People who work in sales know firsthand about difficult customers. Moreover, this makes up the majority of all consumers in general. They constantly have disputes, objections that the manager needs to deal with. It’s not enough just to offer and correctly present a product, you also need to sell it. Therein lies the difficulty. Dealing with objections is an integral part of the job of a salesperson, which is challenging and interesting at the same time. You need to be prepared that the buyer will definitely ask something, be dissatisfied with something. What distinguishes an excellent manager from a mediocre one is precisely the fight against objections, whether he can convince him of the need to purchase a particular product.

How to sell correctly?

The main mistake when dealing with objections is quick and abrupt answers. It must be remembered that the dialogue with the buyer must be maintained constantly. If the seller is silent, he will not inspire confidence. Dealing with objections in sales is key. When a client sees an unfriendly reaction, he gets scared.

In this sense, novice salespeople need to work hard. Dialogue should flow smoothly, every word should be considered. After all, an unsuccessfully thrown out phrase can break the “foundation” that you built from the very beginning of the conversation with the client. Experts recommend using certain principles:

• first you need to carefully listen to all the objections of the client, then take a short pause and enter into a dialogue;
• clarifying questions should be asked to identify the true cause of dissatisfaction;
• pay attention to the nuances that do not suit the buyer, and present them in a more favorable light;
• evaluate the truth of the objection;
• finally, answers - here the seller must clearly and distinctly explain why this product needs to be purchased right here and now.

Completing tasks

There are many ways to deal with objections in sales. To own them all, you need to constantly practice. Psychologists have developed special tasks by which managers improve their sales skills. The answers will become deeper and more convincing if you use this system.

It includes:

1. Reception "yes, but ...". For example, a client says that your company has high prices. The manager replies: “Yes, but we provide free shipping and guarantee high quality.” There can be many such examples of dealing with objections.
2. Boomerang. This technique is universal and can be used in almost any situation. Answers should begin with the phrase “Therefore, I advise you to purchase this product.”
3. Comparisons. Specificity is important here. You need to compare the product with the same one provided by a competitor. And prove that yours is better or cheaper. The main thing is not to speak in general terms, but to give real examples.

Basic moments

Dealing with customer objections should be based on certain principles. In matters of price, you should be guided by the following rules:

• first you need to win the attention of the client, get interested in the service or product, and only at the end name the price;
• if the buyer asks for a discount, offer a free service;
• you need to talk about the quality of the product and its positive aspects;
• if the cost of the goods is high, you can offer a purchase on credit with the words: “You can buy this washing machine on credit for only 4,000 rubles a month”;
• talk about what the client loses if he refuses to buy.

How to change the client's decision?

Methods for dealing with objections are not limited to just a story about the product. You need to make the buyer change his mind and buy this product right now. To be a great manager active sales you have to follow certain rules.

Among them are:

• knowledge about all the positive qualities of the product;
• attentive listening to the client, identifying the problem and solving it;
• friendly communication;
• optimistic mood.

A client who sees a smiling manager in front of him involuntarily becomes loyal to him. He is ready to listen to him, weigh the arguments and make a positive decision. The main thing here is not to overdo it. Don't confuse a benevolent smile with a "fool" smile.

Common mistakes

A high level of countering objections in trade is achieved through trial and error. Using the above methods, you can achieve some success in this area. However, one must not forget about common mistakes, which occur most frequently.

The first and most popular is over-stubbornness. This affects not only beginners, but also many experienced salespeople. Not every client can withstand a high level of pressure. In most cases, the buyer closes, and the manager does not make the most positive impression on him.

The second mistake is an excess or lack of information. You need to feel it, communication should be in moderation. You don’t need to “talk your teeth” to the client or, conversely, be silent for five minutes. Everything should be clear and correct.

The third mistake is the indication of the price. The goal of a salesperson is to sell a product or service. It should be done so that the buyer purchased the product without even knowing the price.

Technique for dealing with objections. root extraction

There are several techniques for dealing with customer objections, some of which we will discuss in more detail in this article. The first is the root extraction technique. Its essence is to identify the cause of the failure and deal with it.

First you need to carefully listen to all the arguments of your interlocutor. Even if he says the same thing, it is forbidden to interrupt. This will show your disrespect, and the answers will look like a learned script. Then you need to agree with the buyer, express your understanding. You should constantly ask clarifying questions until you know the real reason for the objection. After that bring life story or an example where the same fears were not confirmed.

Partial consent and psychological attachment

When asking questions to find out the reason, you can use these methods. Dealing with objections in sales involves getting to the bottom of the details. Partial agreement will allow the interlocutor to see you as a like-minded person. Now he will perceive the manager not as a representative of the company who needs to implement the product, but as ordinary person. This method proved to be the best in practice. Phrases like “I understand you, I was also in such a situation. Then I took a chance and my life changed in better side» helps to establish contact and establish

Psychological extension implies a compliment. That is, the seller does not agree, he admires the arguments of the buyer, praises him. Thus, the manager disposes to himself and, as it were, invites to a dialogue.

