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The interaction of people with each other is mainly their communication. And communication, in turn, is a very difficult process, which is characterized by its own laws and rules, and, depending on each individual situation, they may change. However, there are some things that can be called universal and suitable for any communication. Such things include, for example, the ability not to succumb to provocations and some others. But today we will talk about working with objections.

Objections are found everywhere in our lives: in conversations with relatives, in discussions with friends, when communicating with colleagues at work. The central place for objections is given in the field of sales, because. it is in something that the ability of a person to a person is directly traced, but skillfully present your product or service, show his / her benefits and advantages and complete the transaction. And customer objections are a real stumbling block for many sellers around the world. Thousands of books, pamphlets, and articles have been written on the subject of objection handling; trainings, training seminars and master classes are held.

We do not claim to be a full-fledged study of the magic of sales and provide exhaustive information on the topic presented, but we want to introduce you to several rules and steps for dealing with objections that you can apply and follow in your daily life. This information will undoubtedly be useful both to people whose activities are related to sales, and to people of completely different professions, and you can use it at work, in everyday life, and at home.

Work with objections

Speaking about objections in general, it should be said that experienced people - masters of communication with objections do not work, but do their best to find workarounds to avoid them. But there is one trick here: you need to get around not objections, but people's doubts. And speaking in completely different words, then doubts should not be bypassed, but dispelled. Doubts are inherent in all people, but many consider them as something extremely undesirable and even negative, which is fundamentally wrong. In fact, doubts are not a form of defense, but an opportunity to build a constructive dialogue.

Let's make two fundamental points:

First: The purpose of working with objections is to identify the attitude of the other person to what we are saying, and if there are disagreements, to overcome them.

Second: The most important thing when working with objections is the transformation of the negative into a positive and the reduction of any emotional states to business communication.

Rules for dealing with objections

The following rules are usually distinguished:

• It is necessary to listen to the objection and pay attention to the interlocutor
• You need to control your condition - stay calm, be patient and communicate positively
• To find out the true reasons for objections (doubts), it is required to ask the interlocutor special clarifying questions.
• If the interlocutor begins to object, in no case should you answer him with a mutual objection
• Any objection must be localized, i. formulate it as accurately as possible, as well as limit your answer in time and space
• It is very important to answer on the merits, while arguing your position.
• Before moving on to the next argument, it is important that the interlocutor react positively to the previous argument and agree with it.
• If you let the objecting interlocutor finish speaking and listen to his questions, and after that make a short pause, in most cases he will begin to give answers to his questions.

But when dealing with objections, it is important not only to follow the above rules, but also to act strategically, one by one, overcoming all stages of this process.

Stages of dealing with objections

First stage: We listen to the objection, using the tactics of active listening, which implies the absence of any disputes and accompanying the interlocutor's speech with head nods, etc. While listening, we determine the strategy of our own behavior and select a way to work with objections.

Second phase: We check if there are other objections besides the first objection. Here you can ask, for example:

“Tell me, please, is there anything else that makes you doubt the decision?”

Third stage: We check whether there are other reasons that contribute to objections. A leading question would be a question like:

Fourth stage: We find out whether the objection expressed is true or just a simple excuse. Examples of questions that can be asked at this stage are:

“In general, if we deal with this issue, will you finally agree?”

“If the leadership of our organization will meet you halfway on issues that concern you, will you be ready to sign a partnership agreement with us as soon as it is required?”

“If I understand you correctly, your final choice about working with our organization depends solely on…?”

“What do you mean by…?”

Fifth stage: We produce emotional to the interlocutor and respond to his objection. It is convenient to use the following phrases here:

“I understand you perfectly. Yes, indeed, at first glance it may seem that way, but ... "

“I completely understand your doubts. If I were you, I would react in exactly the same way, but you must admit that ... "

“You hit right on the spot when you said this, because it is very important. But what about…?”

“Naturally, it costs a lot of money. But do you agree that quality product Or should a service always be appreciated?”

“I agree with you: at first glance, the cost of this service may seem quite high, but at the same time…”

“Many of our clients, who are now regulars, initially said about the same thing as you. But later they were able to make sure that our service fully justifies its cost, because. (listing all advantages). Surely now you look at this question a little differently ?!

Sixth stage: We make sure that we successfully parried the objection of the interlocutor and close the deal / sum up the conversation. We use these phrases:

“Well, have I dispelled your doubts?”

"Did I manage to answer your questions?"

“Now, if all the i's are dotted, I suggest…”

Today there are many techniques for dealing with objections. These include the Cold Calling technique, the Yes, but technique, the Just Because technique, the clarifying question technique, the comparison technique, the objection substitution technique, the If If technique, the past experience technique, the false objection technique, the partial consent and psychological attachment, the Boomerang technique and many others (you can get acquainted with some of them on the page of our resource). The very same work with objections can be carried out both in direct communication, and by telephone, and through Email or special services for communication (“ICQ”, “Skype”, etc.), and even in social networks.

