Isolating Objections

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More sales are lost becasue sales people try to answer objections that don’t exist than just about any other reason.

Yes, that’s right. 

Many objections are smokescreens hiding the real objection.

If you dont get involved in dealing with these “red herrings” you’ll have less trouble and you won’t run out of persistence and give up.

Let me ask you, have you ever found that as soon as you begin answering objections, your prospects comes up with another and yet another?

So, your task is to get to the real objection


How

One way ... You may choose to say,

”You mean that's the only reason you're not buying?”

Now your prospect can either say yes or no.

This smokes out the real objection.

If it’s a fake objection the prospect will say “No.”, then you can ask what are his or her other concerns.

If he says, “yes, that's the only reason why I'm not buying” you now know the real objection and you can start to answer it.


If you'd like a Blueprint of how to handle objections as a simple infographic ...

Click here


Lee DuBois' Method

I learned this method over 30 years ago but I still think it is relevant today.

Lee would start closing with a trial close.

Something like,
“How do you feel about our offer?”

Whenever, Lee encountered any objections he would say,
”Obviously you...” followed by “just suppose”.

So, when you get any objection, respond with …
“Obviously you have a good reason for saying that. Do you mind if I ask what it is?”

Now sometimes you prospect may just respond with ..
“No, I don’t mind if you ask.”

At which point you just reply,
“OK, what is your reason”

But mostly the customer will just give you his/her reasoning directly, without the second question.

Then you start to isolate the objection.

“Ok. Just suppose for a moment [this condition wasn’t a concern].Then in your opinion, do you feel … “

And if the prospect says, “No”
Then you repeat the process with another “Obviously you …” 


Perhaps an example might make it clearer.

“Jim, in your opinion do you feel it’s worth trying our product”
Jim: “No”

“Obviously you have a good reason for saying that. Do you mind if I ask what it is?”
Jim: “Your product is too expensive”

“Ok Jim. Just suppose for a moment our product was at a price you were OK with. Then in your opinion, do you feel it’s worth trying our product“

or

“Ok Jim. Just suppose for a moment our price was exactly what you were willing to pay. Then in your opinion, do you feel it’s worth trying our product“

Jim: “Not really”
“Obviously you have a good reason for saying that. Do you mind if I ask what it is?”

Jim: “Well you require us to order quite big quantities”
“Ok Jim. Just suppose for a moment our product was available in smaller packaging. Then in your opinion, do you feel it’s worth trying our product“


Testimonial

Hi Greg,

I am forever grateful for your mission of helping salespeople around the globe to raise the bar of service in this profession through your free articles and sharing of experiences even offering to sales coach.

My perspective about selling raised to a new level since reading some of the articles yesterday... Marcelino



Final Comments

Now personally, I wouldn’t repeat the exact some words over and over. But the “feel” is mandatory and “just suppose” is close to being the same … maybe you could replace it with “imagine” or “what if”.

It’s also possible to use the Agreement Frame in this type of response too but the principle would still be the same.

Also, here is a link to another website where another technique is discussed.
Using NLP to Define the Real Objection.


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