Understanding & Handling Objections Part 2

There is a difference between an objection and a condition. A condition is a valid reason why the customer cannot make the decision to buy now. An objection is a request for more information. A customer will not waste their time objecting to small things unless they’re seriously considering buying your product or service.

Here are some examples of conditions:

§  Doesn’t qualify for credit.

§  Buyer not in.

§  No funds in the current budget.

§  They have a contract in place with an existing supplier.

Price is not a condition, it’s an objection!

To test whether it is a condition or an objection, treat it like an objection. Give more information. Break it down. If it does not break down then accept it. If you encounter a genuine condition, find someone else to sell to! But don’t give up too soon.

If no condition exists and the customer does not buy from you, you’ve done something wrong. There are too many salespeople who give our profession a bad name because they don’t give their customers what they want. They end up wasting the customer’s time.

Some salespeople buckle when they hear an objection. They hear one objection to their product or service and they give up. But it’s not the salesperson that loses out; it’s their company and more importantly, their customer. It’s your job as a salesperson to ensure that the customer gets what they are looking for. If your customer is using other products or services similar to yours then they do have a need for what you are offering.

Sometimes when I tell people I’m a Sales Trainer, they look at me like I’m doing something bad. Selling is an honourable profession. We help customers to benefit and grow by giving them expert advice. And part of that expert advice is handling objections. Most sales people sit and wait for things to happen instead of making them happen.

They give up at the first sign of an objection and the customer ends up walking away without the product or service they were looking for. I want you to make a decision now; that today is the day that you no longer give up when hearing an objection.

Decide now that you will take this material and practice it and make it yours. And you will look forward to getting objections from your customers, because objections are essential to closing. The only way you can get the YES’S from your customers is for them to give you the NO’S! Look at an objection as being like an apple. When a customer raises an objection, it is not the real problem. Like an apple there is a core. Your job as a professional salesperson is to find the core, not to deal with the apple. Cut through the objection and get to the core of the problem. Ask questions.

When a customer says, “Everything is OK, but the price is too high.” What they are really saying could be:

§  Someone else is cheaper.

§  It’s more expensive than I thought.

§  I can’t afford it.

§  I want a discount.

§  It’s outside my budget.

§  I’m not really the decision maker.

They could even be thinking to themselves,” I don’t want it” A professional salesperson follows the rules for handling objections.

2 Don’ts and 1 Do

Don’ts

§  Don’t argue – If you make yourself right, you make them wrong.

§  Don’t fight their emotions; the climate is very wobbly right now.

An objection defines the customers area of interest. When they raise an objection, that’s the point they’re most concerned about. If the customer objects to the price, then price is their main concern. If the customer objects to the insurance, then insurance is their main concern. If the customer objects to the delivery time, then the delivery time is their main concern.

Do

§  Do lead them to answer their own objections.

When you hear an objection, stop and think! This is an objection and I must lead them to answer it. Don’t assume you understand the objection. Most buyers have certain reflex objections. A reflex is something you do without thinking.

There are buyers who have objections they don’t even think about.

-              I’d like to think about it.
-              We never decide straight away
-              I want to get other quotes
-              Give me your card
-              Let me go over it and I’ll get back to you.

 These are reflex objections.

You need to follow a set of steps to effectively handle an objection:

1.      Hear them out. Listen with your ears and mind. Don’t just be quite while you plan your next answer. Most salespeople hear the first three words of an objection and believe they know what the customer is going to say, they jump in and interrupt the customer. Sometimes we even give an answer to an objection they hadn’t even thought of yet.

 2.      Agree with the thought behind the objection. Don’t agree with them (Sympathy) agree with the thought that led to the objection (Empathy).

 3.      Feed it back. Ask the customer to elaborate, to give you more information. “It’s too expensive” – “It’s too expensive?”"I want to get other quotes” – “You want to get other quotes?” Very often when you use this technique they’ll end answering their own objection.

4.      Question it. Take bites out of the apple to get to the core. Ask questions to find out exactly what the real objection is. They have to tell you more about the objection before you can decide on how to overcome it and close.

5.      Answer it. Use a technique of steps once again. Do it on purpose. Take your time, don’t rush or get desperate. You’ll say the wrong thing and blow it.