Boomerang

We mentioned this technique a little, now let's talk in more detail. This technique is quite simple, but at the same time very effective. It can be applied in any situation. It is necessary to translate all the arguments of the interlocutor in your favor. It takes a little practice to do this, but the results will not be long in coming.

Consider a simple example of dealing with sales objections using the boomerang technique. The most common protest: "The product is very expensive." The manager constructs the answer as follows: “Yes, you are right, but for this price you can get a high quality product, as well as three additional services.” You should interest the buyer, tell that even if the product is a little more expensive, you can be sure of its quality, and we will arrange free delivery, etc.

Fixation technique

This method is great for dealing with objections from clients you've worked with in the past. It involves the construction of judgments and arguments based on the starting point. The positive moments of cooperation should be used to convince the client. For example, “Remember, earlier all payments were on time, there was no delay?” or “You know that our company sells only high quality goods. Remember that laptop that you bought from us six months ago ... ".

This technique allows you to create a favorable environment for communication. It can also be used in a negative sense. If you have information that your competitors had some problems with the provision of services or something else, you can point this out in a conversation with a client. However, you should remember that you can not cheat. If this is found out, the reputation of the company and the manager personally will be greatly damaged.

Assumption technique

This method of dealing with objections is similar in essence to the method of extracting the root. Here, too, you need to get to the bottom of the truth and find out the real reason for the refusal. In this case, you should communicate with the person a little more boldly, assuming a solution to the problem.

For example, if the client is not satisfied with the high price, the manager may ask: “OK, if we provide a discount, you are ready to start cooperation.” If the client answered negatively, it is necessary to find out the real reason further.

You need to understand that without this it is impossible to work with the buyer in a quality manner. Some just object because they're bored, others really want to find out why the price is so high. Such clients need to be clearly differentiated. Experienced active sales managers can visually determine whether a client who is focused on a purchase has entered, or just wants to pass the time.

The main reasons for the refusal of the client

Every salesperson should know more about psychology. After all, going through the stages of dealing with objections, you can achieve a lot by knowing some of the "chips". You need to understand your client, make sure that he leaves satisfied and wants to come back again. If everything is done correctly, then the manager himself will enjoy the work done, and the buyer will remain under a positive impression.

There are several main reasons why the client says “no”:

1. Psychological protection. The average buyer sees the seller as a predator who is ready to do anything to shake the last money out of the client. Therefore, the reflex is turned on, and the person responds negatively.
2. Bad experience. When buying any product before, the client came across an obsessive seller who presses excessively. Once you've dealt with someone like that, you won't want to do it again.
3. Negative reviews. If at least a few people speak badly about your company, this is enough to reduce the reputation. And in trade it plays a very important role. In case of loss of reputation, it becomes much more difficult to work with objections.
4. Fears. The buyer has many. He is afraid of being deceived, making the wrong choice, etc. Finding out the cause of fear, you can solve the problem.

Conclusion

Dealing with objections, as we have found, is an essential part of a salesperson's job. After all, no matter how well the manager presented the product, a number of questions will surely follow. There is a category of salespeople who are great at showing and talking about all the benefits, but if you ask a simple question, they get lost. And when the client insists and expresses disagreement, they break down psychologically.

An active sales manager must be able to improvise and have a knowledge base. To succeed in any field, you need to be a professional. In this sense, trade is no exception. Experienced managers can convince any client. As a result, the company makes a profit, and the buyer leaves in a good mood.

So, the purpose of today's article is to answer the question - how to deal with customer objections in sales. Before answering this question, it is worth saying what this phenomenon is. And it is an indicator of interest in buying. Indeed, otherwise, if the client would not be interested in the purchase, then he (the client) would simply hang up or leave. And so the client makes comments and if we correctly answer the objections, then the sale will take place.

More

Why customers object

Often the cause of objections is a different point of view. Imagine you have the number nine in front of you. Your client, looking at the same number, sees a six. You are looking at the same number, but the meaning of the number is different for everyone. And each of you, you and the client are right, but everyone's point of view is different. Your client says six, and you insist on nine.

People love to argue and defend their point of view and are ready to object even in small things. Your client may be generally satisfied with you and your proposal, but to agree directly with your point of view for the client is to betray his own.

