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A common reason of failure for many sales professionals is because of their failure to overcome objection. Many new sales professionals get discouraged when a potential client says “no”. There is a saying in the sales industry: as sales professional you can hear 1,000 no’s, but all you need is one “Yes”. When dealing with a potential client as a professional you must understand it is much easier for them to say no than yes. The main reason for this objection is that the client has not found the value in giving you their hard earned money for your product. It isn’t enough just to know how great your product is – as a sales professional you must have empathy for your client’s needs. You must take the time and energy to understand your client’s need, and then make certain that the product which you are offering reflects those needs. As a sales professional your main focus is to create value and win-win situations for you and the client. Objection is a part of the sales process.
The most common objection is “I can’t afford it right now”. Many new sales professionals get discouraged and often give up at this point. Honestly, I do not think I’ve ever made a sale to a client who did not use that objection. If somebody wants something bad enough and understands the value they are receiving they will find a way to afford it.
No one likes to be sold! This is the key point you have to remember. The objections are just excuses because they don’t want to be sold. You could offer a small business owner a brand new printing machine that they need for their business for a monthly payment of a $100 and still face the same objections. Like I said earlier you just have to find ways around these objections.
Be prepared for the objections before you face them. Put yourself in the client’s position and think of every possible objection they can bring to the table. It is good to write them down, and then think of great ways to overcome those objections with a value proposition. Here are some possible examples:
Client: I love the printing machine, but I just can’t afford it right now.
Sales professional: I understand, it all comes down to affordability right? So if it was 100% affordable, you would definitely invest in it today?
Take note on what happened. First the sales professional overcame the objection by agreeing with the client. Then he got the client to commit to purchasing the product if he could make it 100% affordable. Now this is where the sales professional works their plan that would make the product affordable for the client.
Client: I already have too many business financial obligations.
Sales professional: I understand, but all small business owners have obligations right? Unfortunately as a business owner you are going to always have financial obligations until you (pause)… Close up shop or kick the bucket. If we let financial obligations stop us from getting what we need to help our business grow, we could never enjoy life.
This is a different approach. The sales professional made the client understand that they will have financial obligations as long as they remain in business, so that is no excuse for not investing in something they need to help their business grow. Now they can no longer use that as an excuse not to invest in your product. Your goal will be to get all the objections out of the way, until your client has no more excuses. Remember this bit of wisdom, “No does not mean no…it means not now”.
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