“I can’t afford it”
“I don’t have the time to devote to this program”
“I need to check with my husband/wife”
95% of objections really mean:
I don’t trust that your product or service will fix my problem
I don’t see enough value in what you’re offering
People don’t buy ‘things’. They only exchange their cash for VALUE.
And unless they perceive that the value of what they’re buying is far greater than the cost... they won’t go ahead.
So to bring people to YES, you’ve essentially got to find ways to build their perceived value of your offer, OR reduce their problems.
Objections, handled correctly, are actually a fantastic tool to help facilitate this.
Here’s a few tips to get you started...
Objection handling 101
1. Seek them out with chocolate-addict enthusiasm
Don’t wait until the end of a call to ask for objections.
Look for them along the call, and expand on them in the spirit of open curiosity.
Your prospect will appreciate feeling listened to, and you can iron out any kinks in their thinking along the way.
2. Bring them up first
Pretty much everyone has at least one objection to ANY sale. And the more your offer costs (in time or money), the more objections people are going to have as they try to rationalise their decision.
Instead of hiding from the elephant in the room, bring it out! It’s there, and if you don’t address it, it will only get bigger.
3. Practice active listening
There’s nothing more off putting than being ‘talked at’ when someone is trying to sell something to you.
Lecturing your prospects will only leave them with a bad taste in their mouth as they run for the hills.
Instead, actively listen to them.
That means shutting up and asking plenty of questions to uncover their world.
That helps you get an understanding of how to reframe their objections in a positive way that they will respond to.
For instance, just say someone didn’t think they had the time to dedicate to your course, but you know their child is about to start kindergarten. You could help them see the possibility of spending an hour on your course while their child is away each day.
4. Don’t look at objections negatively
Don’t fear objections – they’re actually an indication of interest.
They’re your prospect letting you know they want to commit, but they need your help justifying the sale. Instead of freaking out when someone throws an objection at you, look at it as an opportunity to work through it with them.
Ultimately, sales isn’t about doing the ‘hard sell’ by talking up features and benefits.
It’s about diving into the world of your prospect and understanding what their perceived problems or challenges are.
Then presenting them with HOW your product or service can fix that, in alignment with their individual circumstances.
Doing this right eliminates 90% of people’s objections, because 1) it builds trust, and 2) it reduces their problem.