Yes but, no but..anything but BUT, please! Part II

It’s a real show stopper: you think you’re getting along famously with your buyer, all is going well, they like you, they like your product and then, just as you’re about to close - “I’d like to buy…but!”

The “BUT” can be any number of things:

I need to run it by my partner;

I need to think about it;

I’m really happy with my existing supplier;

It seems a bit expensive;

Now is not a good time;

Etc, etc. etc.

 

You’ll probably recognise some or all of these – and that’s my first point.

Everyone gets objections or barriers to closing a sale – it’s normal. More skilled sales people will minimise these by carefully filtering these objections out during the sales meeting (or call), but even then they can still spring up at the end and surprise you. So, if it is normal and to be expected and your typical objections are fairly standard (as above – price, existing relationship, time, other decision maker etc), then the key thing is - be prepared. Know what objections might crop up and be prepared to handle them. Don’t be fazed!

To help you handle objections or BUT, I have adapted the model ‘Feel, Felt, Found’ as follows:

Listen well: Don’t jump in to make your point and crush theirs – it’s not a contest. Stop and listen, hear what is being said and also implied (or not said!).

Empathy & Explore: “I understand how you FEEL…tell me more.” Explore – ask questions to understand and get to the bottom of the real objection, it may not be what’s initially put on the table.

Relate to others in the same role, in the same situation: “Other customers (insert specific job title of your buyer) I work with FELT the same way.”

Reality & Proof of benefit: “However, what they actually FOUND once we started working together was…”

Accept: “How does that sound?” Gain acceptance from the buyer that they agree with this scenario.

Move Forward: Now seek to close. “Ok, let’s make this happen for you – my suggestion is…”

 

True or False

In handling objections, it’s also important to identify whether these are true of false, real or imaginary. Some objections are made up by the buyer to stall, delay or avoid decision making. In other situations, buyers can just see barriers where there are really none. So, your challenge is to test whether true or false and in either case remove it.

I’ve found the best way to do this is to look your buyer in the eye and ask “What if…” or “IF”. In other words, remove the barrier hypothetically and gauge reaction. Does the buyer seek another opt out clause or shift uncomfortably, which indicates there’s more to this than originally stated? Or does he convince you that it really is about this ‘objection’ and therefore you need to find a way of helping him deal with it? (See above)

 

Examples of testing objections:

“What if you had the budget… would you be happy to go ahead?” (You need to hear “absolutely” and then you can help him resolve budget or come up with creative pricing!)

“If it was down to you and you didn’t have to consult with your wife / partner /etc, how would you feel?” (Again, you need an affirmative and then you can think together about how you can handle X.)

“If we were able to do that for you in those timescales / in that colour / (whatever the outlandish request) would you be happy to place an order? (Again, if that’s the case, what can you do to make this happen and can you get a conditional close based on you moving mountains?)

And finally – when faced with BUT - don’t be sad, don’t get mad, be curious! Embrace objections and set out to explore and understand them, then you can conquer and remove them for both you and your buyer. Seek always to be an assistant buyer versus seller and help your buyer to the right final outcome or ‘Logical Conclusion’ – YOU!

If you need help closing your sales, check out our Logical Conclusion Sales Training Programme © - or get in touch by calling (0)1388 420 411.

View Part I of this blog by clicking here.

 

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