Sales Skills In Objection Handling

There is only ‘sure’ thing in sales. That is you will face objection from your prospect while selling. Thus objection handling, which specifically means the required techniques to handle the prospect’s objections, becomes one of the most important sales techniques. Objection handling, like any other sales techniques, is much like an art, which varies from people to people. So there is no perpetual truth for objection handling. There are, however, some basic rules and sales techniques that will help you through it.

Why do People Object

People object based on need (‘I have one of those already’), price (‘this costs too much’), features (‘the guarantee is for 6 months only’), time (‘I need to think about it’) and a thousand different ones. To handle objections, salesmen must understand why do people object? It’s because objection is in the basic human nature. We tend to object whenever we are dealing with someone we don’t trust, which is only natural, especially when two people are dealing for the first time. Moreover, no product is perfect (as a salesman, you should never try to hide it). So even if you are being honest, the prospect cannot be sure that he will not encounter a loss.

Steps for Objection Handling

Listen: This is the first step to any objection handling. People like others who listen to them. Rephrase what they say, make your client feel connected to you.

Ask: Question their queries. Make sure you understand what they really need and see if that is possible. Asking is one of the sales skills to make him feel comfortable.

Deal: Handle their objections and propose to him/her the most suitable way of overcoming objections, if possible. If not, settle for the second-best solution.

Methods for Objection Handling

Actual methods of overcoming objections are too many. Here are presented very few ways and tips to sales objections:

Pre-act: Act to objections before they even occur. This is the probably best way to counteract objections. Your homework on your prospect will let you anticipate his objections beforehand. Do prepare an answer to them and present that before your prospect does.

Shoe on the Other Foot: This is one of the most effective sales techniques. If the prospect says, ‘I bought a product form your company and the customer service isn’t good.’ Ask, ‘What would you do if your organization has unworthy staff?’ ‘I would fire them’ ‘That’s exactly what we did sir.’ And the prospect is most likely yours!

Confirm: Say your client is not really showing interest. So you ask him, ‘May I ask what is your problem, sir/madam?’ If s/he says money, go for installment and if s/he says color, go for another one etc.

Remember when you are making a sale, tell the features & sell the benefits, which is the only thing your client cares about. There are many other sales tips and techniques to overcome objections such as LAARC (listen, acknowledge, assess, respond, confirm) and LAIR (listen, acknowledge, identify, reverse) etc. Choose the one(s) you find most easy but remember all of them to use a combo any time you need.

By: Mike Willshare

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Mike has 30 years of experience in sales. From large corporate success to running his own businesses, Mike's love for selling means he has probably dealt with every sales objection going. Now an owner of a Sales Training company, he offers specific advice on Sales Objections and sales skills development. Visit www.seriousselling.co.uk/overcoming_sales_objections for Quick Tips to make objections a thing of the past.