I don’t have the money.
I’m not interested.
I’m too busy.
And the list goes on.
Telemarketers across all industries are talking to increasingly nervous buyers who are delaying their purchasing decision with all kinds of objections. The problem almost always revolves around finances, but customers will offer lots of other complaints to make it seem like something else. While it’s completely normal for customers to hesitate before parting with their money, every competent salesperson knows that it’s possible to flip a no into a yes. Here are five steps your agents can follow to increase the likelihood of converting that no into a resounding Y-E-S!
As a salesperson, you probably face the same kind of complaints all the time. However, this doesn’t mean that you should jump all over the prospect the minute that he or she objects. Slow down and give your prospect a chance to explain what the issue is; don’t just tune them out either while planning your rebuttal. Paying attention to the customer’s tone and the words they use can play a pivotal role in determining how best to overcome a customer’s objection.
What the prospects says, what you hear, what you interpret it to mean, and what your prospect is actually suggesting, are not necessarily the same thing. Therefore, when you are sure your prospect is done speaking, summarize your understanding of the prospect’s objection to confirm you’re both on the same page. By verifying this, you’re also letting the prospect know you’re really listening which will give them the feeling you genuinely care about them and their concerns.
At this point, your prospect is expecting you to become all defensive about your services or product, but instead, this is the perfect time to throw in a neutral comment. Why? Because when a prospect raises an objection, they’re just telling you they are scared. Your task is to cushion the fear. By disarming them of their primary concern, you will leave them without a quick out as they search for a different excuse. This will leave the door open for you to step in and change their mind.
Objection: “I don’t think we are ready to take that step yet.”
Cushion: “I know you want to make the right decision at the right time.”
At this point, you’ll now have a full understanding of the objection and will have lulled your prospect into a sense of security; your next move is to respond and rebuttal. Reinforce your response with all the statistics, facts, analogies, testimonials, and examples you can muster to close the deal and persuade the prospect to see things from a new, more agreeable angle.
Bring your prospect back into the flow of the conversation. Evaluate whether he/she is ready to move forward towards a commitment by asking if there is anything else holding them back from making a decision. Remember to treat your prospect like a human being rather than a statistic and you’ll gain their trust and attention, allowing you to close the deal and gain their commitment.
“Would that make you feel more comfortable?”
“How does that sound?”
Your prospect will eventually say yes, express reluctance or raise another objection. Any response from your prospect that isn’t a yes is a new opportunity to clarify and refocus the buying process back to the close.
At the end of the day, handling objections will always be a part of a seller’s life, but like a wise man once said: When life gives you lemons…Call Criteria is there to help!