Sales Training Ideas from Dennis Minton
“When you develop skill in handling objections, you’ll find they are a welcome part of the sales process.” Garry Kinder
Following a proven process in the selling cycle is a must for sales professionals.
Two factors will determine your success in meeting resistance and overcoming objections: attitude and strategy. As with any part of the selling process, strategy can be learned and mastered through practice. But, first, it’s important to develop an attitude that puts objections in their proper perspective.
All too often, objections are viewed as major obstacles to closing the sale. When you develop skill in handling them, you’ll find objections are a welcome part of the sales process. In fact, often the toughest prospect to sell is the one who gives you too little or no feedback. It’s hard to tell where he or she stands.
The same applies to the prospect who appears to agree with everything you say. For these reasons, the right attitude toward objections is to welcome them.
GENUINE VS. INSINCERE
Once you have the right attitude toward objections, you can develop a strategy for handling them effectively. But to do so, you must first determine whether they are genuine or insincere. The insincere objection, known as sales resistance, is generally illogical and cannot be answered. It’s expressed in alibis, excuses, or stalls.
The prospect may give you fictitious reasons to hide the real, genuine objection — for example, “Your plan has a lot of merit, but I’d like to think about it”; “I’d like to shop around and do some comparing.”
By contrast, the genuine objection has the ring of truthfulness. Here, the prospect feels there’s a valid reason for not buying at this time. Examples: “The need is an obvious one, but I have some bills I must handle first,” “Frankly, I feel as though I can invest my money better in my own business,” “It’s just too expensive for me right now, there’s no way I can afford it.”
These objections are not excuses. They are genuine doubts in the prospect’s mind, and you can handle them. As you gain experience, it will become easier for you to distinguish between genuine and insincere objections.
No matter how skillful you become at anticipating and answering objections before they come up, some will still surface. You can choose to defer an objection by simply asking permission to answer it later. When you delay an objection during the presentation, you rob some of its potential strength. Also, the delay keeps you on track. Best of all, delaying an objection often “tables it” permanently.
As you move to the closing of your presentation and a genuine objection surfaces, you must answer it to the prospect’s satisfaction. To hesitate or be evasive may magnify the objection in the prospect’s mind and block the close. The sense of personal selling power derived from confidence in having a strategy for handling objections is an invaluable asset. Once your strategy is mastered, you’ll be able to remain poised and react calmly when confronted with objections. Next week, we’ll share the five-step strategy for handling objections at the close.
Dennis S. Minton
Minton Dickes Consulting
DISCOVERY – ACTION – RESULTS
dennisminton @ cox.net