Are you overcoming their real objections? If not, you won’t get the sale!
One of the trickiest parts of a sales conversation to navigate can be the objections. You’re motoring along, everything seems to be going well, and suddenly you’re met with resistance.
Resistance manifests in more than one way. If it was as simple as someone verbalizing ‘Sounds good but what will this cost me?’, overcoming the objection would be simple. But often resistance is unspoken.
Here are some different styles to be on the look-out for:
Silence. You feel like you’re doing all the work. The prospect has clammed up while you keep adding in facts to try and prove yourself.
Short answers. Their tone of voice and body language are telegraphing doubt or skepticism, but they don’t articulate that. Instead, you get ‘Yup’, ‘Right’, ‘No, no, I get it’.
Chipper agreement. Your Prospect’s words don’t match the energy they’re putting out. They say things like ‘Absolutely!’ ‘Good point.’ ‘You’ve given me a lot to think about’. They seem to be agreeing, but they put you off when you suggest a next step.
In each of these cases you’ve come upon a hidden objection and if you don’t unearth it there will be no sale. Let’s crawl inside your Prospect’s mind and look at a few of the most common objections that they won’t say out loud!
Their inside thoughts:
‘I’m not comfortable with you.’ Your Prospect seems attentive when you’re talking about the nuts and bolts of your plan, but remains aloof. This probably means that you haven’t spent enough time building genuine rapport. They don’t trust that you actually care about them; they think you just want the sale.
‘Maybe someday, but not today.’ They get the logic of what you’re saying but it doesn’t feel urgent. They come off as indifferent. This means you haven’t created a compelling reason for them to act now.
‘I can do better.’ The Prospect’s eyes light up when you present a good strategy, but they don’t want to move forward. They may doubt your level of expertise.
‘I have an axe to grind.’ They seem irritated and impatient during your meeting and you can’t figure out why. They may be holding onto resentment from your earlier communication or from a bad experience someone they know has had with you or your firm.
Each of these unspoken objections is a barrier to your getting the sale. To move forward, you have to bring the hidden objection out into the light so you can deal with it. But because of political correctness or not wanting to hurt your feelings, they are unlikely to verbalize what’s going on without some encouragement.
When you take the lead you position yourself as confident, professional and welcoming.
It starts by simply asking: ‘ I sense some hesitation. What are your concerns about this?’
Then listen respectfully and validate what you hear. Be sure and check your own defensiveness at the door. Remember, uncovering their real objection is a win. Even if it isn’t pleasant, you are having the real conversation. You are far closer to the sale now than when their concern was underground.
When you uncover the real reason for their resistance and respond with warmth and professionalism, you will earn their trust and respect…and more often, the sale!
And remember… Speak from the heart. It’s good business.