CLIENT'S OBJECTIONS AND ANSWERS TO THEM

Your clients love to object... You can understand them. The market is saturated, there are many offers...Money, as always, is not enough...

This stage of the sales process is deliberately depicted in a vertical diagram.

This emphasizes that, in fact, objections can come from the client at any stage of the negotiations. And at any moment, an experienced seller is ready to respond to objections. For many inexperienced salespeople, customer objections represent a major obstacle to closing a deal. For an experienced seller, objections and responses are the most interesting stage of the sales process. The client's objections indicate his interest!

Typical objections

Many years of experience as a trainer suggests that most objections are related to price or a specific product. About them - a little below. Here we will look at several objections that are typical for selling a wide variety of goods and services. Answer options are also offered to your attention. Every experienced salesperson understands that there is no “magic” technique that will help overcome any objections. However, persistence combined with the enthusiasm of the seller is a sure recipe for success!

Objection: “I don’t have time for this talk!”

Answer (answer options): – I understand...You are a busy person...If I call you back later, will you mind?

– I’ll take just a little of your time...

Objection: “Where is the guarantee...?”

Answer: - Our company has been on the market for 5 years...

– Our clients are reputable companies. For example…

– Our warranty repair center is located at...

Objection: “We already have a supplier”

Answer: - Of course, this is not surprising... Such a reputable company should have regular suppliers... But maybe it has slightly different delivery conditions...

- Let's try to compare the conditions...

Objection: “This refrigerator (wardrobe, sofa...) is too big for our family...”

Answer: - Where are you going to put it?

Objection: "Need to think…"

Answer: - Of course... We are talking about a serious deal... However, please note that if tomorrow we deliver the goods to you, then tomorrow you will be able to receive the corresponding profit...

Objection: “Your product sells poorly (in the store)”

Answer: - Let's take a look at the display of goods on the sales floor together.

As the seller gains experience, the list of typical objections and responses expands. It is clear that the above answers are not the only possible ones. Experienced sellers will always be able to “strengthen” this list with their own versions of the answers.

How to respond to objections

The experience of many “generations” of sellers suggests the following “creative” scheme:

1. Listen to the objection

2. Show gratitude or empathy.

3. Ask open-ended questions. Ask the client to state his objection in more detail

4. Summarize the information received

5. Answer the objection

6. Make sure your answer is accepted and understood

– Give the client the opportunity to speak. Don't interrupt...

– Don’t tell the client that he is wrong. Even if you are sure that his opinion is wrong, remain silent or say, for example: “Original point of view,” “There are people who would agree with you.”

– If the client raises several objections in a row, take notes (to respond), separating the objections with which you agree from those with which you disagree. Start answering with the words: “I agree with you...”

– Don’t rush to talk about the price.

– Avoid discussions.

– Know in advance about the client’s possible objections. Be prepared to answer them in the best way possible, taking into account the customer's purchasing motives and needs.

– Don’t dwell on a “difficult” objection. It hits the mark "right on target." Therefore, your careless answer: “I agree” can make the entire subsequent conversation meaningless. Say something like: “This is important note... I’ll answer it for you... a little later.” Next - a few strong arguments - and your prepared answer.

Excuses

Very often, buyer objections are not even objections at all, but simply excuses. They are only far-fetched reasons for refusing to purchase. It’s rare that you hear from a buyer: “There’s no reason - I just don’t want to buy it.” The most common objections given are classic excuses.

In order to “pull out” the real reason for the refusal from the buyer, the seller must monitor the reaction of the interlocutor during the presentation of the product, at the stage of argumentation. If the buyer does not show interest in the price or characteristics of the product, it is advisable to stop and try some other method.

Objections about price

The issue of price is very common in the sales negotiation process in Ukraine. Typical price objections and recommended responses are as follows.

Objection: "It is expensive…"

Answer: - Quality goods doesn't come cheap...

– Sometimes they say: “The miser pays twice”...

– Pay attention to the unique properties of our products

– What price do you consider fair?

Objection: “It costs less at the Lotos company”

Answer: - Are you sure this is the same product? What are the characteristics of their model?

Objection: “I can buy it much cheaper at the market”

Answer: - Buying at the bazaar involves a certain risk...

– We still have to get to the market, but you and I can make a decision “here and now”

How else can you respond to price objections?

– Compare the price with the client's price. The resulting difference can be “reduced to a trifle” if you divide it by the period of use of the product and estimate the “expenses per day”.

– If they ask you to reduce the price, make a “counteroffer.” It must be prepared in advance. For example: “If you buy two sets, a 5% discount is possible,” “If we sign a contract for a year, the discount can be very significant.”