To process the client's objection, it is necessary to "see" the situation through the eyes of the client, to accept his point of view. In no case should you argue with the client, you must forget the word "no". You may notice that many begin to speak by beginning their phrase with the word "no." If for a million reasons to say no there is at least one reason to say “yes”, you need to say “yes”, thus we preserve the field of consent and do not alienate the client.
"I totally agree with you, you're totally right"
In this case, we do not argue with the client, the client hears what he wanted to hear - he is right:
The client says "Expensive", you answer “You are right, the issue of price is very important….”
But before you agree with the client's point of view, you need to remember one important point. We must agree not with the objection itself, but with the client's right to his point of view. And if the point of view itself sounds too sharp, then these “corners” of the objection should be smoothed out. The above is an example of such smoothing - in response to the "Expensive" objection, we do not say "Yes, it's expensive", instead we rephrase "The issue of price is important".

Show your point of view

After we have accepted the client's point of view, it is necessary to demonstrate our own - to give a counterargument. And to do this not from the point of view of contracting, but as if to continue the words of the client himself. You can do this with the help of phrases - bundles. For example, the phrase is a bunch of "that's why ...":
Client "I have no time"
You “I agree that time is valuable. That's why I'm calling to set up an appointment..."

Other options

There are other phrases - bundles. These are phrases like . Such phrases are much less effective, because they severely destroy the field of consent and repel the client. And at the same time, such phrases - ligaments have a place to be.
More suitable phrases - bundles can be called "and therefore", "at the same time" or "on the other hand."

Agree and refute

The above algorithm for working with objections, which works on the principle of "agree and refute", is probably the simplest and most commonly used. The algorithm is universal and applicable in many cases, it allows you to simply and quickly respond to the client's words.

Objections (doubts) - the natural state of the buyer, "advancing" on the way to complete the transaction.

Doubts are often expressed in the form of criticisms, especially in our country, but in reality they hide the desire of the buyer to get more information about the product or service. Every client wants to "save face": to appear knowledgeable, competent, and making the right choice.

Welcome objections! An objection is a sign that you are being listened to, are making a purchasing decision and need more information.

Technique of active sales in the store

Mistakes to make when dealing with customer objections

Dispute

The axiom is that it is useless to argue with the client.

The dispute forces the client to take a tough position from which it is very difficult to “move” him. It is clear that if the seller meets any "wrong" opinion of the buyer "with hostility", he acts to the detriment of his own interests. Even if the seller politely and correctly tries to convince the client by offering the most compelling arguments, he interferes with a successful purchase.

Leaving the situation

This style of behavior is caused by the following considerations: “It is useless to argue with the client. Until he himself makes some decision, it is better not to interfere. In this case, the seller, having heard notes of doubt in the voice of the buyer, stops all activity. The long silence of the seller in this case is regarded by the client as the inability to add anything good about the product. Therefore, doubts intensify and the buyer tends to leave in order to protect himself from unpleasant sensations.

Justification

The fate of sellers who are not very confident in themselves or in the merits of their product. Indecisiveness and justifying intonations in the seller's voice sharply reduce the importance of the product in the eyes of the consumer. In addition, the client may decide that the seller is simply hiding some shortcomings from him.

Common seller mistakes:

• Panic fear of objections
• Excessive emotionality
• Not listening to the client
• Lack of post-situation analysis

Basic rules for dealing with customer doubts

Rule 1

The doubts of the client must be carefully listened to, even if at first glance they seem ridiculous and stupid. Sometimes it is enough for the client to voice his own experiences and fears in order to understand their groundlessness. The seller, who listens carefully to the buyer's objections, makes it clear: “I really care about your opinion, even if it differs from mine. I'm confident."

Rule 2

When responding to customer objections, do not be nervous and annoyed.

Rule 3

If your arguments don't impress the client, chances are you're answering the wrong "hidden" question. In this case, it should be clarified what exactly the fears of the buyer are. In 95% of cases, ordinary objections hide the client's personal beliefs, the logic of which is clear only to him.

“Rushing” immediately to dissuade the buyer, we lose the opportunity to understand the essence of his doubts.

To more accurately determine the true cause of the objections of the buyer, it is necessary to ask clarifying questions.

It is better to use open-ended questions:

v Please tell me what makes you doubt?

v Why do you think so?

v What information do you need to study?

It is optimal to have at least 10 such questions that meet the only requirement - getting an answer to the question: "What is the true reason for the buyer's doubts?"

Rule 4

The most convincing answer to the buyer's doubts is his own answer. Sometimes this requires the use of specially prepared questions, and sometimes active listening techniques.

Rule 5

When dealing with buyer's doubts, it is necessary to use the “agree and deny” technique. The reception consists of two parts. First, we agree with possible the truth that lies in the words of the client.

“Some buyers feel at first that our products are overpriced…”

“At first it seemed to me that the products of competitors are no different from ours ...”

Such phrases help the client to understand that he is being listened to carefully and partly shares his concerns, which increases the level of customer confidence in the words of the seller. It is at this point that we use the second part of the technique, which introduces Additional information for the client and refutes his doubts.

