In a face to face or telephone presentation something that is going to shake the confidence of an unprepared marketer is the objection.

No matter how well trained, the knee-jerk reaction when faced with an objection is to answer it. It is almost as if a challenge has been issued that the salesperson needs to erradicate before he can go on with the presentation. Anyone rising to such a challenge will, eventually, lose.

It is very important to understand that objections are not bad news and they don’t necessarily indicate that the prospect will not buy. What they do indicate is that the prospect does not understand something, needs a little time to catch up with you or simply needs to be convinced of something.

Learning to read an objection, to discover why it has been raised at that particular point, is as important as knowing how to handle it. A good rule of thumb when faced with a little recalcitrance is to ackmowledge it and ignore it. Saying something like “I’m glad you said that. I will cover that shortly” will get you past the initial incident and, if you build the rebuttal into your presentation (it may already be there) the objection will be over-come.

In most situations, an objection is not an objection until it has been raised twice. By ignoring the first time and building the answer into your presentation, you can prevent the second time.

This is very important for two reasons:-
If you answer the objecion straight away
1 – you allow the prospect to gain control of the conversation and
2 – you confirm that the objection was valid and fix it in the prospect’s mind.

Treat objections as buying signals.

Try to work out what the prospect is trying to tell you that he wants.

Powered By WP Footer