– Benefits are more important than price. You talk again about the key benefits that accompany the purchase or the losses that the client may suffer if he does not buy. (“Yes...It’s worth thinking about...But note that there are only two sets left in stock...Maybe it would be safer to make a decision today?”).

Product objections

Let's consider specific example - wholesale trade medications. Conversation between the manager of a wholesale company and the head (manager) of the pharmacy.

Objection: “We already have enough antihistamines”

Answer: - It's good when the client has the opportunity to choose

– We offer products from domestic manufacturers. And she is always in demand...

Objection: “In our microdistrict there are only pensioners. You know what they buy."

Answer: - It's good that there are a lot of retirees. After all, pensions have recently been increased.

They will not spare money for good medicine.

Objection: “This one... isn’t selling well.”

Answer: - I noticed that it was displayed in an inconspicuous place.

If you allow me, I will ask the “chief captain” to move it closer to the cash register.

Objection: “You have a small range of drugs. It’s more convenient for us to work with a large supplier"

Answer: - A large assortment- it is important. However, pay attention - we have drugs that others do not have.

Another example. Sale passenger car"Volga".

Objection: “Well...the quality of Russian cars is known to everyone!”

Answer: - Many people think so...However, last years Russian manufacturers have significantly improved the quality of their products.

Objection: “The upholstery is too light. Any stain will be immediately noticeable!”

Answer (option 1): – Yes, the upholstery is light... But what a feeling of spaciousness and spaciousness!

Answer (option 2): – Let's see another salon.

One more example. Sale of services for advertising in magazines.

Objection: “Your circulation is large, but the readers are women. And our product is designed for men!”

Answer: - There are statistical materials that show that 80% of men's deodorants are bought by women - for their husbands and loved ones...

Objection: “On the original layout the colors are the same, but in the edition they will be completely different! We already have experience!”

Answer: - You can understand... Sometimes this happens... We recently purchased new equipment that provides extremely accurate color rendering in printing.

Objection: “People read news, not advertising!”

Answer: - This is true...But subconsciously the reader notices advertising on the page too...And in the store he will make the appropriate decision!

Another example. Sale of office furniture.

Objection: "It costs expensive. Where is the guarantee of reliability?

Answer: - We provide a 10-year guarantee on cabinet furniture and 5 years on upholstered furniture.

Objection: “Why can’t you deliver the furniture tomorrow?”

Answer: - We work on individual orders. Everything will be made in the right color and size... Therefore, it will take 7 days for production and 3 days for delivery.

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Hello! In this article we will talk about techniques for dealing with client objections.

Today you will learn:

• How to deal with objections correctly;
• What methods of dealing with objections exist;
• What types of objections are there?
• How to respond to each type of client objection.

Why do you need to handle customer objections?

Anyone who has worked or is working in sales knows this stage of the sales process as an objection.

Objection – a doubt or question from the consumer, to which the seller must give a reasoned answer. Otherwise, the consumer will not buy the product and will go to competitors.

Example:

— Your product doesn’t suit us.

— Have you encountered the “N” problem? Our product is designed in such a way that such a problem will never occur.

8. Looking to the future. If you come across a silent client, then this method is for you. It consists in formulating questions about the future.

Example:

— What product would you be completely satisfied with?

— What product would you buy?

This method is aimed not so much at working with objections, but at identifying the client’s needs for further persuasion.

9. “It’s customary”. Refer to accepted social norms. Such arguments begin with the phrases: “For a company of your level…”, “These jeans are ideal for a girl with such a beautiful figure.”

10. “It’s been worse”. Suitable for those objections that are related to the complexity of making a purchase. For example, a client says that he needs a sofa custom size. In this case, the manager may respond: “We recently filled an order for a four-tier bed. It will be easy for us to fulfill your order.”

11. “What would convince you to buy our product?”. This method can be used when everything else has flown out of your head. Answer any objection from the client with the question: “What could convince you to purchase our product, even with the “disadvantage mentioned by the client?”

Objections in telesales

It is especially difficult to deal with consumer doubts when... You do not see the interlocutor’s reaction to certain arguments and your conversation can be interrupted at any moment.

In telephone sales, dealing with contradictions occurs only once, after the presentation of the product. In this case, your answer should begin with the phrase: “Our product will allow you...”, Our product will solve your problem.”

All other work must take place according to standard scheme. You just have to pay attention to how you speak. After all, the impression of you as a seller will be built on the basis of your voice. He must be calm and confident.

If a pause occurs, experts recommend resorting to the technique of rhetorical questions that will defuse the situation.

Example:“Isn’t it convenient when the goods are delivered directly to your home?”

Also in telesales, managers often deal with negative customer reactions. Try to interest such an interlocutor, but if he still does not want to continue the conversation, simply thank him for his time and say goodbye. This will help maintain a positive impression of you and your company.