But it doesn’t matter which technique you use, and how exactly your communication with the interlocutor will take place, the most important thing is to use the basic rules and follow the stages of working with objections that we talked about.

Of particular importance in dealing with objections is the development of our own communication skills, because the results of all our negotiations, transactions, meetings and any other communication, including even communication with the closest and dearest people to us, will depend on how competently we can communicate.

We wish you success in mastering this skill and only positive communication with other people!

Reading time: 2 min

Dealing with objections involves identifying the subject's position on your proposal and overcoming disagreement if it arises. This is the core task and the most important goal of the dispute management process. Disagreement management techniques involve translating negative statements, negative judgments into a positive direction, and feelings into an active approach.

Dealing with objections reveals two sides of sales. The first side indicates that the potential consumer is interested in the proposed product, service or offer. The second - demonstrates that the presence of many questions and disagreements is the result of poor preparation of the sales agent. Objections are the result of blunders in calculations, erroneous judgments at the stage of disclosure of needs and presentation.

Dealing with customer objections

There are 5 basic steps in working with objections: listening, accepting, checking, concretizing, arguing.

First of all, the client should be listened to carefully. During his monologue, try not to interrupt, as a salesman who interrupts a client will only cause antipathy and rejection.

The next step is to accept the objection. You need to understand that acceptance does not mean consent. After all, objectively, such a situation, which the client describes, can happen. There are several general statements for acceptance, such as “this issue is really important”, “we can discuss this in more detail”, “it is very important for me to understand your position, as a result of which you have it”, etc.

The third step is to understand what the client's objection really is - an excuse or disagreement. Maybe this is not a disagreement at all, but only a desire to get rid of an obsessive seller. Two methods have been developed to determine this. First - ask the consumer a question that will allow you to determine whether his objection is the only reason why he does not want to purchase the product, or not. The second is sincerity. We can say that other consumers also said this, but they refused to purchase products for a completely different reason. Maybe your client refuses due to a different motivation.

The fourth stage contains clarifications and concretization. At this stage, clarifying or leading questions should be asked. If this stage is correctly implemented, then the work with objections can be overcome. Try asking the consumer a few follow-up questions to help refine the objection. By clarifying, you understand the essence of the consumer's considerations, which leads to a better orientation in his needs. Due to the competent implementation of this stage, a true objection can be revealed from a false one. Another positive acquisition of this stage can be a change in the consumer's attitude towards you. If you demonstrate your professionalism to him, then the client will take you more seriously, which will make him more interested in the product you offer.

The fifth stage is the final one. It involves bringing the necessary counterarguments on your part. Any arguments must be positive, and the facts that you bring must be verified and reliable.

In addition to the basic steps, in working with objections, there are also typical mistakes. And the first such mistake is entering into a dispute with the client. If you want to become a successful sales manager, you must remember one indisputable axiom: arguing with a client is a futile exercise. By arguing, you will only achieve the opposite results. He will make potential client take a tougher position from which it will be quite difficult for you to move it.

Leaving the situation is also a typical mistake of sellers. Often managers think that since arguing with a potential consumer is useless, it is better to wait until he makes his own decision, and until then do not interfere. Therefore, having noticed hesitation and doubt in the intonations of the client, they immediately stop any activity. The client, on the other hand, perceives such silence as the inability to add anything more positive about the product. As a result, his doubts only increase, and the client seeks to leave as soon as possible in order to isolate himself from the unpleasant sensation that has arisen.

Excusing is another common mistake made by unprofessional managers. Justification is the lot of people who are not very sure of their professional qualities or offered products. Justified notes and indecision of sellers significantly reduce the quality and value of products in the eyes of the client. He begins to think that the product is not all right.

The lack of analysis of their behavior after the end of the situation is also a mistake of unsuccessful managers. Many trainings, techniques and rules have been developed to deal with disagreements in sales.

Dealing with Objections SPIN training is the most effective in sales today. Along with this, it is considered rather difficult to master, but it has the greatest power of persuasion compared to other techniques. This training was developed by N. Rekhamov in the second half of the 20th century. It is based on the existence of a qualitative difference in the technological processes of selling cheap goods and products, for the purchase of which a potential consumer needs more time and responsibility to make a positive decision.

Working with objections training according to the Rackham method. Its main idea is the ability of a sales manager to work with 4 types of questions:

• situational questions in sales, which help to establish contact with a potential client, make it possible to determine the individual characteristics of the business of each consumer;

• issues of a problematic nature in sales, which allow the consumer to focus on aspects that cause the development of his business;

• retrieval questions in sales, which indicate potential solutions and perceived benefits from the purchase of products;

• questions of a guiding nature in sales that form in the mind of the consumer the value of possible benefits and stimulate independent acceptance of a positive result.