“Some buyers feel at first that our products are overpriced. Then, after a more detailed acquaintance with all the advantages, they change their mind to the exact opposite. Let's see why this happens...

It is important that the first part and the second are not connected with each other according to the principle: “Yes ... but ...”.

Better use of phrases:

• In the same time
• On the other side

Rule 6

Before moving on to another argument that refutes the client's doubts, it is necessary to obtain his agreement with the previous argument. If we have not received consent from the client, this means that he has remained on his point of view and we cannot move forward to complete the transaction.

It is necessary to carefully monitor the non-verbal characteristics of the client's behavior.

However, it is better to verify agreement with the help of questions:

• Do you agree with these arguments?
• Does it alleviate your concerns?
• Have I answered all your questions or are some details left unanswered?

Rule 7

It is necessary to sum up the conversation. In this small summary, the client's doubts and those positive arguments with which the client agreed should be present. During the summary it is better to speak in the words of the client. This will allow the client to feel that he is making a responsible decision himself, without pressure from the seller.

Rule 8

Unfortunately, there are cases when, as a result of properly performed work, the client still remains of his opinion and does not want to purchase the product. Don't get upset! If the client "ripens", he will come to us again, because. when the need for a product increases, the client unconsciously strives to buy the product exactly where it was comfortable for him to communicate.

Common seller mistakes:

• Inability to deal with objections
• Unwillingness to deal with objections
• Misunderstanding the true causes of objections
• Lack of analysis
• Lack of collective discussion of the most typical and complex objections
• Transition to personality

Algorithm for dealing with an objection

For example, the question of price arises:

- Why so expensive?

Agree!

Not with an objection, but with the fact that the objection is important.

“I understand that you think so now…

– Yes, I understand, we have to discuss the issue of quality…

- Yes, it is important, we offer the latest novelty ...

- Specify and specify.

• with alternatives.

- Do you compare our prices with someone else's or did you expect a certain amount? If the client does not understand what such money is for, then it is necessary to explain to him the advantages of your product.

It is at this stage that we can come closer to understanding "intention".

For example, it is necessary to concretize the concept of "quality". This, like happiness, everyone understands in their own way.

• paraphrasing the words of the client.

Need to support with customer" feedback”, because it is easier to keep attention while being in a state of dialogue.

1) "...isn't it?"

2) "Did I understand you correctly that ...?"

Argument.

Argumentation should be only from the perspective of the interests of the client.

When a client communicates with you, you need to find out what is important for him in choosing a tanning cream.

Example 1:

- "Why is it necessary to use several degrees of protection against rays?"

- "We suggest you start with a greater degree of protection in order to guarantee you an even and high-quality tan, for your convenience we offer you this and this cream, and you will be sure of the effectiveness and beauty of tanning."

Example 2:

- “Why is the company French, and the production is Poland?”

– “This indicates that the company is actively expanding and its products are in demand”

That is, we explain to the client why it is good for him.

Summarize or summarize.

At this stage, it is important to know about the "Edge Effect". This means: what you want the person to remember must be placed at the beginning and at the end of the conversation.

Dealing with the Objection: “Too Expensive”

Objection handling technique:

"Too expensive"

Completion of the deal

If you have built a business conversation correctly, paying special attention to collecting information about the client, if you have arranged a presentation of the product in accordance with his interests and characteristics, if you have dispelled all doubts, you do not need to make great efforts to complete the transaction.

However, this is not always the case, in real life options are possible.

2.6.1. Client ready

How to determine that the client is "ripe"?

There are so-called buy signals when:

• A customer is discussing a purchase with a friend.
• Possibility of discounts.
• I agree with the price.
• Discusses application issues that usually follow after purchase.

When closing a deal, it is better to operate with alternative questions: “Will you pay in cash or bank card?”, “Would you like to pack?”.

2.6.2. The client doubts

This refers to the situation when the client doubts, but it can be "pressed".

Having gone through all the stages, the client says: "I'll think about it", which means:

• He had doubts.
• He wants to compare (with something) or consult with someone.
• Just a rejection.

Here it is important to observe the behavior of the client. If the client has doubts, then mistakes could be made at the stage of identifying the need (gathering information), when you found out the motives or at the presentation stage, when you did not clarify everything or overloaded the client with details that did not interest him.

If questions remain at the completion stage, then there is a chance to convince the client. It is better to operate with alternative questions:

“Tell me, do you still have questions or would you like to consult with someone?”

“Tell me what you liked and what you didn’t like and what other questions you have?”

The client can be influenced by the following laws:

• Law of mutual agreement

“We agreed that…”, “as we agreed…” i.e. draw a positive conclusion.

• Law as a condition

“Technologically, this is not possible.” People with internal reference are affected like a bull by a red rag. This law should be avoided, it is better to say: “It is more profitable for you, because. ….".