There are several rules that allow you to carry out the stage of responding to objections most effectively:

• Research the product you are selling. You must know everything about him;
• Be sure that your product is really good, you should not deceive the client, talk about facts that you have no doubt about;
• Be friendly and welcoming, even if the buyer is being insensitive.
• Listen carefully, use the client’s words for argumentation, never interrupt your interlocutor;
• Don’t be afraid of objections, they are a signal that the client is interested in your proposal;
• Speak confidently, don't worry;
• Do not hesitate to ask questions if you do not understand the reasons for the objections;
• Agree with the client, show interest in his problem;
• First, name the benefits that the product will bring to the client, and only then its price;
• Prepare a list of the benefits of your product in advance;
• Compose. A script is an approximate structure of a conversation between a manager and a buyer. It allows you to direct the seller’s actions in the right direction.

Sales objection script

The stage of answering objections occurs immediately after the presentation of the product.

Stages of the script for working with objections:

1. Clarifying the situation. At this phase, the manager should ask the question: “Are you interested in this offer?”, “Would you like to receive more detailed information?”
2. Listening to the buyer. We have already talked about this, so we will not dwell here for long. Here the manager must show that he understands the interlocutor’s indignations and shares them. This can be done using the phrases: “I agree with you,” “I also encountered such a problem,” “This sometimes happens.”
3. Using all the methods of dealing with objections that we talked about above. Pick a few techniques and apply them.
4. Answers to client questions. Work through possible questions for each objection. This will allow you to respond quickly and confidently.
5. Closing the deal and saying goodbye to the client. Even if the conversation did not go well for you, thank the failed customer for his time.

Objections (doubts) are the natural state of a buyer “advancing” on the path to completing a transaction.

Doubts are often expressed in the form of criticism, especially in our country, but in reality they hide the buyer’s desire to receive more information about a product or service. Every client wants to “save face”: to appear knowledgeable, competent and making the right choice.

Objections welcome!!! An objection is a sign that they are listening to you, making a purchasing decision and need additional information.

Technique active sales in the shop

Wrong courses of action when dealing with customer objections

Dispute

Axiom - it is useless to argue with a client.

The dispute forces the client to take a rigid 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 a decision, it is better not to interfere.” In this case, the seller, hearing notes of doubt in the buyer’s voice, stops all activity. In this case, the seller’s long silence is regarded by the client as an inability to add anything good about the product. Therefore, doubts intensify and the buyer strives to leave in order to protect himself from unpleasant sensations.

Justification

The lot of sellers who are not very confident in themselves or in the merits of their product. Indecision 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.

Typical seller mistakes:

• Panic fear of objections
• Excessive emotionality
• Not listening to the client
• Lack of analysis after the situation is over

Basic rules for dealing with client doubts

Rule 1

The client’s doubts must be listened to carefully, even if at first glance they seem ridiculous and stupid. Sometimes it is enough for a client to voice his own experiences and fears in order to understand that they are groundless. A salesperson who listens carefully to the buyer's objections makes it clear: “I'm really interested in your opinion, even if it differs from mine. I'm confident."

Rule 2

When responding to client objections, do not be nervous or irritated.

Rule 3

If your arguments don't impress the client, you're probably answering the wrong "hidden" question. In this case, it is necessary to clarify what exactly the buyer's concerns are. In 95% of cases, ordinary objections hide the client’s personal beliefs, the logic of which is understandable only to him.

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

To more accurately determine the true reason for the buyer’s objections, it is necessary to ask clarifying questions.

It's better to use open questions:

v Please tell me what makes you doubt?

v Why do you think so?

v What information do you need to learn?

It is optimal to have at least 10 such questions that meet the only requirement - obtaining an answer to the question: “What is the real reason for the buyer’s doubts?”

Rule 4

The most convincing answer to a 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 doubts, you must use the “agree and deny” technique. The reception consists of two parts. In the first we agree with possible the truth that is contained in the client's words.

“Some buyers at first think that our products have a high price...”

“At first it seemed to me that competitors’ products were no different from ours...”

Such phrases help the client understand that he is being listened to carefully and his concerns are partially shared, which increases the client’s level of trust in the seller’s words. It is at this moment that we use the second part of the technique, which introduces Additional information for the client and refutes his doubts.

“Some buyers initially think that our products are overpriced. Then, after more detailed acquaintance with all the advantages, they change their opinion 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 remained at his point of view and we cannot move further to complete the transaction.

It is necessary to carefully monitor the nonverbal characteristics of the client's behavior.