Dealing with objections in sales

Even if you tried and established a good psychological contact with the consumer, learned all about his needs, the client may still have objections that need to be worked on.

Why does the consumer object? Maybe he is in a bad mood or he just wants to bargain, maybe he is not satisfied with the offered goods? There are many reasons, and in order to defeat or overcome them, you need to work with the objections of the sales representative. The client and the manager always have different sides of objections. Therefore, you should not impose your point of view on the position of the client. You should also not speed up and respond to disagreements mechanically, otherwise the client will experience pressure and simply leave.

Dealing with objections in sales should be done with smiles, positive emotions, jokes, compliments, using minor waste to the side.

Dealing with sales rep objections has seven rules.

♦ The first rule involves seeing yourself and the consumer as partners, not adversaries. Each sales representative at the subconscious level understands that the consumer should be treated as an accomplice in the sales process, communicate with him on an equal footing and move towards the implementation of common interests. However, often, when it comes to practice, there is a completely opposite situation in which the seller perceives the buyer as almost a personal enemy. Managers offer products, the client resists, resulting in sales representatives entering into an unequal struggle in which the client always wins. In such a situation, the seller will take any objections from the customer as military action, and for the purpose of defense will strike back, which is the fight against objections. Such tactics will never bring the desired result. Therefore, customer objections should be treated with joy and appreciation. After all, it is very good when a client openly shares his uncertainty and doubts with a sales representative.

♦ The second rule is to have good emotional contact with the potential buyer. The importance of emotional contact in the field of trade is difficult to overestimate. It is a kind of foundation on which to build cooperation with the client. Therefore, the more reliable the foundation, the more fruitful the cooperation will be. Establishing emotional contact is necessary in order for a potential consumer to begin to trust you, as a result of which there may be no objections. If there are objections, then the presence of deep emotional contact allows you to make your arguments more convincing and weighty in the eyes of the client.

♦ The third rule suggests that the sales representative must collect as much data as possible about the needs of the potential buyer. Attentive attention to the needs of consumers will allow you to offer the product exactly as it is necessary for this consumer. The more accurately your product presentation will fall under the expectations of a potential client, the less objections he will have.

♦ The fourth rule is to clarify the meaning of the objection. Often sales reps, upon hearing an objection, immediately begin to respond to it. As a result, the response is inadequate with a specific objection, and the relationship with the buyer can only become more complicated. A competent manager, having heard an objection, will not hesitate to ask the client why he thinks so.

♦ The fifth rule lies in the search for the "pitfall". It is necessary to distinguish between excuses (“pitfalls”), behind which true motives are hidden, and real objections. Therefore, in order not to miss hidden information, you need to ask leading questions. For example, "is this the only reason that slows you down in making a decision, or is there something else."

♦ Remember that it is forbidden to enter into a dispute with the buyer, and therefore you should develop the thought expressed by him in the direction you need. As soon as the sales representative begins to challenge the statement made by the client, he is convinced of the fidelity of his position, from which it will be difficult to move him in the future. That is precisely why you should always agree with a certain semantic part of the objection, and then develop the thought from it in the direction you need.

♦ Try to be persuasive. It is persuasion that is the main task of the seventh rule. To do this, you should use common elements of persuasion, such as: “according to statistics ...”, “according to marketing research…" etc. And also use all kinds of metaphors, quotes, sayings and proverbs in your speech. A well-chosen metaphor can help the consumer agree with your argument and reduce the risk of counterarguments to almost zero.

Proverbs and sayings are a special tool for handling objections. After all, potential consumers have no reason to trust your personal judgments and conclusions. However, after declaring folk wisdom, it will be absolutely impossible to argue with you. Since now your position is based on the centuries-old wisdom of various nationalities. It is possible to refute the information conveyed by a proverb only by reciting another proverb.

The goodwill and smile given to customers, the desire to delve deeper into their problems, needs and attitude towards partnership during negotiations are considered the best tools for the consumer to choose you and the company you represent from the whole set of similar offers.

Algorithm for dealing with objections

Sales techniques and objection handling are needed in order to know and understand the algorithm for working with a client when he has objections. The objection management algorithm contains four steps. The first step is to allow the individual to speak. The second step is psychological familiarization with objections. The third step is a specific answer or clarifying questions. The fourth is a call to action.

Giving the opportunity to speak out leads to the fact that a person simply speaks out, thereby “letting off steam” and calming down. As a result, it will be easier to work with him in the future. In addition, giving the opportunity to speak will allow you to hear all the values, needs and other information you need. It is important to listen very carefully so as not to miss important information.

Psychological familiarization with objections allows the consumer to think the way he wants. With this behavior, you show the client that his point of view has the right to exist. In addition, you show him that you understand him. That is, you put yourself in a position of cooperation in relation to the consumer, and not confrontation. This can be achieved through consensus.

