7 Common Sales
Objections and How to Overcome Them…..
Selling doesn't come naturally to
many small business owners, but that doesn't mean they can't do it effectively.
Often the key is understanding what is stopping your potential client from
making a decision in your favour. Once you know why he or she is hesitating,
you can reply directly to that specific objection.
Here are seven common sales
objections you may hear during
the selling process, as well as some ideas on how you can overcome each one.
1.
Price
Example: "Your
services cost too much. I can get the 'same' service from someone
cheaper."
When the bottom line is
the biggest hurdle for a client, you need to help him or her justify the cost.
Try breaking down your total cost into smaller amounts that are attached to
smaller services so the client can see why your price point is what it is. And
make sure you focus on the unique
value of your products and
services that the client won't be able to get from any other provider.
2.
Complacency
Example: "I'm okay
with the way things work right now."
When complacency is the culprit, you can try to use just
a touch of fear to get the client to see why he or the needs to start thinking
about the making changing. Share some research about the competition and some
of the changes they have made in their businesses. There is often nothing like
a look at something your competitors are doing that you are not yet doing, to
move you to action.
3.
Fear of Change
Example: "I don't
want to change the way we've been doing things for 15 years. Too much can go
wrong."
Often related to complacency, having a fear of change
can make the decision-making process a difficult one for many business owners.
One way to overcome this objection is to demonstrate past examples of change
and how it was positive. For example, show the client a list of different ways
the industry has changed over the past 10 to 15 years, and how the potential
customer has adapted to those changes for the better. This can help him or her
be less fearful and more confident about changing things up.
Example: "It seems
like you know what you're doing, but how do I know you really have the
necessary experience to do this?"
Trust is something that takes time to build, so if it is
a hurdle for your potential client, you need to be honest and consistent across
the board to overcome the objection. Be forthcoming with information and share
testimonials, case studies and references that will take away some of the
uncertainty and give the client confidence in your ability to get the job done.
5.
Personal Politics
Example: "I told my
brother's friend's wife I'd use her company for my next project."
Sometimes there's not much you can do to usurp a family
connection, but you can get yourself in the position to be the next in line. If
this is an objection you're hearing from a potential client, think a few steps
ahead and show the client what you can do in phase two of the project or in an
off-shoot that will likely come about from the work being awarded to a family
member.
6.
External Input
Example: "I need to
run this by my wife/business partner/mentor before I do anything else."
This can often be a
positive outcome, assuming the client is truly consulting with others and not
just using it as an excuse. One way to make sure it doesn't end up as a
deal-ending sales objection is to attempt to stay in the process. Try
suggesting a joint sales meeting between the client and their
counterparts in order to answer any questions and help facilitate the decision.
7.
Timing
Example: "It's too
much for me to take on right now; I'm too busy; Call me again in 6
months."
If time management or lack of time is an issue for the
client right now, chances are it will still be an issue in six months or a
year. To overcome this objection, you need to make the decision to hire you an
easy one. Start by listing all of the benefits of working with you, outline the
value of the products and services you offer, and explain how easy it is to get
started. Make the decision to hire you a no-brainer and you will remove this
objection.
Keep in mind that your potential clients may have more
than one objection so it's important to be able to identify each one as you see
it occur. Once you know what is stopping the sales process, you can arm
yourself with the right arguments that will tip the scale in your favor.
Chris
Wilkinson.
Certified
Business Behaviour & Attitudes Analyst.
Business
Coach.
Tel:
(905) 275-2907 (Mississauga).
E-mail: buspilot@bell.net
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