However, it is better to ensure agreement by asking questions:

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

Rule 7

It is necessary to summarize the conversation. This small summary should contain the client’s doubts and those positive arguments with which the client agreed. During the summary, it is better to speak in the client's words. 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 correctly carried out work, the client still remains unconvinced and does not want to purchase the product. Don't be upset! If the client “ripens”, he will come to us again, because... when the need for a product intensifies, the client unconsciously strives to buy the product exactly where he felt comfortable communicating.

Typical seller mistakes:

• Inability to handle objections
• Reluctance to deal with objections
• Misunderstanding of the true reasons for objections
• Lack of analysis
• Lack of collective discussion of the most typical and complex objections
• Getting personal

Algorithm for handling objections

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 this is exactly what you’re thinking now...

- Yes, I understand, we must discuss the issue of quality...

- Yes, this is important, we offer the latest innovation...

– Be specific and specific.

• using alternatives.

– Are you comparing our prices with someone else’s or were you counting on a certain amount? If the client does not understand what the money is for, then you need to explain to him the benefits of your product.

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

For example, the concept of “quality” needs to be specified. This, like happiness, is understood by everyone in their own way.

• paraphrasing the client's words.

It is necessary to support with the client " feedback", because It is easier to maintain attention while in a state of dialogue.

1) “...isn’t it?”

2) “Did I understand you correctly that...?”

Give your reasons.

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

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

Example 1:

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

“We suggest you start using more protection to guarantee you an even and high-quality tan. For your convenience, we offer you this cream, and you will be confident in the effectiveness and beauty of the tan.”

Example 2:

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

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

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

Summarize, or sum up.

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”

Techniques for handling objections:

"Too expensive"

Completing the deal

If you structured your business conversation correctly, paying special attention to collecting information about the client, if you arranged the presentation of the product in accordance with his interests and characteristics, if you 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. The client is ready

How to determine that a client is “ripe”?

There are so-called buy signals when:

• A client discusses a purchase with a friend.
• Possibility of discounts.
• I agree with the price.
• Discusses application issues that typically follow after purchase.

When closing a transaction, it is better to use alternative questions: “Will you pay in cash or by bank card?”, “Should I pack it for you?”

2.6.2. The client has doubts

This refers to a situation where the client has doubts, but you can “put the pressure on him.”

Having gone through all the stages, the client says: “I’ll think about it,” which means:

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

It is important to observe the client's behavior here. If the client has doubts, then mistakes could have been 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 are not of interest to him.

If there are still questions 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 do you want to consult someone?”

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

The client can be influenced using the following laws:

• Law of mutual agreement

“You and I agreed that...”, “as we agreed with you...” i.e. drawing a positive conclusion.

• Law as a condition

“With technology, 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: “This is more profitable for you, because... ....”

• Law of generally accepted norms

Works well for people with external reference. “It’s so accepted, it’s fashionable. Most people order this..."

• Expert influence

Perhaps in a situation where you refer to your experience: “I am a professional and I can recommend 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 yourself, this is what people most often order..”

• Charismatic influence

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

• Impact of Reward

“By doing this, you will win this…”

2.6.3. The client compares with competitors.

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

1. It is necessary to compare correctly - 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 yourself in big things, and they will believe you.
4. Key phrases: pay attention to..., our difference is that..., ordinary shampoo is sold even in grocery stores...,
5. YOU MUST REPRESENT ALL OUR ADVANTAGES HOW THE CUSTOMER BENEFITS.

The client leaves

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

It is necessary to offer options for further contact. We are using again 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 catalog.

Techniques for completing a deal

Summarizing

There are no products without flaws. In addition, any product has one common drawback - you have to pay for it. At the final stage of the sale, the client needs to help him make a decision easier by parting with his money and once again helping him 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 those shortcomings that were identified during the conversation and clearly show that the pros outweigh the cons.

To do this, the following conditions must be met:

• You can move on to completing 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, it is necessary to use the client's words and judgments.
• You should not “skip” in your speech the shortcomings of the product that the client noted. You should use the arguments with which the client “dissuaded” himself at the stage of working with objections.
• When listing 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 “scaring” words:

• Money
• Expensive
• Professional
• Buy

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

• We have solved the main issue, now only the details remain. Let me collect your order.
• Now all that remains is to apply everything correctly. Please look, this is where I put the instructions and catalog

Alternative question

For immediate completion of the transaction.

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

Typical mistakes sellers make when completing a transaction:

• Incorrect diagnosis of the client's condition
• Failure to complete the deal
• Thinking of reasons not allowing you to complete the deal
• Poor knowledge of competitors
• Fear of competitors
• Fear of giving information about competitors
• Incorrect reviews about competitors
• Fear of asking final questions
• Afraid to ask for contact information
• Failure to request contact information
• Lack of home preparations, for contact information
• Reluctance to ask for contact information
• Lack of understanding of the importance of obtaining contact information
• Incorrect reasoning for clients to leave such information

Phrases that help you respond to incorrect customer requests in a reasoned manner.

