Perhaps the number one topic we hear people in the
profession of selling request assistance with is what is commonly called handling
objections. Objections frequently aggravate a salesperson like ants at a picnic. Everyone
hopes that they won¹t show up, but they almost always do. The ability of the salesperson
to be prepared for, and deal with, these concerns is a fundamental ingredient for success.
Before we get into this six-step concern handling process, it is important to clarify that
prospect concerns can appear at almost any point in the sales cycle. The natural point for
their arrival is when you are presenting the features, but they are certainly not limited
to this phase. First you must recognize that a concern has been put in play by the
prospect, and at that point, utilize the concern handling process as outlined below.
Step 1. Listen attentively to the concern. It may sound simple, but this
first step is often the toughest part of the process. To listen carefully without
interrupting is often a huge challenge for salespeople. Leaving some silence on the table
once the prospect has finished the concern comment may just buy you the additional
clarification of the concern that you need to deal with it successfully. Interestingly,
sometimes when adequate time is given to the concern statement, the prospect handles it
himself.
Step 2. Clarify the Concern. The next logical step is to make sure that
effective communication has taken place. This can be done by rephrasing the concern as a
question. Far too frequently, salespeople move on to addressing a concern that is not what
the prospect is really experiencing. This results in wasted time and the perception that
the salesperson is not really listening or interested in their needs. Take the time to
make certain you are really understanding, and not assuming, at this step.
Step 3. Determine Magnitude. Once you understand the nature of the concern
that the prospect is expressing, the next step is to assess the importance of that
concern. As with other perception issues, it is critical that you keep in mind that this
importance issue is through the eyes of the prospect, not your own point of view.
Step 4. Use Appropriate Tool. Through the years, there has been a variety of
tools that have been developed by salespeople to deal with "objections". Some of
these tools are manipulative and unethical in nature. They may occasionally result in a
quick sale, but they won¹t lead to satisfied customers or the type of image a reputable
sales center should seek. Instead, we should focus on tools that we feel help prospects
make decisions that are in their own best interests, and are consistent with the goals of
the salesperson as well. The key is to have several tools at your disposal in which you
have confidence, and then select the proper tool for the given situation.
Step 5. Check for Success. After you have selected and used a proper
concern handling tool, it is critical that you take the time to be sure that the issue is
no longer hurdled in the mind of the prospect. Again, you would rather they state the
concern than just hold it in and buy somewhere else, or not at all. Do not move on to the
final step in this process unless you get a positive response in this phase.
Step 6. Resume Cycle. With the concern successfully addressed, as verified
in the prior step, it is now time to go back to the point in the sales cycle where the
concern surfaced and resume your sales process. The successful handling of a concern does
not let you jump ahead to the commitment when the concern was generated in discovery. This
is the misguided approach used by "product pitch" salespeople who follow the
motto, "close early and close often".
With a different mindset, and the use of a logical six-step concern handling process, you
should experience two positive outcomes. First, concerns will be a less threatening and
stressful stage of the sales cycle. You should see it as natural and positive in that it
is identifying the work that must be done before you can attempt to seek the prospect¹s
commitment to purchase. Second, by using this process you will find your success rate of
converting prospects to customers will improve dramatically. Try it and we feel you, too,
will be a satisfied owner of a more advanced selling skill.