6.      Confirm the answer. “That clarifies your query doesn’t it?” “That settles that doesn’t it?”

“Well, that sorts that out doesn’t it?” “That answers your question doesn’t it?”

These are the words you use to “change gears” to move on to the next close. When you handle objections in this way by using a definite set of steps you’ll succeed more often.

29 Sales Thoughts for Every Day

1.       Start every day with "drive" and "enthusiasm". You'll feel better and so will your customer. You'll do more with less effort.

2.       When you sell, don't concentrate on price; rather concentrate on selling the benefits of your product or service. Show the customer what it will do for them after they own it. That's what they're interested in. Focus on getting the customer to experience “Good feelings” during the sales process.

3.       Remember that it is your job to build a "permanent customer" rather than a one-time sale.

4.       Use questions, frequently, in your sales presentation. Find out exactly what the customer wants before you start selling.

5.       Appeal to emotion and sentiment more than logic. People have a softer spot for emotion. Customers make the decision to buy emotionally and will defend the sale afterwards with logic.

6.       Talk in the "customer's language". Don't try to impress them with your learning or superior knowledge. It gains you nothing but resentment.

7.       Be a "good listener" as well as a good talker. NEVER INTERRUPT THE CUSTOMER!

8.       Don't argue with the customer even if you feel you are right. You may win the argument but end up losing the sale.

9.       Develop a resourcefulness to meet any new or unusual situation. Be proactive, quick thinking and daring. Originality and judgment are your measure of ability.

10.     Never take a "no" altogether seriously..... Unless you're sure it is "NO". Keep on working out alternatives. “No” is usually only “No“at that moment, but in 3 months it could be different. You never know when the situation may change and could miss out on the opportunity to sell if you don’t follow up regularly.

11.     Good sales people are enthusiastic, energetic and committed people. They enjoy interacting with other people and being of service to their customers. Are you a "good" salesperson?

12.     Use humour carefully. Don't ever let it get out of hand.

13.     Temper and temperament have no place in selling. You may feel better to get it off your chest but you will regret your action when it's over. There is no second chance to correct what you've done.

14.     "Selling is communicating". Your presentation must flow in words that are believable and you must paint a graphic picture of your company, your product and the service you offer.

15.     Be presentable, it's expected of you.

16.     Set a high standard of courtesy. Be natural, being false repels the customer.

17.     The true raw material of selling is people, not goods or services. Be curious about people, types, temperaments, psychology. Learn the differences and you'll learn to be at ease with them..... how to lead them and satisfy them.

18.     Be aware of timing. Knowing what to say and when to say it could be the difference between success and failure.

19.     While it is true that showmanship is part of salesmanship, don't become too dramatic and get carried away.

20.     Stick to the facts. Some "puffing up" is useful, but the "whole truth" is more convincing. Be prepared to back up what you say.

21.     Know in advance, the possible objections your customer may have to the goods or service you are selling and be prepared with practiced responses.

22.     One of the biggest mistakes made by salespeople is not knowing when to close the sale. Many sales are lost because the salesperson can’t or won’t close.

23.     Some people say that those who go into selling do so because they have failed at other jobs. Don't you believe it! Selling is a proud profession which calls for greater qualities and abilities than required in most other professions. Few professions are more interesting, challenging or rewarding.

24.     Never be afraid of making mistakes in selling, see it is a necessary learning experience.

25.     In selling never make snap judgments. They have a way of snapping back at you later.

26.     Don't underestimate your abilities. You can rise to almost any occasion you choose if you have the desire to do it.

27.     Improve your knowledge and skills on a regular basis. You have 5,000,000,000 brain cells, each one capable of comprehending and storing a thousand ideas. How many have you picked up and stored recently?

28.     Never prejudge. Don't underestimate the customer. They may be smarter than you.

29.     Above all remember ......NOTHING EVER HAPPENS UNTIL A SALESPERSON SELLS SOMETHING!!!

Should you wish to find out more about Ray Patterson, visit www.raypatterson.co.za.

What some of my clients have said about me

“Ray is a consummate professional. He is passionate about sales and bringing the best out of people. He has a broad base of knowledge and is able to easily share this knowledge. I highly recommend Ray Patterson"

Richard Riche - One Clear Message

Top qualities: Great Results, Expert, Good Value

“Ray is very enthusiastic, interesting, entertaining and his training is very captivating. His RAP Selling course would be highly beneficial to any sales team. His presentation is excellent. The training is well prepared, easy to grasp, I would attend Ray Patterson's sales course again and I would strongly recommend him to any sales training.”

