Why wait until your sales prospect raises an objection to try to overcome it? Simply build an answer to the objection into your sales interaction and solve the issue before it ever arises!
You already know the objection and the answer
Let’s face it; working in sales jobs, you know every objection you will ever get, and you have rehearsed tons of answers to overcome them. However, you need to anticipate the objections and address them before the issue is raised.
Every answer to an objection is not good
The reason there are a million of tips, tricks and magic scripts on how to overcome and answer objections is that any answer to an objection actually causes problems. The main issue with answering an objection is that the moment the objection is raised; it puts you in a position to defend it. While there are ways to handle this, it still puts you and the prospect on opposite sides. The instant they bring up an objection, it creates an adversarial atmosphere, even if only temporarily.
I’m right, you’re wrong
No matter how eloquently you answer an objection, essentially you must refute the prospect’s thoughts, feelings or reasoning. The prospect must, in some way admit to being wrong. This is why some will stick to their objection no matter how little sense it makes. Additionally, when you successfully overcome an objection, it often challenges them to come up with another one.
Build the objection into your sales interaction and avoid confrontation
Here is a generic example of adding the objection and the answer into your sales interaction.
The product/service: Training for accounting software applications
The common objection: I don’t think we have a problem because users don’t complain of having difficulty using the software.
Instead of waiting for this objection to come up at the end, bring it up early in the interaction:
“Now, Mr. Prospect, we found that many managers never realize they have a problem because their employees don’t complain. They feel that since no one is saying they are having difficulty using the software, then everything must be fine. The reason they don’t complain is because they would have to say to their boss, ‘I don’t know how to do the job you are paying me to do and I need help’ and they worry it would cost them their jobs. So instead, they struggle with the software, costing the company thousands in wasted hours. Well, we have a skills assessment package that could help….”
Done! You stayed on the same side and helped the prospect get what they need!
Sean McPheat is the managing director and founder of MTD Sales Training. MTD Have trained over 30,000 staff worldwide. Sean is regarded as a leading authority in the world of selling and has been featured on CNN, BBC, and ITV. Check his free weekly tips and his MTD sales blog for more advice.