Clarifying questions and specific answers allow either to clarify the essence of the objection, or to give him exhaustive information. A call to action aims to offer the consumer a win-win option. It is not necessary to use all of the above steps when selling.

This algorithm helps to choose the right and effective way to manage objections and work with potential customers. You should act according to the requirements of a particular situation. You can also use tools such as a pause or a compliment. Although they are rarely used.

The only step in the algorithm that must be used in any situation is psychological attachment. If you want to get the best result of your work, then you should master the technique of joining masterfully. It is not enough to know all the listed steps of the algorithm, you need to apply them in your work and then the result will be noticeable immediately.

Objection handling technique

An effective sales technique and dealing with objections is to follow some simple tips. The first tip is to love objections and rejoice in them. After all, by objecting, the consumer demonstrates his interest, which is manifested through disagreements that arise in the process of presentation by the product manager of the company's services. It must be understood that an objection is not a question requiring an answer. This is just a statement potential consumer, which can be quite generalized, and therefore the seller can offer what is convenient for him.

Tip two - there are always additional data in disagreements.

Tip three - expect consent, since the subconscious expectation of refusal multiplies its likelihood at times.

Tip Four - Through customer objections, the sales rep learns what needs to be changed in their work. Consumer objections are a kind feedback, which signals you about the changes that it's time to make in your work.

Tip five - faith in luck and victory can never replace specific methods of working with objections. After all, what are objections? An objection is a reasonable rejection (negation) of a proposal or statement. Those. this is a statement that expresses a disagreement (difference in opinion) in something or with someone, a refutation of someone's position or judgment. With the help of objections, you can build an active conversation that has similar goals, and people are interested in acquiring information.

The most important thing when dealing with client objections is understanding that you are the professional with the edge. Objection management helps the rep break away from traditional sales approaches by finding innovative solutions.

For successful work in sales, you can use the most well-known methods of working with objections, such as the method of three "yes" or the "COOR" technique.

The three yes method has been known since the time of Socrates and has been successfully used for more than 2000 years. The essence of this technique is that if the seller wants to get a positive result or answer, then the thesis follows, with the necessary information put in third place. Before the desired statement, you need to ask the client two simple and short questions, to which he can easily give a positive answer.

The method of "UKOR" is the ability to listen to the consumer to the end. The letter "y" means clarification, i.e. revealing the hidden reason for the objection. The letter "k" means a compliment to the objection and demonstrates understanding of the client's problem, compassion for the problem that worries the client. By complimenting a customer objection, you seem to demonstrate to the buyer that you are on his side. The letter "o" means working off, i.e. argumentation, and consists in responding to the consumer, only after clarifying the objection and uttering a compliment. The letter "r" means the result, i.e. obtaining confirmation from the consumer in his readiness to make a choice and make a purchase.

Dealing with objections over the phone

Cold calling work with objections has a number of features that are very important to consider. Telephone communication has certain advantages. It does not require traveling, which saves time, money and labor resources. The transfer of information over the phone is much faster than, for example, in correspondence. In a telephone conversation, you know for sure that the potential client received your information, when he received it and how he reacted to it. This distinguishes telephone calls from correspondence. In addition, when communicating by telephone, you can immediately ask clarifying questions or eliminate possible misunderstandings. A potential client perceives a telephone conversation as less binding than a face-to-face conversation, so they feel less pressure. This method distribution of information, services and products of the company is even more convenient because it does not require business attire and proper appearance. You can use the so-called "cheat sheets" when conveying information to the client.

However, in addition to a number of advantages, telephone conversations also have their negative sides. A potential client may perceive the call as a hindrance, as he will be forced to break away from work. Sales Representative unable to control the situation in cases where the interlocutor is distracted by some external circumstances, for example, people entering or interrupted work. During a telephone conversation, it is much easier for the client to refuse the manager, come up with various excuses and interrupt the conversation. You must understand that at any moment of the conversation, the client can end the conversation and hang up.

An important negative side of telephone conversations is the impossibility of analyzing body language, facial expressions. When conveying information to a client by phone, you can follow the reaction of the interlocutor only by his intonation. It is impossible to back up words with visual materials, prospectuses, charts, presentations, demonstrations. In telephone conversations, the possibility of misinterpretation of information is much higher than in a personal meeting.

Cold calling work with objections consists in the diligent working out of each such objection of the client. And after working out, you should immediately proceed to the closure. However, it is necessary to work only with informative failures. It is useless to try to work out categorical refusals if the client hangs up immediately after the call and without explanation.

