How to Overcome Sales Objections

How to Overcome Sales Objections
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Top Sellers Gracefully Overcome Sales Objections
Though it is surely discouraging to hear a buyer say “No” when you spent time and energy on a potential sale, it is not the end. Instead, it shows that your buyer is engaged and there is something for you to learn. According to sales negotiation training experts, it is up to you to figure out what’s standing in the way of a “Yes” and turn things around either now or in the future.

The Four Steps to a “Yes”
Unfortunately, too many business sales training courses underestimate the importance of these four steps to “yes.”

  1. Listen
    A sales objection is not the time to react defensively. Instead, now is the time to be customer centric and learn what is in the way of closing the deal. This is your chance to fully understand the buyer’s objections. Get control of yourself — both your disappointment and possible anger — and make sure everything that you do and say reflects your sincere desire to listen intently.
  2. Gain Insight
    Do not expect your buyer to reveal the true sales obstacle right away. With the buyer’s permission and patience, you are going to have to coax out the reasons for their sales objection.

    Once you think you understand the issues completely, restate the objections for confirmation or reclarification. When you finally get to the point where the buyer agrees that you’ve captured the issues, ask, “Is there anything else?” Often there’s just one more thing that you should know before you try to move forward.

  3. Address the Issue(s)
    Finally you have the opportunity to, with empathy and creativity, address the most important objection and resolve the issue(s). If possible, solve the problem on the spot to move the sale forward in a way that can help your buyer succeed. Do not make promises you cannot keep but, if you need more information before you can make a commitment, say so.

    Whatever the final outcome, do not squander your buyer’s trust in your sincere attempt to help them.

  4. Confirm Satisfaction
    Once you have presented your solution, you need to make sure that you have satisfied all of their concerns. This is the key to creating customer loyalty. Just offering a 10% discount on a future purchase may not at all be what upset them in the first place.

    Take the example of a furniture order that was promised to be delivered on a specific day. The buyer shifted other furniture around in anticipation and waited all day for the new table to arrive. Only when checking on the specifics of delivery did the buyer learn that the piece was on backorder and would not be available for two more months. The buyer could understand inventory issues. What was upsetting is that there was no notification that the promised delivery had been cancelled.

The Bottom Line
Almost all sales objections can be overcome. The best salespeople know and appreciate this. You may not always be able to turn things around, but by showing that you truly want to understand and help your client, you will gain their respect and appreciation and perhaps a future opportunity to work together.

To learn more about how to overcome sales objections, download The 2 Most Common Sales Negotiation Tactics to Prepare For

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