What is Objection Handling?

When a sales person demonstrates a feature, talks about a benefit or uses a sales closing technique, their customer may well respond in the negative sense, giving excuses or otherwise heading away from the sale.
The response to this is to handle these objections. This is ‘objection-handling’.

Why do we objection handle?

Objection handling is vital to the success of any call, as it:

  • Overcomes initial suspicions
  • Reveals ‘Buying Signals’
  • Allows deeper conversation
  • Answers customer questions full

Other reasons you may come across objection handling:

  • Customers may need more information before making the buying decision but don’t know how to ask
  • Customers do not realise the relevance of the call through lack of attention/listening
  • When you over-sell by giving too much information about the product and actually confuse the customer
  • Beliefs and opinions
  • Previous experience
  • Needs have not been identified and matched

How can we effectively deal with a customer’s objection?

Listen – use active listening skills

Accept – acknowledge the customer’s objection

Identify – Identify the objection and clarify this back to the customer

Reverse – Turn around the objection

1. The clue to handling the objection is always given in what the customer says to you

2. Many objections are variations on a theme. There is no need to have specific objections for each and every objection you may encounter when one objection can handle multiple instances.

3. Always attempt to objection handle the same objection more than once. Never ignore objections/comments.

4. When handling objections you will gain a more positive response if you answer contains a benefit for the customer, or it makes them think rather than saying ‘why not?’

5. Show empathy:

  • First empathise with them, telling them that you understand how they feel.
  • Then tell them about somebody who felt the same way.
  • Then tell them how that other person found that things were not so bad and that when they did what you want the buyer to do they found that it was actually a very good thing to do.

E.g. “I understand that you feel that way, some of our customers have felt that way in the past, however they’ve found …”

Now that you know more about Objection Handling, how would you answer the following objections?

  • I am not interested.
  • I am not giving my bank details.
  • I can’t afford it.
  • I would like to see it in writing.
  • Is this a sales call?
  • This is my …call today!
  • I’m too busy to talk just now!

Any suggestions?