• Law of Common Practice

Works well for people with an external reference. “So it is accepted, fashionable. Most order this…”

• Expert Influence

Perhaps in a situation where you refer to your experience: “I am a professional and I can advise this…”, “When I did this for a (prestigious client), he was very pleased.” Expert influence can also be based on statistics: “in Russia, where it is customary to use paints on their own, most often they order it ..”

• Charismatic influence

It is effective when contact has already been established: “For myself, I would choose this ....”, “You know, I advise you ...”

• Reward Impact

“By doing this, you will win in that…”

2.6.3. The client compares with competitors.

When a customer wants to compare your company's product and services with competitors, you need to remember the following rules:

1. Comparison needs to be correct. competitors are not bad, they are different.
2. It must be remembered that it is better to compare with those brands that do not have some property inherent in our products.
3. Praise your competitor in small things, and they will believe you in big things.
4. Key phrases: pay attention to ..., we have a difference in that ..., ordinary shampoo is sold even in the grocery ...,
5. ALL OUR ADVANTAGES YOU MUST REPRESENT HOW CUSTOMER BENEFITS.

Client leaves

This refers to the situation when the client gives the final refusal and leaves.

It is necessary to offer options for further contact. We again use alternative questions like: “Will you come to us next time or is it better for me to call you back in case of a promotion?”. Offer to take a business card and a catalog.

Deal completion techniques

Summarizing

There are no products without flaws. In addition, any product has one common drawback - you have to pay for it. In the final stage of the sale, to facilitate the decision-making, the client needs to part with the money, once again help to weigh the pros and cons.

Therefore, it is necessary to once again colorfully and briefly describe the advantages that the client saw in the product, dwell on the shortcomings that were identified during the conversation and clearly show that the pros outweigh the cons.

For this, the following conditions must be met:

• You can proceed to the completion of the transaction if the client freely and uninhibitedly expresses his point of view, looks at the product with interest and listens carefully to the seller.
• All advantages and disadvantages were previously discussed with the client. When listing arguments, you must use the words and judgments of the client.
• You should not “miss” in your speech the shortcomings of the product that the client noted. You should use the arguments that the client “dissuaded” himself at the stage of working with objections.
• When listing the advantages and disadvantages, it is important to use clarity.
• After each argument, wait for confirmation from the client.

Reducing decision making to a formality

At this stage, you should not use "frightening" words:

• Money
• Expensive
• Professional
• Buy

To proceed to the completion of the transaction, it is better to use the phrases:

• We have solved the main issue, now only the details remain. Let me take your order.
• Now it remains only to apply everything correctly. Look, please, here I put the instructions and the catalog

Alternative question

to complete the transaction directly.

BE SURE TO TAKE CONTACT INFORMATION! (if you feel that the client is our Adherent)

Typical mistakes sellers make when closing a deal:

• Misdiagnosing client status
• Failure to complete the deal
• Thinking of the reasons that do not allow to close the deal
• Poor knowledge of competitors
• Fear of competitors
• Fear of disclosing information about competitors
• Incorrect reviews about competitors
• Fear of asking closing questions
• Fear of asking for contact information
• Failure to request contact information
• Lack of homework, for contact information
• Reluctance to ask for contact information
• Misunderstanding the importance of obtaining contact information
• Incorrect reasoning to customers for the need to leave such information

Phrases that help to reasonably answer the incorrect wishes of customers.

• I can't disobey the director's instructions.
• The administration (director) tells us so.
• At ABC, together with partners, they conducted research on how best to do this and came to the conclusion that it is better to do this.

Phrases to help convince customers

We love our products.

• Do you drive a car that you like the look of but the brakes don't work?
• A Russian car may look the same as an imported one, but costs quite differently.

Like-dislike technique (find out what you don’t like and suggest an alternative)

Example #1:

Client: This cream doesn't seem to work for me. I should think.

Manager: Understand. Such a decision requires careful consideration, and I am ready to help you make correct solution. You have seen certain advantages in our creams, but you have some doubts. Tell me, please, what did you like the most and what causes doubts?

Client: It's very good what it has healing herbs, but can it be used as a moisturizing and refreshing?

Manager: Let me offer you this cream ... It just has healing properties and moisturizes.

Example #2

Client: This professional hair dryer is very expensive. I should think.

Manager: Yes, I agree with you. The price is really higher than usual. What do you think is the main advantage of this hair dryer over the usual one?

Client: I think it has a powerful motor and lasts longer, but it's kind of heavy.

Manager: Let me offer you this model ... It is quite light, but it will last a very long time and you will not regret that you bought it from us.

"Let me help you" trick

(join and form customer choice)

Example #1

Client: I looked through so many shades of paint. I should think.