Deidre Tavares – Athena Advertising

Basic Sales Training

If you are looking for top basic sales training and sales management training and sales motivation, you’ve got to consider a Ray Patterson Programme. Ray’s programmes are jam-packed with more than 40 years of his battle-tested sales techniques and strategies.

“Ray Patterson is the salesman’s salesman. His enthusiasm, knowledge and drive to ‘inspire a professional sales attitude’ is a must if you are considering a sales speaker for your conference or want to send your team on training,” Jacques de Villiers, creator of The Architecture of Selling System.

Jacques de Villiers – Mindtrust marketing

“On behalf of UPSA-SA I would like to thank you for the interesting and inspiring presentation given to our members on 10 February 2011.
“Loved the presentation. We need people like this to remind us why we love selling. We always need motivation”

“Ray’s presentation was excellent. He dealt with the important basics, stuff we have forgotten and need to keep top of mind at all times. Informative.”

“Ray was informative and with good ideas.”

“Presentation was succinct and powerful. Could have listened longer.”

“Short, to the point and very appropriate.”

“Ray’s presentation was excellent, the market needs this, the market needs Ray”.

“There is no doubt that you deliver a challenging and enthusiastic presentation, which is particularly motivational for people in sales. Thanks for your passion”.We believe that you had a great impact on the audience and the motivational message to the group was certainly what all salespeople need to hear.I often gauge the success of our meetings based on the member comments, and without exception they all enjoyed the evening. The feedback from our members about your talk was extremely positive.”

Nothing Happens Until a Sales Person Sells Something

I have been in sales all my life. I have been there and done that! From corner to corner Cafe salesman, to top level key accounts salesman, to commission only home improvement salesman to business owner. He has carried the bag and understands what it takes to be a Professional Salesperson.

I believe that Selling is a simple business — simple— but not easy.

Simple; in the sense that we don't have to study like Lawyers, Doctors, Engineers and accountants. Simple; in that all people make the decision to buy based on an emotion, not logic.

Simple; in that if you understand and stick to the basics, you will succeed.

Not easy; in that it requires dedication and commitment.

Not easy; in that you have to see the people, you can't sell from the office.

Not easy; in that you have to handle rejection and not take it personally.

Not easy; in that Selling is not a team sport, it's all up to you and you alone.

When you are in front of the customer, face to face, it's all up to you!!!!

Everyone is depending on you, your company, your customer and your family.
Some sales trainers complicate things unnecessarily. Too many skills, too many systems, and too many things that keep you in the office doing admin instead of doing what you should be doing.

Selling; face to face selling!

As long as you sell to a "People" the simple basics of selling will work.

Selling is a process and as long as you follow the logical steps, you will be on your way to becoming a Sales Professional.

"I hate the word REP!" Rep is short for representative; a representative represents their company and does not sell. Anyone who is responsible for getting their companies products or services sold to the customer is a Salesperson, someone who uses skills and techniques, someone who makes things happen, someone who deserves recognition and someone who should not be called a REP!
A Professional Salesperson is Responsible, Accountable and Proud — A "R.A.P." and not a REP!

You are Salespeople, be proud of it and insist on being called Salespeople!

Should you wish to find out more about Ray Patterson, visit

www.raypatterson.co.za.

Interested in booking Ray for Training, a Keynote Presentation or as a Conference Speaker?

Are you a Sales Manager or a Sales Damager?

When salespeople are not selling; - look to the Sales Manager.

When they are not motivated to see customers; - look to the Sales Manager.

When there is no enthusiasm in the team; - look to the Sales Manager.

Sales Managers don’t look to themselves in these cases, they blame the Salespeople and the Salespeople blame the Sales manager.

 
The other evening, after a talk, a Sales Manager came up to me and told me that they were having a real problem with their Sales team.  “They are just not performing” “They are not motivated” “I talk but they don’t listen” “There is no drive, no commitment, nothing happening”

Now, all of what’s missing in this team is actually missing in the Sales Manager!

 
It all starts with the Sales Manager.

