Objections are everywhere.
The customer is always rightit means you have to look for an approach.
Dealing with objections is a skill that a sales person cannot do without.
What it is?
Objection - these are the words expressed by the client (or even without them) of the client’s doubts as to the necessity, quality or fair price of the product offered to him.
For example, a buyer in a home appliance store is experiencing that the TV is actually Chinese assembly.
A bank customer may not be sure that he is offered quite favorable conditions for a new deposit.
What are the types and types?
The main types of objections:
- Argued, with a clear rationale. The client feels right. Most likely, has a negative experience associated with the use or purchase of the proposed product or service.
- Argued, without clear justification. The buyer has no personal experience in using the product. But he has information that makes him doubt the purchase.
- Unreasonable. A potential client does not name compelling reasons why he is not interested in buying. His goal is to politely refuse.
Types of objections:
- Unconscious. A person simply does not want a violation of personal space.
- Conscious. The client is inclined to make a purchase, but wants to get additional benefits (discount, gift).
How to work?
The technique of responding to objections depends on the type of product offered and on what is the form of communication - in person or by phone.
Development in sales of banking products
Example of work with the objection "high loan rate".
First of all, you need to give the client a say. The goal is to establish contact and understand what exactly does not suit him.
If appropriate, you can use active listening methods:
- Clearing - clarifying and leading questions.
- Rephrasing. The repetition of the words of the buyer in a slightly different wording will cause its location. For example, a client says: “I have already taken a loan from another bank, he didn’t bring anything to me except trouble.” Seller’s reply: “Did I understand correctly that the experience of cooperation with other banks disappointed you?”
The next step is to focus on the details.
purpose - to clarify the situation, so as not to misunderstand the buyer. Questions may be:
- “What loan terms would you find beneficial?”
- “Why would you need a loan?”
When the client cannot give a concrete answer, the seller has the opportunity to put forward their proposals.
After clarifying the details should find out how objections are reasoned. It happens that the buyer does not voice the real reasons for their personal reasons. Refinement examples:
- "If this condition were not, would you issue a loan?".
- "Is this the only thing that does not suit you?" Perhaps there are others? ".
A technique of joining an objection works well. His goal is to create a sense of mutual understanding between the seller and the customer.
You can begin to answer objections as follows.:
- "I understand your concerns."
- “It's good that you touched on this topic, and this is why ...”.
- A more detailed wording: “Anna Ivanovna, I understand your concerns, but, you know, the loan rate is a relative thing. Please note that we work without commissions. In addition, you can close the loan ahead of time, and interest will decrease. Agree, it is convenient? ".
After clarification of controversial points follows specific customer response. If this does not happen, you will have to return to clarifying the argumentation of the objections.
How can a sales representative fight objections?
For a sales representative, sales objections and answers to them consist mainly in correctly serving the benefits of their products.
Effective reception - create a feeling for the client (the same seller, merchandiser) that you are “in the same boat”.
The sales representative wants to sell, the owner of the store - the same desire.
First, a potential buyer must be heard. It is important to avoid embarrassment for having to object. Interrupt - is unacceptable.
Next item - partially agree and put forward their arguments. For example: "Your products are more expensive than other suppliers." Answer: "You are right, but note that the product is stored longer, and in the adjacent store it sells better than the goods of competitors."
Further objections, if they remain, are discussed and closed. Sometimes buyer makes rather strange claims. For example: "I do not like the packaging of the product." Answer: "Our product has several packaging options, we will select the one that will please."
Work with customers
If the buyer objects, but does not leave, he is most likely interested in the purchase. It remains to competently dispel his doubts.
Common Objections:
- Formal - “no money / time”. Technique of response: to draw the client's attention to the main advantages of the product, to offer favorable conditions. For example: “I understand you, you should not hurry. I just want to remind you that next week the price will increase by 10 percent. ”
- The buyer is not satisfied with the product or service. The factor that does not suit, can be any: type, color, terms of delivery. Technique of answer: to identify specific claims, focus on the merits of the product. For example: “We have a certificate and license for this product. In the guestbook many thanks from satisfied customers. Read.
