April 28, 2009
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When are Objections Not Objections
Most objections revolve around a few central themes: the goodness of fit between the product or service and the prospect’s needs or wants; the investments necessary to obtain the product or service; and an adequate demonstration/explanation of how the product or service will deliver the desired result. Let’s look at a couple of simple examples:
A prospective customer is looking for light oak bookcases for her den. She wants light oak so the bookcases will match her other furniture. The salesman shows her bookcases of the appropriate height and width constructed of teak. The prospect says, “These are beautiful bookcases and would fit perfectly in my room, but I want light oak, not teak.” That’s a legitimate objection.
An insurance company has a $22K budget to overhaul their internal computer network. An IT firm competing for the business presents a $27K proposal. The insurance company’s CFO informs the IT firm that he is impressed with the proposal except for the fact that it is several thousand dollars more than they are prepared to spend. Again, another legitimate objection.
In both cases, what the salesman presented did not match the prospect’s picture. Had the salesperson done his job correctly — fully qualifying the opportunity (or, perhaps, simply listening more intently) — the objections could have been avoided.
But, then there are those situations where the salesperson’s presentation, proposal, or demonstration does present a good fit with the prospect’s picture and the prospect says something like, “I’m still not sure,” or “I don’t know how my people will handle this change.” Are those comments objections? No.
They are expressions of fear — fear of making a wrong choice. What they are really saying is something like, “I like what I’ve seen, but I still have some lingering questions.”
If someone was buying a hybrid vehicle, for instance, she might have questions (fears) about reliability or whether she will be trading extended mileage for higher maintenance costs.
If someone was converting from a PC computer to a Mac computer, he might have questions about network compatibility, whether he will be able to use his existing peripherals, and whether there will be a steep learning curve.
Are these questions objections or simply Frequently Asked Questions (FAQs) that aren’t so frequently asked? I think you know the answer.
It was noted earlier that thoroughly covering the areas from which real objections evolve prevents most objections from materializing. The same holds true for the lingering questions.
The first step is to compile a list of those (not so) frequently asked questions. How do you do that? Before you get to the presentation phase of your selling cycle, ask your prospective clients/customers if they have any lingering doubts or questions. Yes, it’s really that simple. They will be happy to share them with you if they exist. You should also ask recent customers and existing clients.
Following are a few questions to get you started:
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What were your perceptions about [the product or service] before you became a client?
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Where you reluctant in any way?
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Was there anything that made you unsure of your decision?
Once you have your list of potential lingering questions, you can “test the waters” with prospects early in the selling cycle – before you get to your presentation. You can simply state, “Typically, when I get to this point with perspective clients, they have two or three lingering questions such as….” Then ask, “Which of those are going through your head?” You can then address their questions and eliminate their fear.
Free Bonus – add the following question to the three above:
What accomplishments have you realized as a result of becoming a customer/client?
You’ll now have the framework for testimonials that you can publish on your web site and in your literature which will defuse the objections and minimize fears.
Reprint from President's Club Report
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