Overcoming objections during a sales process

By Sandra Idossou

Throughout the last four weeks on this Monday column, we have emphasized the fact that most of us almost always have something to sell; an idea, a vision, a thought, a project, a point of view, a reputation and for many other people, their companies’ products or services.

One of the most frequent reactions we all have to deal with is overcoming objection. Objection may be likened to a curse among many salespeople as in most cases; we do not know exactly how to react.

Objections often arise when customers respond in a negative or hesitant manner by giving excuses or other reasons why they cannot buy our ideas, products or services. Objections amount to sales resistance, which should give us the opportunity to clarify doubts, offer further information and reassure the customer.

At times, the objections are hidden or implied. This is why we need to be constantly on the look-out for certain details while speaking with the customer; especially nonverbal communication such as facial expressions, eye movements, body language, etc.

It is fundamentally important to smoke out all hidden objections because an objection that is not discovered and dealt with appropriately is a lost sale. So if you happen to be in sales, here is a 4-step process to help you handle them better:

Listen

Take time and listen. Do not jump to conclusions as this may cause further objections. Do not interrupt customers.

Use active listening methods; nodding and physically showing interest. Your customers’ objections will help you sell to them so thank them for voicing their fears, apprehensions, misunderstanding, misconceptions etc. If possible, write them down so as not to forget.

Rephrase the objection to make sure you have really understood it

Get to the crux of the matter by asking questions and showing you are interested. By rephrasing the objection and finishing with “is that what you meant?” you will be able to uncover the real objectives of that objection. By answering that question, your customer will clarify better his or her objections.

Answer the objection

If you tell the buyer you will deal with the objection later, then forget about it or worse, ignore it, you are sending a message that you do not care or are simply ignorant.

In case you do not have the exact answer to the objection, be honest enough to tell the customer while you look for a supervisor or someone who can clarify. In any case, answer the objection by showing the benefits of your product or service.

Close the deal

Finally, check to see if you have answered your customer’s question. You can even ask if they have any more concerns. Handling objections is a prelude to closing a sales deal. So finish up and close the deal. An objection that is well tackled might reveal other hidden ones. So be ready for more. Note that objections go hand in hand with sales so there is no way you can avoid them.

It is true that most objections fall into 3 categories; they are either true objections, or assertions simply designed to sidestep the real objection, or they are simply misinformed. You can easily address all the three by highlighting aspects of your product or service that may address them.

The next time you are confronted with one of the three, do not panic or stress yourself. Be calm and poised. No matter how you sell, you shall often face objections. How you handle them will determine whether you make the sale deal or not.

sidossou@theservicemag.com