Objections Guide You to the Sale

Submitted by Mitch Seigel on Tue, 03/13/2012

The best way, and sometimes the only way, to come to an agreement with a prospective client, is to go through the objections they have to an engagement with you or your company. Often, salespeople find this is the hardest part of the sales process. It is thought that by bringing up the objections it may shine a spotlight on them and give more reason for the prospect not to do business. It does put the objection in the spotlight, but this is a good thing.

Whether you discuss the objections with the client or not, they are still the reasons why a client is waiting on agreement to your proposition. By eliminating one objection after another, you actually are also getting closer and closer to the sale. If you reduce the number of objections to a minimum, the client may actually say yes to your proposition because the positive reasons for making the decision far out weight the objections still on the table.

The most common objection to an agreement is the financial commitment needed by the prospect. Generally if this is the final objection, it is still on the table because you have not given the prospect enough reason to believe that the cost of doing business is less than the value of what you are offering in the way of products or services. It doesn’t mean that the sale is over. You will need to spend time gong over the benefits of your proposal again to increase the value. If you have done this in the proper way, then the objection of money will go away.

Over time, you will recognize common objections to your products and services. This is good because you can then prepare ahead of time by expecting these objections to come up in conversation with a client. Often the sale will come simply from eliminating objections and without having to go into any type of a closing argument or exercise. Keep your ears and eyes open, and listen and watch for the signs to pull out the agreement form and lay it on the table.

What are your challenges when it comes to uncovering and answering objections? I look forward to hearing your comments. Until next time …