• I cannot violate the director's instructions.
• The administration (director) tells us so.
• The ABC company, together with its partners, conducted research on how best to do this and came to the conclusion that it is better to do it this way.

Phrases to help convince clients

We love our products.

• Do you drive a car that you like the design of, but the brakes don't work?
• A Russian car may look the same as an imported one, but the cost is completely different.

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

Example #1:

Client: This cream doesn't seem to suit 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. Please tell me what you liked most and what is in doubt?

Client: It's very good that it has healing herbs, but can it be used as a moisturizer and refresher?

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

Example No. 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 a regular one?

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

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

“Let me help you” technique

(join and form the client's choice)

Example No. 1

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

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

Client: On the one hand, I want a red shade, but on the other hand, I think 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. What do you think of this shade? I think it will just reflect all your natural beauty.

Example No. 2

Client: I don't understand why this shampoo costs so much money. What's 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 made on the basis sea ​​water with algae and minerals. Let me find you the shampoo you need. Do you have dry and brittle hair?

Client: Yes, I wish they weren't like that.

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

The “This usually means...” technique

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

Example No. 1

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

Manager: It's clear. Whenever I hear this answer, it usually means there is some doubt that is stopping me. Do you think his action is not real?

Client: Well, I don’t know, my friend bought it and it was all in vain.

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

Example No. 2

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

Manager: It's clear. If it weren't a matter of price, would you buy from us?

Client: Quite possibly.

Manager: Fine. You are right, the price of shampoo from the ABC company 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, gift draws, gift wrap, conducting presentations on the use of funds with a sale if you have a card, and so on.

So, although at first glance you are paying more, you are actually saving money by buying from us. Why don't we complete your purchase and get a bonus card for you right now?

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Entrepreneurs and sales managers often face objections from the client. Resistance is an unconscious reaction to an invasion of personal space. Often clients do not even think about their phrases, but react spontaneously. And here you need to understand that critical comments often do not mean a refusal, but hide a desire to get more information about a product or service. Business coach Vladimir Yakuba spoke in his column about how to competently work with client objections.

36 years old, entrepreneur, business coach, HR expert, founder and owner of several companies (Tom Hunt, Business Realty, CVexecutive.ru, Sales-script.ru, Masspeople.ru, Podborkadrov24.ru). Education: Nizhny Novgorod State University (specialties in economics and jurisprudence), Higher School of Economics (HR Management). Author of several books and training films on leadership, sales and human resources. Host of the television program “Personnel Decide”, participant in the reality show “Candidate with Vladimir Potanin” on the TNT channel.

You can't argue, you can't agree

The culture of communication with clients needs to be learned. But various trainings and courses will be ineffective if you do not use your knowledge in practice and try new ways of interaction. Possible mistakes should not be scary; you need to listen to them in order to hone your skills and take it to a new level.

The salesperson must be prepared for resistance from the client in order to find the right words to answer in time. Dissatisfied and doubtful people are present in any audience, but this only proves their interest in the service. Trying to gently convince your opponent or enter into a discussion with him is pointless. The dispute will only provoke the development of the conflict, which will lead to loss potential client and, accordingly, profits. Therefore, you need to agree with the buyer, but do it in such a way that what is said ultimately turns into a direct benefit for the seller.

It is important to take any objection seriously, regardless of its content and form of expression. You need to try to understand the true motives of the buyer and it is advisable not to delay in answering. A long pause in the conversation will make the client think that the seller has nothing to say in favor of the product being offered. Don't give the buyer time for a deep thought process. Then he will definitely find another compelling argument for refusing the deal.

Let's dwell on a few important points. Objections from the buyer may be:

False: overcoming them only gives rise to new doubts, and only politeness prevents the client from directly declaring his complete reluctance to make a purchase;

True: If you manage to defeat them, the deal will be concluded.

Dealing with objections is always about understanding and clues. In a dialogue with a client, it is necessary to use both of these components. If the seller speaks in complete sentences, the buyer has the opportunity to bombard him with questions. In order not to lose the dominant position in the conversation and “catch” the client’s attention, the manager should always add a question to his phrase. This will definitely distract a person from unnecessary thoughts and even confuse him; he may even forget what he wanted to say. After all, now he will have to answer first, and only then express his opinion.

There is no need to be afraid of rejection from the client. It is important to keep his attention in order to be able to continue the conversation at any cost.

