Objections
All of us who work in sales and service encounter times when we face some resistance. Unfortunately with clients and prospects, it doesn’t always work if we respond to resistance with a quick-witted answer, like Mo did.
A prospect or client may be concerned about price; have another supplier; be concerned about timing or voice an infinite number of reasons to not move forward with the sale. Clients voice their concern(s) when their resistance is at its highest point. Is that the best time to respond? Probably not. Most sales and service people do just that—respond immediately when they receive an objection. They tell the client why the price is reasonable; or why they’re superior to the competition; or why now is the right time. These responses may be perfectly legitimate, yet they are less likely to win over the client because responding right away (when resistance is highest) creates antagonism. Let me tell you why I’m right and you’re wrong.
Top performers aim to minimize resistance before responding directly to an objection. Our clients and prospects are far more receptive when we begin with the following steps:
- Cushion resistance. We cushion with statements of empathy like: I understand your perspective; that’s a valid concern; other clients have voiced similar concerns. Cushions make clients feel that their concerns are normal (which they like) and set the tone to solve the concerns with the client, not against the client. This is a simple step, but an easy one to forget, because our first instinct is often to respond right away.
- Ask clarifying questions. If the client is concerned about the price, is it because he needs to get approval from his boss; because he thinks a competitor may be cheaper; because he’s confused about the financing options; or for some other reason you haven’t even thought of? If you try to resolve the client’s concern before clarifying exactly why that concern exists, you may not even address the primary concern with your response. Clarifying questions can be as basic as: What specifically are you concerned about? Tell me a bit more about your hesitation. Often, by letting the client talk through his resistance more thoroughly, he will alleviate his own concern.
- Restate the objection. Like the other steps, this one is simple to do, but easy to forget. After you’ve cushioned and clarified, restate what you’ve learned. I see. The reason you are reluctant with respect to our fee is because you have already submitted your budget for next year and you didn’t include space for our service. Is that correct? If you’ve listened well, restating is easy. You receive a “yes” from the client--a sign of agreement and another sign you have lowered resistance.
Now that you have cushioned, clarified, and restated…you are in a much better place to respond and resolve the client or prospect’s concern.
If you’re interacting with prospects and clients, resistance is inevitable. These steps work when we receive resistance in our personal lives too! Give yourself the best chance to overcome resistance by cushioning, clarifying, and restating. Make this month great with more sales, better service, and your effective approach to handling resistance!