.

Objections are formed at the conscious and unconscious levels of perception. Unconscious objections are a reaction to the intrusion of the seller into the personal space of the client, the client pronounces them arbitrarily, almost without thinking. Any non-standard action of the seller can help overcome such objections. If the seller is faced with a large number of such objections. Then he needs to work on his behavior - a sales script, the correct pronunciation of phrases (),. Such objections are not related to the product, they are related to the behavior of the seller and the perception of the client.

Conscious objections are objections to the proposed product. That is, if the client is not satisfied with the specific characteristics and benefits that the seller announced. Such objections always arise, as the client wants to get more for less money.

The most important thing a salesperson needs to learn about an objection is:

1. An objection is a reaction to the seller's actions. By changing the actions, you can change the reaction and avoid the objection;
2. An objection is the same physically inevitable process as friction when objects come into contact. If the client does not object to you, then he will buy without you and there is no merit in the sale;

Having understood and realized these two simple points, you should learn to accept the objection and rejoice at the very fact of the objection, as it brings you closer to the sale.

What is customer objection handling?

Dealing with customer objections (often referred to as working out objections, dealing with objections, overcoming objections) is an activity of a seller aimed at removing conscious and unconscious barriers that prevent a purchase. Overcoming objections is an integral part of any sale and every salesperson must know the types of objections, the steps to handle an objection, and prepared responses to common objections.

Dealing with customer objections is the fourth. So, the presentation of the goods to the buyer is carried out and the client, as a rule, objections appear. There are, of course, moments when the client is simply silent and has no objections, in which case you can immediately proceed to the stage of completing the transaction. But as a rule, the client does not agree to buy the goods so easily, he almost always has doubts in this case, the seller applies the stage - working with objections. Customers are different, but it is important for you to know and understand that an objection is a sign of interest, and by properly working out this objection, you can add several arguments in favor of your product. Conversely, by answering the objection incorrectly, you can “fill up” the deal.

Types of objections

Objections are divided into true and false. Overcoming true objections leads to a deal, overcoming false ones leads to new objections. This happens because the client does not want to make a purchase, and politeness or something else prevents them from telling you this directly. In addition, it is necessary to distinguish objections from conditions. Conditions are real factors that make it impossible to sell a product, for example: a person will not buy a car if he does not have a driver's license.

False objections in sales

False objections are formed mostly under the influence of the unconscious. Although there are cases that the client deliberately says a false reason. Since it is not convenient to voice the true (for example, there is no money). It doesn't make much sense to answer what is essentially a false objection. We will talk about what to do with false objections a little later.

True Sales Objections

True objections are the customer's rationale for not making the purchase. Working out true objections leads to a sale, they must be able to work out according to the stages of working with objections.

Stages of dealing with objections

Objections are handled in the following way:

• Listen carefully to the objection. Do not interrupt the client, even if you already understand which way the client is driving, use . At the end of the client's phrase, you can say - "I heard you";
• agree with the objection. Also called psychological attachment, you need to show that you understand and agree with what the client has voiced, for example: “I completely agree with you, saving money is very important ...”
• Give a reasoned answer on the essence of the objection, show the client a way out of the situation;

These stages are the classic model for handling objections. Every salesperson should be able to handle objections this way.

Client - “... I compared your prices with competitors and you are more expensive!”

Seller (option 1) - “I completely agree with you, the issue of saving is very important. That is why, unlike competitors, we include in the price all the costs of servicing the goods purchased from us, by purchasing goods from us you will pay more, but you will be able to save time and money in the future on servicing the goods.

Seller (option 2) - "I'm glad you brought this to your attention! Indeed, our prices are somewhat higher than those of many of our competitors. Because we think about our client and look forward to long-term cooperation, and not just quickly selling low-quality goods"

It is clear that this is just an example, but it shows the general scheme for working out objections. It should be noted that in sales objections are usually the same and you can prepare good answers to them in advance.

False objections and how to deal with them

If in general everything is clear with true objections, then many sellers do not know how to work with false ones. When communicating with sellers, I most often hear such objections as “I need to think”, “I’m not ready to make a decision right now”, “I have everything” these are just examples that are found in almost all sales. There are many more false objections and sometimes it is difficult to distinguish them from true ones. But it is important to understand that behind every false objection there is either a true objection (for example, many customers are embarrassed to say that I have no money or it is expensive for me, but they will simply say that I need to think), or a condition that prevents them from making a purchase .

