Successfully Dealing with Deadly Objections

Even though people can be ready to buy — they won’t — until they feel you’ve successfully dealt with their objections. Objections aren’t caused because people don’t want to buy. In fact, most objections are actually buying signals in disguise.

When an objection is raised, people are usually saying, “I’m interested in buying, but before I do, you must either 1) review the value 2) reassure me I’m doing the right thing by acting now or 3) show me again how I can afford it, or can’t afford to be without it.”

The core elements in successfully dealing with objections are 1) selling, not bidding 2) being accepted as the customer’s consultant 3) having the best solution to the customer’s problems, and a desire to help them own that solution. Remember, the purpose of dealing with objections is to help people make a wise buying decision, not pressure them into buying something that is not in their best interest.

To help you successfully deal with deadly objections, find the objection(s) you typically hear, and follow these steps. If you’ve provided the core elements above, steps 1 or 2 may be all you need to successfully secure the sale.

Your price is too high.
Welcome price objections. People who are not interested in buying don’t voice price objections. Remember, it’s not a money problem, it’s a value problem. If people want the value, they’ll usually find the money.

Step 1 Review the Benefits
Because most people start out looking for the low-cost-minimum-solution, price objections should be looked at first as a request for assurance and an invitation to pour on more value. Start by reviewing what the customer told you they want, need and desire. Next, review how the benefits of your solution satisfies each of the customer’s needs. Finally, detail how your value far exceeds the price.

Step 2 Reduce or Eliminate Risk
Show how added price equals reduced risk! Keep your focus on long term. Show how your company’s experience, license, insurance, warranties, maintenance agreements, guarantees and employees’ training reduce or eliminate customer’s risk.

Step 3 Determine Other (Real) Objection(s)
Ask, “Do you mind if I ask … aside from price, is there anything else causing some hesitation?” Give customer time to answer. If you’ve approached the sale as the customer’s consultant and built a high level of trust, they will be open without feeling pressured.

We can’t afford it.
First, determine if the problem is 1) ability to work cost in their budget (monthly payment) or 2) need to find the money (financing options).

Step 1 Ask, “I can appreciate that . . . is the monthly payment the concern?”
If monthly payment is the problem, review Net Cost.
(Solution Cost – Solution Savings = Net Cost)

Step 2 Review Purchase as an Investment
“After your new system is paid for, what will you do with the extra money per year you’ll save?”

Step 3 Help Them Find the Money
If they don’t have the money, let them know many of your customers didn’t have the money either. Show how your financing program(s) can make their new solution very affordable.

Step 4 Compare to Your Lower Priced System
Comparison can increase the value of your “primary solution.“ Many times, the actual monthly cost (finance cost + operating cost) of the lower priced system is more. If your system costs more, break it down to pennies per day and review the added comfort, better warranty, longer maintenance agreement and more peace of mind the higher priced solution provides.

Step 5 Lower Value
The last step is to remove value to make it affordable. One at a time, deduct the cost of a feature that provides an important benefit the customer wants. Many times, the customer will sell you, by explaining why that item must be included to get the benefits they want.

We need another bid.
The reason people believe they need another “bid” is to be assured they are getting the best value for their money.

Step 1 Review Customer Designed System
Review the benefits the customer designed into their solution when they answered your questions about comfort, savings and value. Once they have ownership of “their” system, help them understand they can only buy it from you.

Step 2 Review Your One-of-a-Kind System
Explain that with your installation expertise and ability to mix and match equipment and accessories, it’s impossible to find another firm that provides the same customized system and value you do.

Step 3 Review What Others Have Done
Deflate with empathy. Many of your customers felt the same way they do. Show testimonial letters and other hard evidence to back up what others say about the wise decision they made buying from you.

Step 4 Provide an Off-the-Shelf System for Comparison
Allow your customer to compare the system that best meets their needs to your standard system, without the additional benefits the customer wanted. Comparison allows customers to assure themselves they will get the best value for their money from you.

Most objections are raised, not because a customer doesn’t want to buy, but because they need more information or reassurance of value. Once objections are handled and the customer 1) wants your solution 2) believes you offer the most value for their money and 3) sees how they can afford it, they’ll buy from you!

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