Cycle of Answering Objections

Merriam-Webster Dictionary defines a salesperson as “a person whose job is to sell things.” I know, sounds pretty obvious, huh? But, if sales were as easy as the above statement everyone would be selling. However, for most, it’s not the “selling” that holds us back from pursuing a career as a sales professional. The issue is the NOT selling that prevents us. Nobody really complains when they make a sale. During my 20 plus years of sales and training I have learned that there are 3 things that prevent sales professionals from taking their business to the next level.

1) Don’t have a clear vision – They don’t know exactly what they want from their business

2) Don’t have a system in place – Unsure how to accurately track their progress

3) Don’t know what to say – How do they answer objections

We are going to spend our time focusing on number 3 and to help alleviate this concern you should understand that, in sales, an objection is not a bad thing, it is an opportunity to better find the need of your client / prospect. For those who have been in sales long enough, you know that there is a system for each part of the sale that you must follow in order to make sales with regularity.

The aim, when answering objections is to always look for the Win Win in the situation. A great way to look at is, rather than facing each other in a combative stance of me against you and your objection, you are instead standing side by side working together to solve the objection that has been raised. The moment you feel as though you win you automatically lose. Below is the Cycle of Answering Objections that will immediately create the Win Win situation you are looking for.

Cycle for Answering Objections:

Objection Happens: Objections typically fall into one of only a few categories: From “I can’t afford it” to “I need to talk with my spouse” to “I happy with who I am with” or “I need to think about it.” Note: A question about a product  or service is exactly that and not an objection.

Validate: Once you have heard the objection you need to validate and appreciate where they are coming from. ie: “Thank you….”

Clarify: Next, you want to confirm what you have heard them say. Simply repeat whatever they told you to make sure you heard it correctly. ie: “So, what I hear you say is….”

Draw Out Hidden Objection: Often the first objection is not the “real” objection. So, it is important determine if there is anything else that might prevent them from purchasing your product. ie: “Are there any other concerns that you have?”

Answer & Address: Now that you have heard what the true objection this is now your opportunity to answer it. It is important to realize that no matter what objection they give you that it is not a problem. Now, your reply is based on the objection you received. For example, Client says: “I have no time.” You reply: “Yes, I totally understand, and that’s why I am calling you, to find a time that best fits your schedule.”

Proceed / Close: Next, you can feel 100% confident to move on to your closing process and ask them for the business

Repeat (If Needed): It is possible that no matter how good you were using the above process that someone just might offer another objection. In that case simply go back and repeat the entire cycle.

Validate, Clarify, Draw Out, Answer & Close – This is your objection answering formula for success! Have a fun!