How to Handle Sales Objections as Opportunities

 

How to Handle Sales Objections as Opportunities
By Steve Martinez

How do you handle objections? Let's say you just talked with your client on a fairly large project and they suggest to you that you are not in the ballpark on the deal. What do you say and how did you get to this point in the first place? I also have difficulty when someone asks me about objections.

I know it is important and each time this happens, I have to reach back into my memory and think about how I've handled objections in the past. I remember the sales training early in my career regarding objections. I just don't get much practice using those skills anymore. What do you do when you get an objection? Is there a certain set of questions you should ask as you work with the client to assist them? Then it hit me! I know why I don't get very may objections.

What Would You Do?

If you were to phone the most experienced and successful sales people you know, how would they answer the question? Would they give you good advice? Chances are, they would have the same problem we sometimes have with giving good advice on old issues. As strange as it may seem, most successful salespeople don't handle too many objections. Don't get me wrong, they used to, particularly in their early sales years. But after learning and working a sales process, they no longer encounter many opportunities with objections.

Successful Salespeople and Objections

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The primary reason professional salespeople don't get objections is because they eliminated them along the way. It is almost as if a professional salesperson gets advance warning that the client may have an objection. Before the client has a chance to voice their concern, the salesperson identifies it, supports it with information and overcomes the objection. This happens before the client has a chance to fully think the issue through. They know the right questions to ask and they listen to the answers. Yes, they listen carefully to what the prospect has to say.
Experience, Confidence and Knowledge

There is a difference that experience, confidence and knowledge brings. Often, it can't be quantified or qualified, but it does exist. And, it can exist only in the mind of the salesperson. One word to describe this is attitude. Confidence plays a big role in this too. Sometimes, the expectation that the call will be a success and the business is yours is all that is needed. Although we don't want you to lean on this alone, confidence and attitude play a role. Selling yourself is part of the whole process of selling your product and company.

What if You Get Objections?

If you find yourself getting objections, you must first realize that the objection is really a question. The basis of almost every objection is how you can justify what you are telling me. In many cases the prospect needs to believe what you are saying is true. They may offer an objection to test you. When you haven't provided enough support for your solution, an objection will develop. Objections occur more often with new and inexperienced salespeople.

An objection is often subtle and you must listen carefully to hear them. Sometimes the hint of an objection is only a facial expression. Look for it, identify it and eliminate it with a support statement. Honesty and openness are great sales tools and you should use them. Ask the client if they have a concern. Invite their issues to be placed on the table. After all, you are a professional and can support your proposal regarding all aspects of the sale. These might include quality, service and price. If you haven't eliminated all their issues, you aren't ready for the close.

Steve Martinez is the founder and CSO (Chief Sales Officer) with Selling Magic. The Business Development company is sales oriented and a CRM pioneer in automating and customizing ACT or Outlook with the best practices of sales management for increased sales. http://www.sellingmagic.com

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