Manager: I completely understand you. You told me that now you need to change the image and buy paint for a certain budget. My goal is to help you get it. Can you tell me what exactly is stopping you?

Client: On the one hand, I want a red shade, but on the other hand, it seems to me that it doesn’t really suit my face.

Manager: Let me help you. Considering your short haircut and the color of your eyes, I recommend that you choose from this brown palette. How do you like this shade? I think it will just reflect all your natural beauty.

Example #2

Client: I don't understand why this shampoo costs so much money. What is so valuable about it? I should think.

Manager: Of course, this shampoo belongs to the SPA-series and is quite expensive. But this series is based on sea ​​water with algae and minerals. Let me find the right shampoo for you. Do you have dry and brittle hair?

Client: Yes, I wish they weren't.

Manager: Let me help you. I offer you this ... a unique shampoo with a nourishing effect of hair follicles. Continuous use of it for 2-3 months will improve the structure of your hair. I think you will be very satisfied.

Reception “It usually means…”

(say the client's objection out loud and find a solution)

Example #1

Client: I have heard about this miracle drug before. I should think. Thank you.

Manager: It's clear. Whenever I hear such an answer, it usually means that there is some kind of doubt that stops. Do you think its action is not real?

Client: Well, I don’t know, my friend bought it and it’s all for nothing.

Manager: If you allow, I will tell you how to use it correctly. Perhaps your girlfriend is using it not according to the instructions. Our company just always sells those products that have already been tested and have proven themselves from the best side.

Example #2

Client: Your price is higher than ABC's. I can buy it there for less.

Manager: It's clear. If it wasn't about price, would you buy from us?

Client: Quite possibly.

Manager: Fine. You are right, the price of ABC shampoo is slightly lower than ours. At the same time, we offer additional services that you do not receive right now, such as a bonus card, prize draws, gift wrap, holding presentations on the use of funds with a sale with a card, and so on.

So while you may be paying more at first glance, you actually save money by buying from us. Why don't we make a purchase and get a bonus card for you right now?

“Expensive, no time, I’ll think about it” - objections in sales are different, and each time they mean that the deal is about to fail. But the situation can be saved if the client's doubts are correctly processed. We have analyzed typical examples of objections in sales and prepared effective options for responding to them.

An example of competent work with an objection

If you are just learning how to work with clients and their doubts, take a walk through the regular market. This is where the real battles unfold!

Morning, milk row and four women with identical bottles of farm milk.

- How much does a liter of milk cost?

- 100 rubles.

- Why is it so expensive? It's even cheaper in the store!

- Pasteurized in the store, but I have fresh, in the morning the cows were milked. Everyone here is in the evening. Save a couple of rubles, and it will turn sour by the evening. Do you need it?

- Um, no. Okay, let's go for 2 liters.

Now imagine that the thrush began to resent: “But is it really expensive! You haven’t seen expensive milk yet!” The buyer would turn around and go to another seller. But the farmer knows how to deal with objections in sales, so she has more revenue and regular customers.

This simple example shows that objection handling in all areas. Now let's move on to the complex world of offices, phone calls and online stores, we will analyze in detail the main objections in sales and the options for responding to them.

Dealing with Objections in Sales: 15 Examples

Price objections

The most common, especially in retail sales. The client says: "It's too expensive" and leaves to look for cheaper. The manager's task is show the buyer the value of the product so that he sees that the purchase is worth the money.

How to answer

Dissatisfied with the product/service

Another common customer objection in sales is that the customer may not like the product, shipping terms, design, whatever. The manager needs find out what the problem is and focus on the main advantage.

How to answer

Excuses: “no money”, “no time”, “I will buy later”

If the client used one or all of the excuses at once, consider that there is now a wall between you. And how to work out objections in sales, if the client is only waiting to be able to leave? To get through to him point out the strong advantages of the product, make profitable proposition use the triple yes technique.

How to answer

Immediately says "no"

How to deal with objections in sales if the client immediately says "no" or brushes off the standard "I'm just looking"? You can leave him alone, or you can establish contact.

When it comes to sales, the words about “difficult clients” always slip through, they tell how much trouble they have and what efforts you have to put in to work with them and keep them.

But thanks to simple technologies, such as competent work with objections, difficult clients gradually turn first into just customers, and then into beloved partners.

If the buyer objects, his point of view is absolutely fair in his picture of the world and he will not be convinced by the arguments that you offer based on your perception of the world. Therefore, first of all, it is important to “tune in” to the interlocutor, without belittling or challenging his statements.

The objection is like a mirror.

Difficult clients never appear out of nowhere. The general distrust of the offered goods/services is rather a trend on which business relations begin to be built, so the appearance of objections is a sign of the first step towards a deal.

The client's objections show:

His past experience

Client: I have already bought office furniture. They called themselves market leaders, and I waited three weeks for delivery. I don't want to work with leaders anymore.