This particular person who told me this has been with their Company for over 30 years and has been the Sales Manager for just over 20 years. They have been doing the same old thing over and over and are now wondering why it’s not working. The answer is simple. The enthusiasm has died. Not the Sales people’s enthusiasm but that of the Sales Manager! It’s not the Salespeople who are bored and have no drive, it’s the Sales Manager.

 
Only when Sales Managers understand that the success of their team is their responsibility, will they  start to make some headway to improving the situation.
 
The Sales Manager first has to manage and motivate themselves before they can manage and motivate the team. 
 
When the team is motivated it’s not a new light that’s been turned on. It’s a light that was always there and will continue to be there. But it needs the switch to be flipped before it comes on.
 
“That makes sense but how do I do that?”
 
By sticking to the simple basics of Leadership and Motivation and using “The 6 key elements” to keeping the Sales team motivated.

1.      Provide inspiration. 2. Build positive attitudes. 3. Show recognition. 4. Goal setting.

5.    Motivation. 6. Build team spirit and create fun.

Yes, Enthusiasm and Excitement are what the Salespeople need more than any skills training. They need to be reminded of the basics but most importantly, they need their enthusiasm ignited.

 
Enthusiasm is everything in Sales!
 
When Salespeople are enthusiastic and excited about themselves and their profession, they will start feeling motivated and look forward to getting out there and seeing their customers.
 
Skills or no skills, this is what makes Salespeople successful. When Salespeople are Enthusiastic, nothing will stop them.

The customer can’t help getting enthusiastic as well, it rubs off on everyone.

 
Only when Sales Managers accept full responsibility for their team’s performance, will they realize that the buck stops with them.
 
They need to be the Role Model, the Manager, the Leader and the Coach; all in one. They make it happen!
 
They set the tone. That’s their job. They get results through their people. Their success depends on the success of their people. They need to manage less and LEAD more!
 
A good Sales Manager spends less time in the office analyzing everything and playing with numbers and spends more time out in the field with his salespeople and their customers.
 
“Our sales are down. If we increase the call rate by 10% and close 1 in 4 instead of the current 1 in 7 we will achieve target”  This may be the answer (On paper) but how do you achieve it? What has to happen to increase the call rate and closing ratios?
 
The Salespeople must WANT to achieve this. The Sales Manager has to sell the idea to the Salespeople. They have to get buy in from the team and this is where good leadership comes in. Only a good leader can get the team to work together to achieve a common goal, budgets, the sales targets etc.

It is at this point where the Sales Manager usually fails. They stay in the office and spend their time analyzing numbers and coming up with all sorts of solutions – only on paper.
 
A good Sales Manger will get out of the office and lead by example. They will spend a full day working with a Salesperson, finding out firsthand what the problems are and how to fix them. They need to speak face to face with their customers to gain information that will help them to come up with ideas for increasing sales.
 
By doing this they will get  respect from the sales team and will get support for their ideas to increase call rates and closing ratios because they are talking from the point of being there and experiencing the situation first hand.
 
YOU CANNOT MANAGE OR LEAD A SALES TEAM FROM BEHIND A DESK!
 
By spending time out in the field with Salespeople, Sales Mangers will experience what the Salespeople are experiencing and can then coach them on how to improve and what to do to start getting more sales. Salespeople will perform for a Sales Manager whom they respect. And that respect will only come from a trust and belief that the Sales Manager can do what they are asking the team to do.
 
The Sales Manager MUST LEAD BY EXAMPLE!
 
It’s all about enthusiasm and excitement. Sales people continually need motivation in order to sell well.  They require Inspiration from their Manager to promote enthusiasm and drive.

They need a Manager who leads by example and provides an exciting environment in which to perform. Salespeople should feel enthusiastic about making a sales call.

 
Remind yourself that you are in the best profession in the world!  
Feel good about yourself and your profession and then get the sales team to feel the same way.
 
So it’s no use complaining about the Salespeople not performing, not being enthusiastic and not listening. If this is the case, then you are not performing as an effective Sales Manager.
 
Should you wish to find out more about Ray Patterson, visit www.raypatterson.co.za.

 Interested in booking Ray for Training, a Keynote Presentation or as a Conference Speaker?

Salespeople need a Manager who CARES!!!