You have checked your prospect for buy-in. There are chances that they don't agree straight away and they display resistance or salespeople know it as an objection.
Objections come in many forms.
In this article, you'll be looking at two of the most common:
- technical
- competition.
How To Handle Sales Objection
In short, you'll look at how to:- a) Handle the technical objection
- b) Handle competition objection
A. Handling technical objections
When facing objections, it is very tempting to point out where the prospects are wrong or in other words, to argue with them.
If you win the argument, you'll feel good. But your good feeling often does not translate into profit. You're not in the business of proving people wrong.
A more desirable approach for you is to direct the conversation to something more positive.
A.1 Here are 4 steps you want to use when handling technical objections:
A.1.1 Clarify
A.1.2 Acknowledge
A.1.3 Respond
- Show product features and benefits that refute or minimize the objection.
- Use third party info to emphasize any claim.
- Restate the related feature and benefits of the product.
A.1.4 Check
- verbal clues:
Statements, questions, tonality, speed of speech
- nonverbal clues:
Facial expression, postures, gestures
- probe for more info:
Open-ended questions
Close-ended questions
- move towards commitment:
Use verbal reinforcement to strengthen receptive attitudes.
Ask how committed they are, indirectly, through trial close.
B. Handling competition objections
Competition objections are objections that your prospect indicates satisfaction with the competitor's product.
This type of objection requires you to use the "Basic Difference Technique."
B.1 Basic difference technique in 3 simple steps:
B.1.1 Step (i)
Express respect for the prospect choice.
B.1.2 Step (ii)
Prove that your product is as good as or superior. Also, you provide them with additional benefits unique to your product. When proving, use a basic formula:
Show the similarities between products.
Show the difference where your product is superior.
B.1.3 Step (iii)
Check (see A.1.4)