- The client does not like the price. Technique of the answer: to give the value of the goods so that the buyer understands that the price for it is not only justified, but, perhaps, underestimated. For example: “Probably, you compare with a similar, but cheaper product. Please note that our product has more features and we provide a 3 year warranty. ”
Work with patient objections
Responding to patient objections is the responsibility of the clinic administrator. Customer doubts are most often:
- high price;
- doubts about the experience of doctors;
- unwillingness to undergo unpleasant procedures.
For example, the client agreed that treatment is necessary, but indicates its high cost. Response technique:
- Join the objection and destroy it: “Yes, a rather large amount will have to be paid for the treatment. But it can be divided into several months, and all the necessary examinations will be conducted free of charge. ”
- Think over for the patient plan of action: assign procedures at a convenient time for him, transfer and split the payment if necessary.
- Ensure that the client understands everything correctly and is satisfied with the conditions.: "You have no questions left?".
Scripts on the phone
Work method cold calls very few people like it, but do it. In this way, the client base expands most effectively.
A script is a script for an upcoming conversation. A successful script provides for all possible turns of the conversation, and ends with a consent to the purchase.
Cold phone calls - work with objections, ready-made scripts:
- Objection: "I already have a similar product." Answer: “I understand, but remember why you chose this particular product? So, in ours there are the same functions, and at the same time there are many additional benefits (listing). "
- Objection: "I do not need it". Answer: “I don’t have a goal to sell you something. Let's just share information that is useful to you. ”
- Objection: "I'll think about it". Answer: “I agree, you need to think about everything carefully. For now, let me tell you what benefits the offer will bring to you, and you decide whether to waste time. ”
- Objection: "Expensive". Answer“Yes, the cost seems high enough. But agree that the advantages of the product (transfer) justify the price. ”
Methods and techniques with examples
The most common and working methods of processing:
- Technique "And that's why ...". Customer objections tactfully close and focus on the benefits of the product. Example: "Banks in our country are working unstable, I do not trust them." Answer: "And that is why our bank guarantees an absolute return on invested funds."
- Sincerity technique. The task of the manager is to locate the client, showing sincere concern for his needs.
Chances are good that, in response, the buyer will also openly share his real doubts. In addition, a sincere seller is less likely to be suspected of being too willing to sell.
Example: “The project you are proposing does not suit me. Can I replace it? " Answer: “Of course. Just ask, please, what exactly do you like? I would not like to waste your time. ”
- A way to turn an objection into a question. The task is to replace the affirmative objection of the client with his interrogative sentence. It is easier to answer the question than to refute the assertion. Example: "The cost is too high." Answer: “High? Now you will understand what features of the product justify its price. "
- The technique of counter questions makes the client an ally. Answering questions, he unwittingly gives out information about the essence of his true fears. Example: "Why such a price?". Answer: "What cost would suit you?".
- Technique three "yes." The good old method implies that if the buyer has twice agreed with the statement, he will agree for the third time. The most important information should be contained in the third question. Example: “Tell me, do your employees often use ballpoint pens? Likely, they quickly end? Let's try to arrange a trial wholesale batch of our (wonderful, almost endless, multifunctional, etc.) pens? ”.
Algorithm of struggle: stages
There is a general algorithm for overcoming objections, consisting of 6 stages. It can be changed, supplemented and adapted to suit your goals.
First stage - pause. The client speaks, the seller listens carefully.
In the process, general questions and concerns of a potential buyer are clarified. You can not interrupt.
Second phase - use the technique of joining the objection: agree, mention personal similar experiences, show sincere interest.
Third stage - ask a few leading questions to clarify the essence of the objections.
Fourth stage - repeat what the client said in your own words. This will help strengthen the contact, will give the buyer to understand that he understood correctly.
Fifth stage - Capaciously answer all your questions.
Sixth stage - make sure that all objections are closed.
And finally: you do not need to fight objections. They must be overcome.
Training of work with objections in active sales:
