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Thinking Partner Selling™ Sales Tip
Countering Objections
A list of pros must outweigh a list of cons if an individual is to make a purchase. As sales representatives, we see countering objections as a key factor in making any sale. Here are some tips.
1. Embrace the bad news
Embracing bad news means showing an understanding of a prospect’s objection and expressing empathy about the obstacle he or she faces.
2. Make sure you understand the TRUE objection
Do you really understand your prospect’s objection or is there a solvable aspect to the problem that you have not yet uncovered? In order to discover the true meaning of the objection, utilize the open-ended question technique. This means you ask questions that open the floor for the other person to tell a story about his or her problem. Here is an example:
Objection: “I am not ready to move out of my house [and into a CCRC].”
Question: “What about moving out of your home has you feeling “not ready”?
Prospect response: “Well, there are a ton of furniture and valuables that will be very difficult to move safely. My son is also very busy and cannot help me package everything and I am not sure that I can do this myself. I also love going to my church on Sunday. I have a great group of friends there and it is very close to my home. Lastly, I have a dog named Scooter who I love and do not want to give up.”
Sales counselor response: “There are moving services that are very affordable and do a great job of moving valuables safely. They even pack your boxes for you and then unpack your things once you are in the community. We also have a shuttle service on Sundays that can bring you to and from your church. I will check into the possibility of having Scooter live in the community, but based on previous experiences, pets have been welcomed in this community after getting standard shots.”
In this example, the open-ended question technique helped both the sales counselor and the prospect to clearly define the problems that must be solved. By understanding the exact reasons for the prospect’s objection the sales counselor could introduce ideas that would help alleviate her reservations.
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