- - his fears and doubts

Client: You talk painfully beautifully about your tours: it doesn’t happen like that.

Biased ratings

Client: I don't believe that such a young business analyst can understand the inner workings of our company!

Motives driving them when making a decision

Client: Did your recruiter say that a new employee will only have a three-month warranty?! You can't check the accountant before handing over the balance sheet.

And they are also provoked by the manager himself:

Manager is poorly organized

Client: I've been waiting twenty minutes for a response from you. Does your whole company work like this?

The manager did not find convincing arguments, arguments

Customer: I don't believe your "equipment will meet specification". If this is the only thing on which the technology of your work rests, then I will probably look for another agency.

The manager is lying

Client: How long will it take to execute the contract?

M. - A day or two ..

Client: What?! And why did you tell me yesterday that this can be done within an hour?

manager arguing

Client: Three months of guarantee for the selection of a new accountant is not enough. I would like to issue six.

M. Why do you need six months. For three, the accountant will show all his knowledge.

Client: I myself will decide: how much I need a guarantee!

They were known only by sight!

To build a worthy response to emerging objections, you need a model in which both beginners and professionals can work. One of these could be a typology of BOKS clients. ("Safety-Possession-Comfort-Status").

Based on this model, many companies prepare a standard presentation for the telemarketing department, where markers are embedded in the first few phrases that determine what type of customer the interlocutor is. I will immediately note that these markers are especially important for telephone sales specialists, since they are used only for them (without being able to type the client by gestures, dressing style or organize his office).

Here is an example from telephone sales in recruiting.

Good afternoon. My name is Maria, I represent recruitment agency"Vector". We have been recruiting personnel for the oil industry for more than 5 years, we have a well-established database of resumes, well-established technologies that allow us to close any positions within the agreed time frame. I suppose we can be of service to you?

Let's analyze in detail all the laid markers.

Good afternoon.- sounds more serious than "hello." And according to the NPL technology, it sets the client in a more positive way in relation to the interlocutor, thanks to the first word “kind”.

My name is Maria, I represent the Vector company.- introduction to the interlocutor.

For the oil industry- information for the client "We are our own for you."

we have been recruiting for over 5 years

For the "security" it will sound like "we have already tested our technologies and we will not be mistaken",

For "comfort" - "we have already developed a good technology, it is convenient with us"

we have a well-established database of resumes, well-established technologies,

For the "security" it will sound like "we have already checked our technologies and we will not be mistaken",

For the “status member” - “we are experienced partners, working with us is a sign of success”,

For the "owner" - "We have exclusive things, and they can be yours."

which allow you to close any positions within the agreed time frame.

For "comfort" - "we have already developed a good technology, it is convenient with us",

I suppose we can be of service to you?

This phrase sounds the same for all types of clients: it encourages them to find personal benefit from working with a recruiting company.

And yet, no matter how armed the account manager/sales manager is with negotiation skills, objections will still arise. They do not need to be scared - you need to be prepared for them.

In companies where sales are on a grand scale (for example, production, own stores, branches in the regions and a wide dealer network) and there is a corporate university where objection handling is a mandatory training course for salespeople. And in the absence of a training system, when a new “salesperson” is introduced to the position, they are initiated into typical objections and the answers to them established by the tradition of the company.

In the negotiation process, work with objections is in a separate place. We can safely say that the most difficult part of any negotiation.

The objection handling process is very simple.

1. Listen- Do not interrupt the client in order to understand exactly what makes him doubt.

2. Argue- Offer objective characteristics of the product (quality, price, etc.), and not your own attitude towards it.

3. Use objections to your advantage- Do not argue with the client, because this is what he expects from you. Recognize that you understand his opinion, and just so that his fears are not confirmed, this product / service has the following characteristics

4. Consult- Remember that pushing a product differs from a sale in that when selling, the seller offers the product based on the needs of the client, and not on his own attitude towards the product. If the client does not understand something, then you explained it poorly to him or you are not responding to the client’s real objection

Start your speech only with the words: Yes, and Yes. And that's why ... Yes, and

Don't say: Yes, but... And don't... No.... Although... Nevertheless...

As an example, let's take the most common customer objection ("EXPENSIVE!")" and see how we can work with it.

So let's start the conversation!

What can the manager say?

1. Method of counter questions.

The most effective counter-question to the objection "This is too expensive"-" Expensive compared to what?", "What do you compare this service / this product with?".

This question will make it easier for you to figure out what the customer's objection is. Once you figure out the real reason for the objection, you can take targeted actions, such as making evidence:

• Explain what is the significant benefit of your proposal for the client.
• Tell about the development work and successful results obtained at the enterprises of this industry.
• Report about high quality your product/service and high qualification of your specialists. (for example, guides)
• Point out the increased quality requirements of your customers and especially the high quality requirements of your partner.