It must be remembered that during telephone conversations, 80% of the time should be your speech and only 20% - the speech of the client. Important in the success of telephone conversations is the ability to conduct an active dialogue. This implies that it is the consultant who should set the tone for the conversation, lead it and direct it in the right direction. Also important in the conversation is the politeness, good manners, competent speech of the consultant. It must be remembered that you personify the company, and the impression of the client about the company as a whole depends on what impression you get.

Telephone conversations also involve certain stages of working with objections.

• At the first stage, you need to interest and capture the attention of a potential client immediately with the help of a bright accent in the speech, something unusual that can instantly hook the interlocutor.

• At the second stage, you should find out the needs of a potential client, and not immediately rush into battle with the offers of your company.

• At the third stage, you need to smoothly move on to what you want to offer.

• The fourth step is to deal with objections. Because after your trade offer the client will either categorically refuse (and there’s nothing you can do about it, you need to put up with it), or start objecting and asking specific questions. At this stage, you can use the technique of adjustment. It consists in the use of voice and its intonation modulations in the course of a telephone conversation.

Stages of dealing with objections and their successful implementation depends on how well, competently and competently the sales agent prepared for the conversation.

The purpose of the call is bargain sale company products. And you need to remember this when you make a call.

Dealing with objections examples

Competent management of objections and work with them consists, in most cases, in qualified assistance to clients to recognize their own needs and satisfy them. So, for example, dealing with objections in a bank most often lies in overcoming client fears that they fall into bondage, as well as helping them choose the service that they really need.

A common phrase that potential buyers use as an objection is the statement "I'll think ...". There are several ways to overcome this objection. The first is to take the client's position and to express understanding. Can answer: " Correct solution, you are about to make a major acquisition, so you need time to think everything over. The second option is to concretize and clarify the position of the consumer. Here you can ask the question: "Over what?". If the individual does not know what to answer this question, then he should be asked about the proposed product. For example, "do you doubt the quality of the product?". The third option is to take a position and explain: “Of course, think about it. We can think together now, because today is the last day of discounts. If you still decide to purchase these products later, it will cost you more.”

The next typical objection phrase is "it's expensive." You can agree with the client that the product is really expensive and clarify in comparison with which products the cost is expensive. Maybe the client saw a similar model in another store, but cheaper. We need to find out what this statement means. You can also agree that the product is really expensive and clarify that if it costs 5% less, the client will buy it? In case of a positive answer, the client purchases products cheaper. However, this option is not always universal.

Employees often face objections. banking sector. After all, our people are brought up from childhood in distrust of banking structures. Working with objections in the bank should take place step by step. Move on to the next argument only after agreeing with the previous argument.

Speaker of the Medical and Psychological Center "PsychoMed"

01.06.2015

We continue to sort out problems in furniture sales.

It will be about what the objection of the buyer is, how it happens and what the furniture seller should do with it.

Take note: if the seller correctly entered and asked the appropriate ones, then the number of objections in this case is significantly reduced.

But if the buyer still objects, what to do?

For many sellers, the concept of "buyer objection" means a failed deal, a decrease in sales, a decrease in bonuses at the end of the month.

They usually describe buyer behavior like this:

The buyer asks questions, including those that are uncomfortable for the seller.

(Although, what does “inconvenient” mean? If the seller cannot answer them, then he has not fully studied the range, characteristics of materials or sales techniques).

The buyer openly disagrees with the words of the seller, starting to put forward his own counterargument for each phrase.

The client reacts with irritation to the words of the seller, so there is no way to reach an agreement.

At the same time, let's not forget that the buyer really something is needed from the furniture, otherwise he would not have entered your store!

The client is "defensive" and shows hostility and hostility, it seems to him that the seller is forcing him to buy what he does not like.

Difficult client - what seller's mistakes can result in

It turned out to be a verbal fight - a buyer against a seller, which develops from a neutral component to a negative one, and it is unlikely that a sale will come out of it:

The sale is broken. But not because the client was harmful, or he did not need anything. But because the seller is afraid:

questions

(Isn't that why sellers like to present the goods so much, and not to build a dialogue with the client? They think that the more they tell, the less the buyer will ask questions and object. Sellers think that this is how they control the situation. Of course, this is a mistake!),

objections

(does not know how to process them, does not understand their essence).

Perceiving the objections of the buyer as disagreement with the information received, as a kind of "hostile burst of energy", the seller rushes into battle. At first, somewhat annoyed, then with a certain amount of aggression, he tries to refute the doubts of the buyer, to prove that the product is good, it's just that the buyer himself does not know what he wants.

Buyer resistance or what is behind customer objections

On the one hand, an objection is a disagreement with the information received, which the client openly declares. But it is more important for us to understand what is behind this disagreement. And behind it is the client's opinion, formed by his previous life experience, values, priorities, which are based on him:

education

upbringing

knowledge and traditions

gender, age, profession, nationality, religion, social environment All of the above constitute life experience. Try to find two identical people according to these parameters!

