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52 53 54 55 56 What Is Your Attitude Toward Objections Why Prospects Object Two Types of Objections Techniques for Answering Objections Handling the Price Objection
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What Is Your Attitude toward Objections
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n objection is anything the prospect says or does that presents an obstacle to the smooth completion of the sale Objections are a normal and natural part of almost every conversation, not just in sales situations People just seem to enjoy objecting, no matter what the subject of the conversation might be Having seen deception, cover-ups, and dishonesty among the great and near-great, people do not readily accept what somebody says at face value anymore, especially if the person talking is a virtual stranger Purchases are more often than not made from a person or a company that is somewhat unknown A purchasing decision, therefore, feels like a risk To ease the fear of risk, people object or ask questions in hopes of getting answers that will convince them that the buying decision is in their best interest
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Objections Show Interest
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Professionals look positively at the objections prospects offer Objections move prospects nearer to the close and reveal what they are thinking Sellers who are never forced to deal with objections are just order takers Your success in selling depends on how you deal with objections View objections as opportunities to rise to your highest professional level, not as insurmountable obstacles that you will inevitably fail to climb An objection often reveals the key to a successful sale
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If the prospect has been properly qualified as a class A prospect, objections are really buying signals Offering an objection is another way for the prospect to say, Here are my conditions for buying, or I want to buy as soon as you give me a few more facts or reassure me that buying is the smart thing to do Because an objection is a request for more information or for reassurance, it should be viewed as an opportunity and not as a problem
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Welcome Objections
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The truly serious problem is the prospect who never raises an objection or asks a questions Then you have no way to discover when to close or what is blocking a buying decision Welcome all objections They are the verbal and nonverbal signs of sales resistance that give you the chance to discover what the prospect is thinking They are leverage for closing the sale
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Objections actually indicate that the prospect is interested in your proposal Statistics show that successful sales presentations, those that end in a sale, have 58% more objections than those presentations that are unsuccessful Most qualified prospects raise no objections to a proposal in which they have no interest They just wait and say no
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rofessionals suggest that the sale does not begin until the prospect raises an objection Objections may be real and logical, or purely psychological
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Psychological Reasons for Objections
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Much sales resistance is largely psychological:
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Dislike of making a decision Reluctance to give up something familiar Difficulty of changing habits or procedures Unpleasant associations with a particular company or sales representative Resistance to domination (symbolized by accepting the seller s recommendations) Perceived threat to the self-image Fear of the unknown
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Psychological resistance must be handled through anticipation and preparation ahead of time
Logical Objections
Consider the possibility that the objection arises from one of these three logical sources:
A portion of the presentation was misunderstood Usually the prospect lacks knowledge about the product itself, the
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seller, or the company The seller must accept responsibility for this type of objection and learn to do a better job of relating benefits to the prospect s needs The prospect is not convinced Professional selling is believing something yourself and convincing others If the prospect is not convinced, the seller has produced too little evidence to establish credibility in the prospect s mind As a result, the prospect hesitates to buy Objections are often an attempt to gain more evidence to support the seller s buying recommendations Evidence is justification for the emotional decision the prospect is struggling to make The prospect has an underlying hidden reason to object Sometimes the objection voiced is not the real one Perhaps the prospect does not wish to share some information with the seller Answering this type of surface objection without probing for the underlying reason results in additional surface objections and consequent postponing of a buying decision