When you’re selling, does a customer objection tell you the sale is over, or do you see it as an opportunity to reinforce the value of the product/service?
A common mistake to make when you are selling is to assume that an objection means the end of a sale, but objections are often a good thing!
What are they?
Objections are signs that the shopper wants to find out more about the product. If they were not interested, they would probably walk away. The key is to find out what the problem is and turn the objection into a sale.
This is one of the most important skills a sales assistant can possess. Without knowing how to turn these people into buyers, as a sales person, you are just making things harder for yourself.
How do you stop them?
The best way to prevent an objection from happening is by checking with your customer, throughout your presentation. How else will you know that the product you are trying to sell them meets their needs?
While it’s vital to give the correct information, we can sometimes say too much. Yes, it can be tempting to wow customers with your knowledge, but if you’re too detailed and full of jargon, shoppers are just as likely to reject the product because they can feel like they’re being pushed into buying. It’s about getting the right balance. Checking in with your customer will help you keep this balance.
Are you listening?
The most important thing is to listen to the customer and acknowledge the objection. Without this the customer probably wont tell you the real reason they aren’t buying. So it’s important to learn why the customer is objecting, and address those needs. This is done by asking questions. Remember that the customer is interested, so you need to find out exactly what is holding him or her back from buying.
The last thing you should do is go on the defensive, using “but” and then trying to oversell the product by listing more features.
Remember, it’s not about you or the competition, it’s about your customer!
What about price?
When you know exactly what the problem is, you can address it. Don’t always assume that it will be price!
If they ask if the price is the best you can offer, don’t feel like you should automatically give them a discount. Some people will always want to negotiate, while others may just want reassurance that it’s good value they’re getting. You need to find out whether the customer is objecting to the price because they don’t have the money or because they don’t see the value in the product, but have plenty of cash to spend.
Price is only one possible objection in a long list. For example, shoppers may want to know more about the fabric of a piece of clothing or they may need to check with a spouse before outlaying money for an expensive dress.
In every case, you need to work hard to understand your customer and to resolve their objection. If you do, you will get the positive buying signals that will mean that you can close the sale.