How to handle the tough objections

Anybody who has ever tried to sell a product or service before has run into the problem of dealing with objections.  You know, those few words that can pull you right back down after you felt so good delivering a presentation sure to close your sale.  Jeff Wuorio is a small business writer, and he offers suggestions on how to deal with some of the more popular objections that occur in a business setting.

1. I’m already working with your competitor.  First of all, know that no matter if the customer is happy in that relationship, they may feel particularly loyal to the competitor for a number of reasons.  It could be a past sale with them, a family relationship, etc.  And you don’t want to destroy that loyalty.  What you do want to do, is try to get them to listen to what you have to say.  The customer can’t lose anything from hearing your sales pitch.  Worst case is they don’t leave your competitor.  Nobody got hurt, and you got to practice your sales pitch again. 

2. You’re too expensive.  This could be another reason why they choose to go with a competitor.  When they say this, they often don’t understand the concept of the value you’re offering them.  They’re focused, instead, on the price.  Show them how your product or service will offer them a return on their “investment.”  Don’t automatically bring down your price because it takes the value out of what you do.  Instead, try to find out what they’re willing to pay and offer them a replacement product that will equally suit their needs for less money. 

3.  I don’t have time to talk or meet with you.  At least they’re taking the time to let you know that.  That’s a sign that you’ve already gotten through to them.  Wuorio’s article says, “”They may be dealing with something you’re not privy to,” says Chris Deren, CEO of SellMasters Inc., a Boston sales performance consulting concern. “Help them understand that what you do may help with what’s soaking up all their time.” Deren also suggests networking with colleagues, other people within the prospect’s company and others to try to get a personal feel for what your prospect may be dealing with. If nothing else, any extra insight may impress your prospect: “He may decide that you’re one of the few people that he does have time to talk to,” says Deren.”

4. I don’t see the value in what you offer.  Again, this is another misunderstanding because the customer knows that your offer does have value, they just don’t see it.  Try to sit down with them to show them how your service or product will help them.  Whether it saves them time, saves them money, keeps employees working their longer, etc.  Try to do research on the customer ahead of time to find out what’s most important to them, and then figure out what the value you’re offering can do to help.

Knowing these objections ahead of time won’t leave you tongue-tied when it comes out of your customer’s mouth.  It’s best to know the proper way to handle them to appear in a most professional manner. 

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