Enigin Help - Answer Sales Objections IV
Enigin Distributors and Enigin Partners globally deal with sales continually. Yes we are also concerned with installs and ongoing customer support, but sales is the first process and if you’re in sales, you will run into objection.
Sales prospects have a million reasons why they don’t want to buy, or want to think things over. Most of those objections have nothing to do with what your offering, they are just part of the give and take that’s a natural part of any sale.
When new sales people hear an objection, they just hand the prospect a business card or leave a phone number - that’s the end. They never hear back, because the prospect was ready to buy, and almost undoubtedly bought from somebody else.
It doesn’t have to be that way.
There are few sales skills as important as the ability to answer objections, so let’s look at the fourth answer to a sales objection:
4: Reframe the Importance of the Objection
As any experience sales pro can attest, most objections can be overcome by comparing them to the benefits of the offering. For example:
Prospect: “The taxes are too high on that house.”
Sales Pro: “Yes, the taxes are a higher than the surrounding neighborhoods, which is probably why the public schools are so much better. Which is of greater concern to you, the taxes or the quality of education your children will receive?”
You have to do this subtly, though. The worst thing you can do is make the customers look foolish for having an objection. For example, here’s what NOT to do:
Prospect: “I heard this is not a good area for property appreciation.”
Sales Pro: “Whoever told you that doesn’t know anything real estate.”
Prospect: “My mother told me that.”
Here’s a better approach to this situation:
Prospect: “I heard this is not a good area for property appreciation.”
Sales Pro: “We can check the appreciation rates when we get back to my office. Would that be critical to your decision about making a purchase in this area?”
Another common approach is to reframe the metrics. While this technique involves some quick math, it’s generally worth the extra effort. Here’s a classic example:
Prospect: “That computer is $1,000 more than I want to pay.”
Sales Pro: “I can appreciate that. You know, $1,000 comes down to about $.25 a day for the length of time that you’ll have the computer. Is the extra horsepower worth an extra $.25 a day to you?
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