Prospects raise objections during the sales process. It should be expected, anticipated and welcomed. In fact objections excite me – it means the prospect is engaging in the process, it is my opportunity to advance the process and get closer to agreeing the transaction which will deliver the value I am promising.
So, you’re someone who understands that the objection is an expected event, you welcome them and they excite you! But how often do you find yourself dealing with an objection, the prospect seems happy and then bang, the next objection is raised. You deal with that one and move on only to be hit with another. This cycle continues to the point where you feel you’ve lost all control, have no idea when the prospect will buy or indeed why they’re not buying.
This is common – it happened to me a lot in my early days. Until, I understood that each and every time an objection is raised, it is my responsibility to bring all objections to the surface before I even think about handling them.
Exposing these hidden objections is not hard-selling or manipulative. It is being a professional sales person. In fact, if you ever find yourself selling to a professional buyer this is the sort of behaviour they will expect to see from you as a professional sales person.
But how do go about exposing these additional, hidden objections?
The trick is to restrain your excitement when an objection is raised – you know you have the perfect response and you want to immediately launch into selling to the objection. You need to hold back, you need to use appropriate questioning approaches to uncover further objections. Trust me when I say that the right blend of open and closed questions and use of active listening will uncover these other objections.
Whatever you do, DO NOT attempt to deal with these objections until you have confirmed with the prospect that if you can address their concerns to their satisfaction they will progress to the next stage in the process with you. If they will not agree to progress then there is at least one more concern or objection!
Only when the prospect agrees to progress do you move on to handle the objections themselves. You may have a long list and you may have to take some away and get back to the prospect with responses, but you are now in control of the process.
Efficient and effective handling of objections has a significant impact on the duration of a sales process. Improving your ability in this facet of the process is a rewarding investment of your time.
Business Coach, Pro-actions.
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