How to interest a client

A competent seller understands that he will have to deal with smart and thoughtful buyers. Almost all clients are familiar with the typical tricks, and today these methods are ineffective and sometimes simply do not work. Real results can be achieved using non-standard techniques:

1. Listen carefully to the client’s objections, making it clear that his opinion is very interesting and important. It doesn’t matter if the points of view of the buyer and seller do not coincide. The latter’s task is to rid the client of all doubts. Use emotions, change your intonation, let the client feel that you are interested in him.

2. The seller must be able to use questions and elements of the opponent’s expressions in his speech, this will allow people to speak the same language, which usually leads to mutual understanding.

3. It is worth asking the doubter not only to voice the problem, but also to speak out regarding its solution. Nothing brings people together more than doing something in common. This will help fill gaps in your own knowledge in the future.

4. You cannot use the phrases-objections that the buyer gave in your speech.. This will sow even more doubts, and therefore there is no need to give the client a tool to directly refuse the purchase.

5. You need to agree with the buyer’s arguments. Irritation and uncertainty are not the best assistants for a seller. The manager should not object to the fact that the price of the product is high, but simply justify this with the positive characteristics of the product.

6. You can bring all your opponent’s arguments to the point of absurdity, crushing them with stronger statements. Emphasize the brand's popularity, provide evidence of real research, tell more about costs and other factors influencing pricing.

7. Earn the client’s trust by demonstrating your openness, emphasize that you understand his doubts and are ready to help him understand the essence of the issue.

8. Don’t forget about transitional phrases. They will help keep the client’s attention and continue the conversation.

9. Don’t use the word “expensive” in your speech., it has a negative effect on everyone. Try to use general ornate phrases.

10. And in exceptional cases, the buyer can and even should be interrupted. If the client has deviated greatly from the conversation, asking the right question will help bring him back to the topic.

In a conversation, you should always remember that not a single client’s question should be left unanswered, even if the buyer is interested in completely unnecessary or absurd things.

A very useful skill is to learn to anticipate objections from the audience.. This way you can build a further interaction strategy in advance.

If the buyer still has some doubts when concluding a deal, you can try to find a compromise, make some concessions, and talk about discounts and gifts. All this is a very good incentive to buy.

We work on practical skills

All buyer objections can be divided into several categories. Whatever the answer may be, there is no need to rudely insist on your own. Try to continue the conversation gently and unobtrusively and follow in the right direction. For a better understanding, let's look at a few typical situations.

"I do not need anything"

If the client flatly refuses the offer, use one of the options:

Say that you don't mean an immediate purchase and that it's just a matter of perspective. After all, no one knows what he might need in a week or month.

Emphasize that you just want to get him up to speed.

Colorfully outline the prospects for the purchase.

Frankly ask the client what exactly might make him look at the product.

"No money"

If the client says that he does not have the funds to purchase, then it is worth trying the following options:

Agree, emphasizing that there is no money because the client has to overpay when using the services of other suppliers.

Turn the conversation to the quality of the product, saying that the price can always be negotiated.

Make a hypothetical assumption that the situation can always change, and the money will appear right tomorrow, and the buyer will already know who to buy the goods from.

Remind that funds are always available when there is an urgent need for something. Offer other payment terms.

"Too expensive"

Almost all buyers complain about high prices. And the seller’s task is to correctly present the product in advance. If this doesn't help, go another way:

Ask how much the buyer values ​​the item. Agree that the price is a little sad, then explain in detail how it is formed.

Remind the client that everyone has ever bought something for more than they expected and was happy. Share your personal story.

Say that you have named the retail price and are ready to discuss more favorable terms.

Remind that the purchased item can be sold in a year with almost no loss in price or even making a profit.

"I'm working with another supplier"

If the client is already collaborating with someone, then explain to him that:

There is nothing stopping you from starting to work with a new counterparty. Perhaps he will be more satisfied with new cooperation in the future.

It is always more convenient to work with two suppliers; many reputable companies do this today.

Your proposal is a perspective for the future. Why not consider other terms of the deal, why give up obvious benefits?

Don't rush to answer. Try together to analyze the buyer’s work with another supplier. Make the client think about what terms his partner would offer if he knew about your meeting.

"I will think"

This shows that the buyer is still unsure about his decision. Make it clear that you accept his answer, and then begin to gently persuade him:

Start talking frankly, say that you yourself use this product. Don't forget to remind about inflation, hint that thinking for a long time is risky.

Find out what exactly confuses the client. Tell him that he is right and you need to take a break, just immediately make a new meeting for the near future.

Suggest starting with a minimum order quantity and a temporary contract.

Emphasize that tomorrow the terms of cooperation may change. When the customer is ready to place an order, the deal may not be so profitable

P.S.

Having tuned in to successful sales performance, the manager will have to completely overcome embarrassment when communicating with the buyer. And in order not to seem overly annoying, you need to practice your skills and use new communication techniques.