That is, objection is the point of view of the client, different from the opinion of your seller. So, objections are inevitable!

In order to sell, there is only one way out: sellers must change their attitude towards them. And for starters, they need to understand that it is normal when the buyer expresses his opinion-objection.

What are customer objections?

The seller must be able to distinguish between objections, because they must be dealt with in different ways.

Consider the objection matrix I compiled.

Objection Matrix “VLIP”

Usually in the literature on this subject, objections are divided into true and false. And the first task that is set for the seller is to be able to separate the “wheat from the chaff” so as not to work out objections in vain, since it is necessary to find the main reason for the buyer’s objection, and not the one declared by him.

True objection- this is a sincere opinion of the client, truthful disagreement with what the seller says.

false objection- this is disagreement, behind which the buyer hides what he really thinks.

But this division is not enough for competent work with the buyer.

I propose to divide more objections into primary and secondary.

Primary objections- these are objections “from the threshold” and those that the client utters at the beginning of communication with the seller, having not yet received information about the company, the product being sold, or the services.

Often the following happens: someone comes into the store and immediately says: “Why are your prices so high?” or “Well, does anyone really take it?” That is, this visitor still does not know anything about the quality of our product, pricing, but he is already expressing his opinion.

Secondary objections/doubts- these are those that the buyer says after the presentation made by the seller, the design project created, shown to him various options product packaging. That is, the client has already received information about our advantages, features, services, a specific offer has been made to him, but for some reason it did not suit him completely, he is somehow embarrassed, so he says: “I’m not sure if this will suit me” , "...I need to consult."

I called the matrix of objections - “VLIP®, because if your salespeople work them out in the wrong sequence, they will really “get stuck” in a difficult situation with the client.

In the next article, I will tell you in detail how to separate true objections from false ones and competently lead the client to desired point vision. But about the primary and secondary objections and techniques for working with them, I will share with the participants of the Online Program for the preparation of professional furniture salesmen "How to become an ace of furniture sales in retail for 31+ lessons"

Hurry up to sign up before the price increases!

(See the registration form below)

Before registering, be sure to check the content of the program and the conditions

In the course of training under the Professional Furniture Sellers Training Program, we examine in detail the actions of sellers in the "field" conditions:

What should the seller say to the statement “I saw the same thing, only cheaper”?

How to discreetly know how much the buyer expects to spend?

What to do with an aggressive buyer?

How to talk to a silent and timid buyer?

What objections are left in the mind of the buyer if he says “I need to think”?

And much more.

Dealing with objections in sales

This is, first of all, the ability to establish a trusting relationship with the client /

There is very little time left before the start of the next stream of the Program. Until then, advise your salespeople to use positive approaches to buyer resistance.

- An objection is a normal (from the word norm) reaction of the buyer.

When there are objections, there is a greater chance of a sale. If the buyer wants to find answers to his questions and get arguments in favor of the product, then he is interested in purchasing it.

– Look at every customer question as a step towards a purchase.

Salespeople don't need to veer off topic or rant a lot. It is necessary to follow the rules for working with objections, ask clarifying questions to the client, so that the answer is on the merits.

Do you agree that the responsibility for the occurrence of objections lies not only with the client, but also with the seller? And for you, as a manager who does not train his salespeople enough? Indeed, because of this, the seller was poorly prepared for the sale: it was illogical to put forward his arguments and insufficiently convincingly supported them with facts.

I constantly train my managers, develop speech modules for them and control that they use them in their work with clients.

It is important to always do this. And this is even more important now, when it depends on the skillful work of the seller at the outlet whether the decision to buy so rarely now comes to furniture stores buyer.

I believe that you understand the need to improve the skills of your staff in outlets, but, as often happens, there is not enough time to organize training. There is a good opportunity to do it now - just send them to the Online Program "How to Become a Furniture Retail Ace in 31+ Lessons".

Important! Before filling out the form be sure to read the conditions of participation

How to participate in the Online Furniture Sales Professional Training Program:

Alena Kot, senior manager of MMCC, is in touch:

Submit your application right now by filling out the form below. During the next business day, I will call you to clarify the number of participants that you send to the Program, and the most convenient form of payment for you. And I will be happy to answer all your questions"

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Main objections and answers to them

Try to remember and write down the objections you hear.

Approximately like this:

- I do not need it.

- I need to think.

- The price is too high.

– I would like to contact other companies selling the same product and compare.

– I need more information.

– The monthly payment is too high.

I am already working with another supplier.

“I'm not the only person in the company who makes the decision.

We don't have a budget for this.

- I'm not interested.

You called at the wrong time.

“I don't believe that's the way things are.

“I don't have time to deal with this matter.

Write a few more of your options.

The mistake of many salespeople (and their teachers) is that they try to create speech modules for every objection of the client. Several problems arise at once:

You need to learn the "correct" answers.

