How To Turn Sales Objections Into Opportunities
An objection does not equal rejection, although it can feel like it!
The majority of the time an objection is not personal, although every time we hear one that is often the first thing that goes through your mind.
Okay, a ‘no’ is sometimes a ‘no,’ but let’s say they seem to be listening, interested and talking about “it” with you, yet still, the sale is not moving forward. Why? It could be one or all of these three common mistakes that are keeping the sale stalled.
Mistake #1: Not handling your own anxiety. Do you get anxious when it comes to talking about price and money? Almost 100% of the people I talk to including those in my Rev-up Your Revenue Coaching groups get nervous (some even to the point of an anxiety attack) if they think they are making a sales call.
First, let’s redefine the word sales as “a sale is a successful action of solving a client’s problem, even if you are not the solution.” That’s it, so EXHALE…. because everything you do and say affects the emotional state of the other person in any conversation, especially those about money. If nerves are a problem, a quick gulp of cold water and a few deep breaths are a great solution at the moment. Again, EXHALE… breathe….
Success is no accident. Claim your expertise. That’s a Tweetable.
Mistake #2: Solving the problem they say they have. Now, this might seem counter-intuitive…. After all, aren’t we supposed to solve our customer’s problems? Yes and no; often people will tell you socially acceptable problems that may or may not have anything to do with the real problem.
If you want to be a trusted advisor instead of a one-time commodity provider, your job is not to solve the problem they say they have right away. Your first job is to determine if there is something underneath the problem they say they have.
You will appear a true expert if you can uncover and solve what created the problem they say they have… because in the prospect’s mind it is so much safer to stay where they are with what they know than it is to take a risk and change – also counter-intuitive.
Mistake #3: Being too cooperative or too collaborative. Be a trusted advisor. You diminish your expert status if you don’t offer the best choice solution. Yes, it’s important to be cooperative and collaborative. Too often though, I hear salespeople are being too cooperative or too collaborative to the point that the sale/solution stalls; “We could do this…, we could do that…whatever works for you….”
Have a specific solution in mind and specific reasons for that solution. Have a clear idea of the impact, the change required and the risks / costs and benefits of your solution before you sell it. Keep in mind these costs are not differences in price – examples include changes in personnel or opportunity costs.
And the more you embrace each and every experience the easier your sales skills improve!