"Handle Objections in 3 Quick Steps"

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You've just finished a dynamic and exhilarating sales presentation, complete with documentation and testimonials. All that's left is the signing of the purchase order.

Then, oh no!Here it is-the dreaded objection!

The potential customer has an issue that he or she wants to resolve before agreeing to purchase. What now? Do you immediately refute the objection? Do you try to convince the prospect of the invalidity of his or her claims? Do you throw your hands up, give up, and storm out the door? No, you quickly decide the account is worth all the effort.

You're determined to handle and resolve any objections. What is your next step? ACKNOWLEDGE THE OBJECTION Communicate that you understand your prospect's position. Convince the prospect that you realise he or she has an objection and that you must present a solution before you can complete the sale.

You might say:

1. "I understand your point of view."

2. "I appreciate your concern."

3. "You are not the first person to present that objection."

4. "I understand why you might feel that way."

RESTATE THE OBJECTION Ask questions and pay close attention to your prospect's responses. You want very accurate information to allow you to provide a possible practical solution. Repeat the objection back to the prospect, and ask the person if your comprehension is correct. To keep communication flowing, you can say:

1. "I think I understand." "Is this a correct explanation?" "You feel that…."

2. "If I am clear about the issue, you think that…."

3. "I'm not sure that I completely understand. Can you tell me about...?"

4. "Can you further explain about…?"

5. "I understand that reason for your comments. Are there more?"

6. "What other options are you considering?"

DEFINE THE OBJECTION

Now you can pinpoint the reasons for the objection. Once you acknowledge and summarise the problem, you can narrow the scope of the issue and determine the source. For further definition, you can say:

1. "How have other salespeople offered to solve this problem?"

2. "I'm still unclear about…. Can you elaborate on what you've told me?"

3. "What are you currently doing to handle this situation?"

4. "Why can't your current supplier resolve the issue?"

5. "What is your next step?"

6. "Where should we go from here?"

Handling objections properly will help build rapport and establish strong business relationships. You may not resolve every problem and close every sale, but you will increase your communication with your customers and maintain a successful selling career. DARYL ALLEN is a frequent contributor.

  "fortune favours the prepared mind"