How To Overcome Sales Objections

Whether you work in sales, or handling such phone calls is only a small aspect of your job, there’s a good chance you’re more than a little used to hearing objections. “It’s okay I don’t need…”; “I’m sorry I’m not interested…”; “Could you call me back another day?” While such comments are frustrating, and often unnecessarily rude, there’s not much you can do to counter them, particularly once a potential customer has removed themselves from that category – or is there? When you’ve worked in the telecommunications business as long as I have you soon learn a few tricks of the trade to win a customer’s trust in your company. Behold, a little wisdom for overcoming those more difficult days…

Rather than overcoming objections, attempt to resolve concerns

First thing’s first; rather than overcoming objections you should be resolving concerns. What’s the difference? Well, the former has negativity connotations written all over it from the start; the person you’re speaking to is countering your sales patter with protestation and oppositions, while you attempt to talk a little louder than them. However, if you’re resolving concerns you’re recognising that the customer has valid points and doing what you can to resolve each issue as it’s presented. And there’s the nub. Getting a customer on board isn’t about battering down their objections or belittling their judgment, but providing answers to their queries, and reassuring them that you know what you’re talking about.

Now, let’s resolve those concerns…

Terminology aside, the first thing you need to be doing when you encounter negativity from a potential customer is to show understanding. Don’t railroad them with sales patter, but ask them questions that will allow you to see where they’re coming from. What is it about your company, or its products and services, that they’re not immediately won over by? You know your company, and what it’s capable of, so counter each of those concerns with an example of how your services differ from the competition. When the person on the other end of the phone has taken a defensive stance it’s up to you to gain their trust. If they won’t immediately share their concerns, perhaps elaborating on your business’s aims will help to soothe their worries.

Common concerns you may hear

Let’s imagine that you’ve had your moment to talk, and you’ve introduced yourself to the customer; what now? Common concerns include issues with budget, a need to speak to the decision maker, a customer being satisfied with what they already have, or the age-old, “let me think about it”. Once you’ve built a rapport with the customer, though, even the most reluctant can be drawn back in. Try suggesting the unique value of your company’s wares, rather than offering a desperate discount. Now is also the time to ask to speak to that decision maker, or organise a joint meeting, rather than agreeing to wait for a phone call that may never come. Have you any examples, or even case studies, that will demonstrate how ideal your product is in the face of its closest competitors? Call upon the resources you have. Finally, for the latter of those concerns, you may need to work a little harder. Reinforce the credibility of your company and its products, and ensure that you and the customer know where each other stands. Once you have a trusting relationship, such concerns become far less common.

So, there you have it. By altering the way you look at an objection you may find it much easier to understand, and counter, any concerns that your potential customers have. Take the time to listen, build relationships, and remember that you know your products and services inside out. It’s time to introduce them to the world.