So the dialogue will continue like this:

M. - Expensive compared to what?

K. - Yes, with the same Turkey. There all inclusive for two weeks 600 bucks. And to your Berlin - one and a half thousand!

M. - Yes. Indeed, it is cheaper to travel to Turkey than to Germany. But there are many interesting places to visit in Germany, and not just a hotel and a beach.

K. - Well, well. Berlin is not. And Spain? Hotel and beach.

M. - When we take vacationers to Spain, we make an exclusive program of acquaintance with the country. ( increased quality requirements of your customers.) So that everyone who has been to Spain can say not only “the ocean is good”, but also “Velasquez is good”.(This is a veiled compliment and an appeal to the status of the client - the manager draws the future of the service). The price of European tours is the price of a holiday with comfort and a rich cultural program. Including very experienced guides.(High quality service and high qualification specialists).

2. The USO method of Rudolf Schnappauf or the Surprise method.

The manager is allegedly surprised by the client's objection and asks him to explain the chosen point of view.

At marvel a little: "Is that so?"

WITH ask: “In what respect?”, “What do you mean by this?”

Whatever the client does not answer, his explanations will become for the manager Starting point for subsequent arguments.

Consider the same dialogue.

The client is watching tours to Europe.

M. - Good afternoon. I am the manager of the Travel company. We do tours in Europe, and I can offer you some interesting options.

K. - Yes, now I am also engaged in Europe. Beautiful, of course. I just won't go there - the prices are just crazy.

______________________

M. - Expensive? Have you already looked at the section "Economical rest"?(working with an objection)

K. - I watched everything. Everything is not serious there. Not a tour, scraps! ( the manager receives information that he has a status client in front of him.)

M. - Yes. Indeed, economical tours are the minimum excursion program. But still creating an idea of ​​the country.(Creating an advantage. Showing the benefit to the customer)

K. - That's it. Minimum.(the client agrees. This means that the manager has successfully made the adjustment.)

M. - Where did you plan to go?(transferring the conversation from an abstract objection to the topic of a real sale).

K. - In general, I wanted to go to Germany.

M. - We have several tours in Germany with good value for money. I can describe in detail all the services that we included there.(the manager remembers that the client is a status person and the level and volume of services provided are important for him). And send the file by mail.

3. Method "no fish, no meat":

Direct the conversation to the client's best interests and use terms that reflect specific concepts that are beneficial to you, such as economy, profitability, etc. instead of the abstract word "expensive". Wait for the client to agree with you and after that continue:

Consider the same dialogue.

The client is watching tours to Europe.

M. - Good afternoon. I am the manager of the Travel company. We do tours in Europe, and I can offer you some interesting options.

K. - Yes, now I am also engaged in Europe. Beautiful, of course. I just won't go there - the prices are just crazy.

M. - Yes. I understand your indignation.(adjustment for the client) And on the other hand, paying a little more, you get not only rest and a change of scenery, but also a rich cultural program with visits to world-famous museums and palaces. (work with objection).

K. - And yet very expensive!

M. - I can offer you to choose the excursions that you would like to visit during your trip to Europe. (invitation to cooperation. Drawing the image of a happy future). We will be able to find the optimal ratio of pleasure and costs.(Cancellation of objection).

But working with the “Expensive” objection according to this principle will be better on sales of consumer goods, for example, household appliances.

The client looks at teapots.

M. - Good afternoon. I am a manager of the M-Video company. We are selling household appliances. If you are interested in teapots, I can offer several interesting models.

K. - You know, I need a home theater. But your prices are very high.

M. - Yes. At first glance, the prices seem very high.(adjustment to the client, response to an objection) . But by spending this amount now, you will regularly save electricity: they consume three times less than conventional TVs. In addition, the screen will never give a glare: you would save your eyesight and save on glasses.

4. Identify the relative nature of the costs.

The client is watching tours to Europe.

M. - Good afternoon. I am the manager of the Travel company. We do tours in Europe, and I can offer you some interesting options.

K. - Yes, now I am also engaged in Europe. Beautiful, of course. I just won't go there - the prices are just crazy.

M. - Understand.(answer to objection). 40,000 rubles at first glance seems like a significant amount, however, this is quite comparable to spending on gasoline, friendly gatherings in restaurants and barbecues if you decide to spend your vacation in Moscow and go to friends and to the country.(revealing the nature of the costs). In contrast to these costs, every ruble you spend on a trip abroad will bring you the pleasure of seeing a new world, good service and will give you the opportunity to switch from the ordinary.(setting advantages, drawing a happy future client).

Summing up, I would like to add that there are very few objections themselves, and with a competent approach to work, after a month of active sales, the specialist receives all the necessary skills to respond to typical phrases of difficult customers.