Let's look at the main types and techniques of dealing with objections. Each of them is based on a specific psychological law or pattern of behavior. But they are all united by one goal: to get to the real evaluation criteria and help the client re-evaluate your offer, convincing it that it best suits his needs.

The basic rule of working with objections is to take any objection seriously, regardless of its wording or content. When you receive an objection, take a break. Try to understand the true motives for such an answer, think possible options and begin to gradually express your point of view.

How to deal with objections correctly

1. Reframing technique

It consists of using elements of the interlocutor’s expressions and questions in the seller’s speech. As a result, the seller and buyer begin to speak the same language, about the same things.

Frequently when used simple words During a conversation, interlocutors attach different meanings to their words. This is why people often find it difficult to come to an agreement. In order to overcome various ambiguities and ambiguities, the technique of reformulation is used.

Client. We have complex production technology. Retraining of salespeople and replacement technological processes come at great cost to us.

Salesman. Yes, with your complex process and the high costs of change, it is necessary to carefully approach changing technologies, which is why our specialists carefully study the activities of our clients before implementation in order to minimize the risks of implementation.

This technique also works great when reformulating questions in conjunction with another, very effective technique of counter-questions.

Client. What happens if your cars break down in a remote area? What about repairs?

Salesman. That is, you want to know how we will carry out warranty repairs if our cars break down somewhere on the site?

In this dialogue, the seller somewhat sharpens the question in his direction, while almost completely using the client’s expression. For the client, this will be an additional indicator that he is understood and that the issue being discussed is exactly what he has in mind.

2. Guessing technique

You are making a hypothetical assumption that the problem preventing the contract has been resolved. Is the client ready to work then? If not, why not? And so with every objection raised. This technique allows you not to fight false objections, but, ignoring them, to move on to the next level of objections.

Client. We don't have the money to buy your machines.

Salesman. And if we resolve the payment issue and you have money, will you buy our equipment?

Client. Yes, I would love to, but where will I put the old machines?

From the above dialogue, we can conclude that lack of money is not the main reason for refusing a deal, and now you can move on to the next level of objections, which may not be the main one either.

3. “Anything else?” technique

This technique is even simpler and safer than the previous one, and helps to find out the true cause of the failure. It requires the seller to be able to pull out the client’s objections, without even considering them, one after another.

Salesman. We have offset schemes where we take your old equipment and take its value into account when paying for the transaction. If we have solved this problem, is there anything else that could interfere with our cooperation?

Client. Yes, it will be necessary to renovate the entire workshop? The costs are too high.

Salesman. Is there anything else?

Client. Well, of course, all workers will have to be retrained!

Salesman. This is all? Or do you see any other difficulties?

The salesperson draws out the client's objections without even trying to process them. This will allow the seller to later, having identified the most important objection, start with it.

This approach gives the seller freedom of maneuver: he can already choose which objection is more convenient for him to start with. After most of the objections have been brought to the surface, the initiative is in the hands of the seller.

4. Technique of naivety

The technique involves treating every objection as sincere. It is applied as follows: by pretending that you believe the client's objection, you begin to solve this problem with enthusiasm, offering the client ways to overcome it. In response, he tells you something new, and so on until the real objection.

The technique is very labor-intensive and dangerous from a reputational point of view: if you accept every objection as sincere, you may seem unprofessional. But the time the client spends answering can be used for further persuasion.

Client. We have absolutely no shelf space to stock your products.

Salesman. Yes, you have many suppliers, I hear about this often. We can calculate your shelf, help you create a layout planogram and expand your usable space.

Client. You know, we only have one loader, he won’t have time to unload the cars if we also work with you.

Salesman. Yes, I understand you, we can put a special worker in the car for you who will help your loader.

Despite all the obvious far-fetchedness of the above problems, the seller solved them as relevant. Most likely, after a long investigation with such “dummies” he will come to the real reasons, but it will take a certain amount of time.

5. Sincerity technique

You “open up” to the client, showing all your trump cards and all the upcoming difficulties. Thus, you provoke him to reciprocate, trying to get a true objection in order to start working with him. This technique is based on trust, demonstrating sincerity and concern for the interests and needs of the client.

Most sellers, trying to get an order at any cost, bombard the client with a stream of arguments, trying to force him to admit the need for a purchase. But remember: when you are passionately convinced of something and at the same time insist that it is incredibly useful for you, how often do you immediately take out the money and give it to the speaker?

And how often, the more they begin to convince you, the more you begin to doubt the feasibility of the purchase? Therefore, with every sale, the client suspects the seller of self-interest and perceives all his arguments through the prism of distrust. The technique of sincerity allows you to partially remove the suspicion of self-interest from the seller.