- It is necessary, despite the excitement, to remember these “correct answers”.

- It is necessary to argue in such a way that there is no feeling of a “blank”.

“You need to be different, speak differently, be different from other sellers.

Is it possible to avoid mistakes with all this? The task is difficult even for a professional, not to mention beginners.

I propose the following system of actions.

First, to distribute the objections by type - true and false. Recall methods for transforming false objections.

Secondly, to distribute the objections into groups, there are four of them (see below).

Thirdly, understand how you can join the objection of a certain group, what method to use when arguing, and what to offer the client when closing.

This technology allows the seller to be natural, speak normal, "their" language and be constantly in contact with the buyer. Therefore, when I give my speech modules, please take them as examples, and not as modules to be memorized.

So, what groups of objections do we define?

1. Don't need

This type includes all objections related to the customer's need for your product.

- There is a supplier

We don't want to change anything

- We are not interested

- Everything is good, everything satisfies, etc.

2. No money

Price-related objections fall into this category.

- Expensive

– No budget

- We take it elsewhere cheaper

- Recently spent, etc.

3. I don't believe

The client may not believe either the seller, or the company, or the product. It is imperative to understand who or what distrust is directed at.

We need guarantees

- Bought - cheated

- I don't know your company

- I heard that you have ..., etc.

4. Need to think

If this is a valid objection, then more often it is based on the fact that the client alone does not make decisions or the client is not used to making decisions quickly. What does the client need to think: time or information? I think it's information. I'm not sure that as soon as you leave the meeting, the client will actually think. Experience suggests that he will soon forget how you look, and what you talked about, the more he will leave his mind. To think is most often a polite refusal. It can also sound like this:

- I need advice

– I need to know about your company

- I need expert advice

– I will look on the Internet, etc.

In rare cases, the client is able to "think" on his own, without additional information and arguments in favor of the deal. Be directly and actively involved in this process if you want to close the deal.

There may be objections related to the specifics of the business (delivery methods, production time, quality of materials, etc.) Of course, these objections also need to be worked out using the proposed algorithm (attachment, argumentation, closing), only for argumentation in this case knowledge of technological processes your business, and for closing - a clear definition of their capabilities in resolving the issue.

Examples of speech modules

Client: No need. We have our own suppliers.

Connection: Very well, perhaps they are worthy partners.

Argumentation: However, we will help expand the options you have. Have you heard about new technologies...? We are just representatives… You now… and then you plan… (Using Method #5).

Closure: Let's do the following: I will come and introduce you to our technologies. You will consider how beneficial my offer is in terms of additional services to those that you have. It will take me 20 minutes to meet. Is it convenient for you to meet me tomorrow at 12 o'clock?

Client: It is expensive. We don't have that kind of money.

Connection: Many of our clients thought so until they got acquainted with our services. We have not yet made sure what benefits we have received from our cooperation.

Argumentation: Can you please tell me what kind of money you are talking about? The price should be adequate to the capabilities of the product. You agree with me? In our case, the costs quickly pay off due to the fact that ... (method No. 11).

Closure: Let's do it. I will invoice you for a small batch, you will pay for it within 5 working days. During this time, you will calculate your financial capabilities, decide on the next batch, and I will summarize the discount. How much budget can you allocate this month?

Client: I need to think. Leave information.

Connection: I will definitely do it. Perhaps the issue we are discussing requires careful analysis.

Argumentation: Please tell me when you plan to start production? Why is this period important to you? You know, I had a similar case (method #12).

Closure: Let's do the following: I will think about how to solve this issue and prepare for you Commercial offer. And you will calculate the volumes you need to resolve the issue. On Tuesday I will send you an invoice for your application, please pay it as soon as possible so that I can deliver this week.

Client: I try to check everything. I need guarantees.

Connection: I understand the responsibility that lies with you in the company. Argumentation: At the same time, you will agree that my assurances that everything will be exactly like this may not be sufficient for you. Then tell me, what will be a guarantee of reliability in this matter for you? (method number 10).

Closing. Let's do the following. I will bring you our certificates for the goods, and you will look at our website and get information about our company (of course, in this case we react to what the client offers). At the next meeting, we will discuss only the essence of my proposal, since we will close the topic of guarantees. Then I propose a meeting with us at the production site (in the office). Would it be convenient for you to discuss this issue on Wednesday at 9 am?

Using the example of typical objections, I showed how to apply the algorithm for working with objections using argumentation methods.

For practical work it is useful to do the following exercise: for each type of objection, select (see examples) your own answers. That is, to choose methods of joining, argumentation and proposals for closing. This practical task will help you in the process of overcoming objections. You do not need to memorize verbatim what to say, you should understand the essence of each of your methods - then you will be more convincing in your arguments.

