Business Operations

Olsen on Sales: Overcoming Objections

The highest level of sales on the emotional side of the skill set is the positively assumptive attitude (without arrogance). A relaxed and professional approach puts the customer at ease and makes them want to buy from us.

The highest level of sales on the emotional side of the skill set is the positively assumptive attitude (without arrogance). A relaxed and professional approach puts the customer at ease and makes them want to buy from us.

Because we do get some rejection in sales many sellers start to expect the “NO.” They are negatively assumptive and transmit this feeling to their customers, which is easy to say no to. Their attitude invites and then receives poor treatment. Other sellers are so nervous they make the customer nervous.  Lastly there is a small percentage of sellers who are too aggressive, which sends the “I don’t care about you; all I want is the order” message, which is also easy to say no to.

Overcoming Objections – The Preparations

Master Sellers are not just “quick on their feet” with the “gift of gab.” Although this may be true, they also anticipate and prepare for objections. Preparations:

  1. 1. Emotional preparation. Master Sellers maintain their confidence and relaxed, positively assumptive tone throughout the call. Many sellers are charming until the business piece of the conversation starts, then they freeze up. Master Sellers have the “spirit of the positive” in their tone. “Of course, Susan, two great lumber people like you and I are going to figure out how to put this together.”
  2. 2. Anticipate objections. Master Sellers anticipate their customers objections thus are prepared with an answer for any and all objections that come up.
  3. 3. More good reasons why. Master Sellers load the gun.  They have multiple reasons what they are promoting is a good deal. They use some of these reasons on the initial close then hold back more reasons to overcome the objection. If we can only come up with three good reasons to buy, we can use them in the beginning and repeat the same reasons again while overcoming the objection.

Overcoming Objections – The Pattern

Overcoming objections and closing is the highest level of sales on the technical side of the skill set. Few salespeople ask for the order. Even fewer ask for the order and overcome objections. The pattern for overcoming objection:

  1. 1. Do not make a sound while the customer is talking.Let the customer completely finish their objection, wait a full two beats before talking. Often customers will start up again with the real objection. In addition, pausing at the end of the objection makes the customer feel listened to and understood. It’s difficult to change minds, but if our customer doesn’t feel listened to and understood, it’s impossible.
  2. 2. When the customer is finished we say, “I totally understand how you think the price is too high, and I agree with you that it could seem that way, but let me give you a couple reasons it is justified in this instance.”

 

Overcoming Objections and Closing

After the initial pattern, we give three to five reasons to buy and finish by asking for the order. Examples:

Customer: “Your price is too high.”

Us: “I totally understand how you think the price is too high and I agree with you. Two days ago it was too high, but let me tell you why we need to pick this up now: (1) This is the stock you like. (2) This is the tally we can never get. (3) The market has come off $100. So, let’s put two of these on.” (Don’t leave this part out or it’s not a close!)

Customer: “I’m not moving a thing right now. Call me next week.”

Us: “I totally understand how you don’t want to buy when stock isn’t moving and I agree with you. Normally we shouldn’t buy when things are slow, but that’s exactly why we should buy: (1) Everyone is holding off, but they’re still selling. (2) The market has come off $130 on that item. (3) We are at 3% of record lows on it. (4) The spreads are so out of whack this item will have to go up soon. (5) You will be busy in 45 days. So why don’t put on at least three?” (Don’t leave this part out or it’s not a close!)

Add to your bottom line: start overcoming objections today.

James
James Olsen

James Olsen is the founder of Reality Sales Training, Portland, Or. After 20 years in sales with Nike, North Pacific Lumber, and Forest City Trading, in 2001 James started his own sales training business, devoted to helping companies and individuals achieve rapid sales growth. Contact him at (503) 544-3572 or james@realitysalestraining.com.

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