The Upswing of Objections
By Steven J. Schmidt
Objections are the hardest part of making a sale. If you ask any salesperson, they will confirm that. One reason objections are so hard for sales people is because the customer puts up a wall or a barrier, which makes it harder for you to explain to them why they should buy whatever it is that you're selling.
Whenever people are faced with objections in the wonderful world of sales, they must overcome them quickly. You have to appear genuinely confident to the customer so that they feel comfortable to buy your product or service. A customer will usually know when you're not be honest or genuine. They will sense that so fast, that if, for example, you're selling door to door, you will get the door slammed harder in your face than a burglar would. Now, I know that seems quite extreme, but the point is that you have to be so well prepared in your objections that you could answer them in your sleep.
Another reason objections are difficult is because most novice salespeople (and some veterans) fear they will not be able to overcome objections. The fear simply comes from not having confidence in yourself. When a person lacks confidence in sales, no matter what they're selling, they will not succeed. Period.
When a customer gives you an objection that you're not confident in overcoming, it'll surface instantly. You might stutter over your words, which is a sign of uncertainty. You may say something to the customer that isn't true.
Imagine if you're selling encyclopedias to libraries, and the librarian asks you, "Wouldn't it be cheaper for our customers to now look up all of their information online, as opposed to searching through the hard copies?"
If you're not confident in overcoming that objection, you may then start getting nervous and stutter, "Um, well, I think, no, it's not cheaper," giving her the wrong information. The worst possible case scenario would be to lie. Nobody, let alone a customer, likes someone who lies to try and get what they want. When you're faced with an objection you don't know, you have to say, "I do not know," or "I can find out for you, please give me a second," to name a few responses.
You have to look at objections as challenges because that's exactly what they are. They are roadblocks that people are throwing at you to test you. However, as long as you know your information, you'll be fine and you'll show the potential customer that you know the information that goes along with the product or service that you're trying to sell.
This is why you should practice answering objections constantly, especially the ones that give you the most trouble, so that you're sharp when someone gives you an objection to overcome. Additionally, the more objections you overcome, the more money you'll be putting into your pocket.
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