Dealing with Objections
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Objections
How is it that the same objections that stumped sales people decades ago are still stumping sales people today? Once and for all, let’s figure out a way to make a compelling argument that would allow us to earn the business. Remembering that there are no absolutes in sales and we deal with percentages; however, let’s see if we can’t move the closing percentages up by learning how to deal with Objections and earn more money.
Overcoming Objections
Mindset
A cleansing of the mind needs to happen for some salespeople before they can effectively make a passionate argument to overcome objections.
- The customer is not always right
- They are not always telling the truth
- Perception does not equal fact
I understand that to some of you this will seem like telling you there is no Tooth Fairy, but it is just the nature of the beast.
The customer thinks that we are all experts at negotiation and have the power to Jedi Mind Trick them into saying yes against their will. So, when a customer embellishes (Lies) in their mind, it is a form of self defense. Just a tool of negotiation. So, don’t get jaded... don’t judge... Just understand that just because they said something doesn’t mean it is true.
Don’t Assume
Don’t assume you know the objection.
I have seen sales people assume they knew the objection and end up handing the customer a FREE one. You have no idea why they said it - Ask...
Understand
1st question is “Why do you say that?” Make the customer expand their thought process. Then LISTEN EMPATHETICALLY. Many, many times an objection is a misconception that can be easily overcome and/or they will lay out their thought process allowing you to develop a hole in their reasoning.
I have no idea who said this but it is a great quote.
When your customer has been heard by you - They will be more apt to listen to you
A great book to read for Listening and Clarifying is Power Questions
Clarify
Understand why they said:
- It is Too High
- Not enough for my trade
- Better Price down the street
- Etc..
Make sure you understand their argument. This involves listening and probing questions. Don’t stop asking questions too soon. Make sure you really understand. Then your statement should be something like “Just to clarify it in my mind, what you are telling me is .........” When you repeat your understanding of their objection back and they confirm it, you can move on to the next step.
Overcome
There are all kinds of rational arguments to overcome a customer’s objection. Before you try an argument out with a customer, make sure to think about it first and then role play it with another salesperson. Your argument “why a customer can buy” has to be valid in their mind. Once you have a couple of good responses to an objection - write them down.
- It’s too high - Perhaps the amount of monthly payment the customer is concerned about could be offset with gas or maintenance savings? Never say ” How high is too high?” If you do, your off to the races on price drop. Make the customer state why they said that. They don’t get to pop off for free.
- Not enough for my trade - are they looking at blue book and miss classifying the condition? Did they see a retail price on the internet? Do they have a real apples to apples offer from another dealership? I assume you can figure out how to address these arguments.
- Better price down the street - is it real? Is it apples to apples? Would a customer be willing to pay you more than the guy down the street because of the perceived value of dealing with you and your dealer?
Soft close
Use lines like “You can see where that makes sense?” Or “You would have to agree.” to measure the customer validating the argument you just presented. You need a verbal affirmation and/or a body language affirmation. If you don’t get it, start over with “Why do you say that?” If you get the affirmation that the customer is all in, move right to the close.
Silent close
“All I need is your ok right here” - lay the pen down and Shut Up!
Good selling...