Dealing with objections in sales: 6 tips on how to properly respond to a refusal + 7 examples of objection responses + 5 gross mistakes when working with client objections.

One of the hardest parts of a sales job is rejection.

Many successful salespeople and entrepreneurs know how to convince a customer to make a purchase, or at least understand why he refuses it.

By understanding the cause, you can analyze and correct them.

It consists of simple questions and persuasive phrases, which we will discuss below.

1. How to respond to denial: basic rules

Many sellers and managers do not know how to properly behave with a buyer or a future partner in order to win him over. the main task is to sell, remember that.

Exists simple instruction how to deal with objections:

Always listen to your interlocutor to the end, do not interrupt him.

Only after he has said everything, you can, based on the information you heard, help him choose the right product or understand the reason for the refusal, and therefore eliminate the shortcomings in the work.

Never make excuses.

As you know, the client is a priori right.

If you have not figured out what exactly does not suit the buyer, then ask him a few questions to understand the essence of the problem.

Do not try to solve everything at random!

Agree with at least one reproach from the client.

Thus, a person will feel support and see a comrade-in-arms in your face.

1. After the opponent has spoken, admit that his claims have a place to be and apologize on behalf of the company.

When the interlocutor completes his speech about why he refuses the services / goods provided, you can, based on the shortcomings voiced generate a range of positive product qualities.

This will become an argument that can attract the buyer and convince him.

Schematically, it looks like this:

In short, objection handling in sales is about agreeing with your opponent on everything first.
After that, you need to vehemently convince him that the products are excellent, arguing your words with the advantages of the product.

It all sounds very simple, but in reality, the circuit rarely works exactly as stated above.

It is worth working and working with the algorithm so that the buyer, in the end, agrees and makes a choice in favor of your product.

2. Direct work with objections in sales: examples of answers

There are a number of typical negatives, but there are also answers to them.

We have compiled a table that will teach you how to give the correct answers during a dialogue in which objections are raised:

3. Top Reasons for Customer Objections

It is impossible to discuss the consequence of the current situation without understanding the cause of its occurrence.

This principle also includes work with sales refusals. There are specific reasons why people don't want to buy or make a deal from you.

Common Reasons for Sales Objections

Brain teaser:

• the client has already signed a contract (bought products);
• the interlocutor wants to know more about the offer;
• the opponent believes that he will only lose if he purchases products from you;
• you explain poorly or why your company's product really needs to be bought.

1. Emotional:

   • the interlocutor subconsciously resists the impact on him;
   • a person is afraid of changes that may follow after the conclusion of a transaction or the purchase of goods;
   • the opponent, without hiding, shows that he is in charge here, and he needs to be begged for a long time;
   • the client is by nature aggressive or hostile to all people in general;
   • the buyer must first make sure for himself that he really needs this product or transaction.

Depending on what reason causes objections of the client, the algorithm of conversation with him is corrected.

Some of the negatives were discussed in the section above.

To deal with emotional causes, you need to have a high level of skill in sales and it is even desirable to be a specialist in psychology.

4. Tactics for dealing with objections in the field of trade

Dealing with objections in sales is full of nuances and pitfalls. An algorithm of actions exists, but for each case it is worth choosing an individual solution to the problem.

It is a mistake to work according to one scheme with all the answers and cases, because in one situation it can work, and in another it can work against your benefit.

I would like to talk separately about the most common refusal - "Very expensive."

Many people want to bring down the price with this answer. If you cannot do this, then it is worth convincing the buyer to make a purchase.

There are 3 options for dealing with price objections in sales:

We remind you that each tactic is individual, and is not suitable for every case.
Before calling a client and offering a product (service), do not forget to think about everything possible options objections and responses.

5. Dealing with objections in sales: typical mistakes of managers

Some salespeople focus on customer failures rather than what or closing a deal.

There are such mistakes when working with objections in sales:

1. The job for the manager becomes a whole struggle with constant customer rejections.

   It is necessary not to fight, but to work and look for ways to solve the problem.

   The salesperson speaks quickly and asks too many questions in a row.

   This confuses the interlocutor and scares him away.

2. The manager either talks a lot, or, on the contrary, gives out information too dosed.

The main emphasis is on the cost, which is a gross mistake of many sellers.

First you need to prove to the buyer what are the benefits and advantages of this product or service.

Only when you understand that he is ready to purchase products for any money, you can indicate the cost.

The seller does not have full information, so he feels insecure when talking with the buyer.

This is immediately noticed by the client, even if you are talking on the phone.

Failure in this case is unavoidable.

The “It’s expensive” objection is one of the most popular in sales.

Business coach Oleg Shevelev tells how to work with him correctly:

Dealing with objections in sales is a very difficult and responsible task. Always feel confident in what you are doing.

You need to be open with the client, it disposes people. If the interlocutor is rude to you, do not take it to heart, because it is still only about work.

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