Selling: Dealing With Objections

Handling objections is an area where many salespeople panic. It represents conflict and conflict is never pleasant. However, you should realize that an objection is an opportunity to move closer to closing. When a prospect gives you an objection to your product, he/she is demonstrating an interest--actually a fair amount of interest if the objection can be overcome.

There are two ways to handle objections: before they come up and as they come up. Let's talk about handling them before they come up. Supposing you know that your product is priced higher than the competition. It would be foolish to be nearly closing a sale without having dealt with that issue. If it will be a deal breaker, you should deal with it up front with a comment such as, "We are aware that we are not the least expensive product on the market but we are confident that the quality adds value. I assume you feel the same way." Dealing with the value instead of price early on heads off the possibility that this may come up as a surprise later. You should use this same technique on any feature which you think might derail your sale. Decide when and where to deal with the issue, but by all means, do not wait until you're ready to consummate the sale.

Objections which come up during the presentation are actually an opportunity for you to explain your product benefits again. It also alerts you to areas you need to deal with in order to lock in the business. The trick here is to keep from sounding defensive, and instead to ask questions and probe the prospect's concern about this issue. Ask "Is this an area that is critically important to you?" or "If this issue could be resolved to your satisfaction, would you be ready to move ahead or are there some other things I need to work on as well?"

Dealing with objections head on and straightforwardly will always be the best policy.