Client. I need to think about it, I'm not sure if this is the best offer.

Salesman. You know, you are right, you openly express your doubts, and I will also be frank with you. According to internal regulations, I am allowed to make only a 3% discount. But for individual species I can give all 5% to clients. I can't give a bigger discount. But this commercial information, now you know everything and can make a decision. I don't want to hide anything from you, so you can ask any questions.

By “opening up” in this way, the seller shows that he is frank, and this approach pushes the client to respond with reflexive sincerity. By using this technique, the client can tell what is really causing his refusal. And this is exactly what the seller needs to remove the causes of the client’s anxiety.

6. Technique for focusing on the positive aspects of cooperation

If you have been working with a client for some time, then you need to find the moments that gave him pleasure when working with you. For example, prizes, discounts, congratulations, etc. And in case of refusal, you try to shift his emotional consciousness to a pleasant memory of cooperation with your company.

Salesman. Do you remember how good it was for you when you received a ticket from us as a gift?

Client.Yes, of course I remember, you would do this more often!

Salesman. We are currently developing new system development of our best clients and would like to get your advice on what would be of interest to you.

Client. Yes, it’s interesting to work with you, something new often appears.

When using this technique, the main thing is to make the client relive those sensations and want to experience them again, perhaps in the future. Regular use of this technique allows you to reinforce the feeling in your partners: it’s good with you, but it’s not interesting without you.

Reverse use is moving the emotional state of the interlocutor into the zone of negative emotions when he worked with your competitor and had troubles. This approach (it’s good with me, bad without me) is the basic principle of building customer loyalty.

7. Pseudoanalysis technique

On a piece of paper, make a complete breakdown of the disadvantages and advantages of your proposal in two columns. And then, by removing the disadvantages that the client does not like, you also remove the advantages, since everything costs something.Moreover, you must first remove the advantages that are significant for the client and the disadvantages that are not significant.

Continue in this way until the client agrees or refuses. This technique shows the customer the value of each item in your offer and asks them to make a choice between price and value.

Client. This is very expensive; you can buy a car of this class much cheaper on the market.

Salesman. Of course, no matter what low price no matter what we give, there will always be someone who is ready to sell cheaper. Let's see what we can do with the price. Here you can see the equipment without airbags, without power steering, without a spare wheel. Now we get the price you were talking about.

Client.But why do I need such a car? And if you leave the power steering, how much will the car cost?

In this case, we remove significant factors while adding non-significant advantages. As in the above example, a person will save not such a large amount relative to a car, but will lose in comfort for the entire period of using the car.

When using this technique, it is important to be sincere; there is no need to be cunning: this will be immediately noticed by the client and interpreted not in your favor. It’s clear that you don’t need to play to your advantage either. Using this technique, it is important, when preparing for negotiations, which a good seller does all the time, to break down your proposal, if possible, into smaller components, so that you can later assemble them into as many options as possible.

This is necessary so that even before negotiations you have an overview of the possible combinations that you can offer the client. Having such an overview, you will be able to form the desired combination of proposals at the right time.

8. Technique of counter questions and fixation

This technique is that you answer all the client’s questions with questions: “What discount can you give?” - “How many will suit you?”, while all questions and answers that have at least some significance are immediately recorded in two columns. As a result, you will get a summary of the conversation with all the client’s objections and his answers to them. And all you have to do is sum it up.

This technique is also called the “hedgehog technique”. Its goal is to ask a counter question without answering a question. This allows you not to enter into a debate with the client, but to continue to identify the reasons that are interfering with the transaction. And also connect the client’s intelligence to work with his own objections. A counter question can completely neutralize your opponent’s question and, moreover, provoke him to give you additional information.

Client. Why don't you deliver the goods to us? Everything on the market is already delivered.

Salesman. Please tell me what is more important to you: delivery or price?

Client. Well, price is of course more important, but you might as well deliver.

Salesman. Do you have the ability to unload trains exactly on time?

Client. No, we do not unload wagons.

Salesman. And if your equipment gets damaged on the road, how much time will you have to spend on readjustment? How much will this cost your company?

In this example, the seller did not answer any of the client’s objections, asking counter questions, answering which the client convinced himself, even without even expressing his convictions out loud. The seller only suggested these thoughts to the client.

This technique allows you to maintain control over the course of negotiations in almost any situation, because in the most complex issue, which can actually ruin the deal, you can not give an answer, but by asking a counter question, you can get time to think and additional information that may help you give a more effective answer.

Using this technique of counter-questions, you should not get carried away by answering every question with a counter-question; if you lose your sense of proportion, there is a risk of irritating the client and ruining the relationship. Like any technique, this one requires moderation and timely use. published

P.S. And remember, just by changing your consumption, we are changing the world together! © econet