To learn how to work out false objections, you need to have rich experience in selling a given product, since you will have to randomly distinguish which objection is true or false. But regardless of experience, it is important to know that you do not need to respond to a false objection. You will simply lose time, and maybe completely disrupt the sale. Another point to keep in mind is that most false objections are flaws in needs identification or presentation. And if you constantly hear the same false objections, then you need to change the identification of needs and presentation.

Ways to deal with false objections

The goal of working out a false objection is to get a true objection from the client. All methods will not be standard; they need to be applied depending on the situation. combine.

Ignore the false objection. That is, you were told “I need to think,” and you continue to talk about the product or even try to close the deal.

Try to be sincere. In this case, you gently tell the client "well, that's not the reason, let's lay out what's really." Naturally, not in plain text, but neatly. For example, “Are you saying that you need to think just because you don’t want to refuse me? I'm an adult and I can handle a rejection."

Benefit summation method. The essence of the method is once again to list what he will receive from the transaction. Example “...Look, buying our product you will get: high quality, savings, a lot of emotions from operation, new opportunities. Are you saying you need to think?"

Ask a limiting question. For example: “Is this the only thing that bothers you?”, “As I understand it, if you solve this problem, will you buy the product?”.

Very often, the stage of working with customer objections is called the fight against objections. Personally, I categorically disagree with the term "struggle", objections do not need to be fought, objections are an integral part of the sale, only those who do not mind do not mind. Even if you can't overcome objections, you still need to move on to the last stage of the sale - closing the deal.

Examples of dealing with objections

There are a lot of objections in sales, as well as a lot of sales tactics. Therefore, we will analyze examples of working out the most popular objections using different methods. I must say right away that the stage of joining the objection in below examples not mentioned, this does not mean that it is not needed.

Method of handling objections with the help of questions

You can make the client think about the correctness of his judgment. Example:

Client: "You are expensive"

You: If we were expensive, with us long years so many clients wouldn't work. Why do you think they buy from us?

You can also clarify the information that the client gave you. Example:

Client: "Expensive"

You: What are you comparing to?

You: Why did you decide so?

You: What is dear to you?

You: How much is cheap for you?

Comparison method

Compare what is now and what you offer. Show differences that the client did not pay attention to. Show that you can see more. Example:

Client: "Expensive"

You: Let's compare. What batch size do you take? With what frequency? What are the conditions for payment? What is the delay? What is the value of trade credit? What is the quality of the goods? Who is the manufacturer? What warehouse is it shipped from? Whether there are available? What parties? What assortment do you take in addition to this product? Did they have a quality problem? How fast do they return in case of marriage? What warranty conditions do they give? What service do they offer additionally? If they have a post after-sales service? How long has this company been on the market to guarantee the fulfillment of the obligations that it takes on?

The “yes, but…” method

A very common technique, a lot of true objections the client speaks to the point. For example, your product may be really the most expensive on the market, it is important to explain to the client why this is happening. Example:

Client: "You are expensive."

You: Yes, but we have a quality product.

Client: "I've heard negative reviews."

You: Yes, but positive feedback much more from satisfied customers.

Client: "Take a long time."

You: Yes, but we have a lot of goods and absolutely everything is in stock.

Client: "No money".

You: Yes, but we have the possibility of a loan (leasing).

You: Yes, but let's meet in the future.

Client: "Competitors are cheaper."

You: Yes, but let's compare...

That is why

The method is largely similar to the previous one. This technique can also be used to work out false objections.

Client: "I will think".

You: That is why I want to meet with you, tell you everything, so that you have something to think about.

Client: "Good personal relationship with current supplier."

You: That is why I want to start cooperating with you so that you also have good personal relations with us.

Client: "I don't want to pay up front."

You: That is why we have a lot of other advantages that will compensate for this.

Client: "There is a supplier."

You: That is why I would like to meet with you in order to tell you about our advantages.

Client: "You are expensive."

You: That's why I want you to take only a trial batch. To make sure that our product is worth the money.