Handling Objections Professionally

Handling objections is just one step in the sales process, but this step can often be the most difficult for sales people. Obviously not properly handling an objection or getting past no will guarantee not closing the deal.

The best way to handle objections is of course being an expert in your product or service as well as your prospect's current situation and needs. Remember that sales people should be listening 80% of the time and speaking 20%. Actively listening to the prospect throughout your meetings will allow you uncover their problems, wants, and needs as well as identify solutions to satisfy them. Without understanding their problems or needs you will never be able to overcome their objections. 

Many sales people believe that when a prospect raises an objection they will respond with a benefit or feature of their product or service that will squash the objection. Think again.There are many different types of objections (Needs, Price, Features, Time, and Source) and sales people need to have a clear method on how to handle them professionally. I know we all have wanted to grab the prospect and shake the objection out of them but it doesn't work that way. 

The best sales people say handling objections is a scientific and specific process that must be learned and practiced in order to become an expert applying it. You can read many different articles, attend sales seminars and see that there are many different methods to handling objections. The easiest way to handle objections are the following six steps. Study them, practice them, and put them into use and you will become more effective overcoming objections.

1. Listen to the objection. Like beating a dead horse, 80% listening, 20% speaking. Listen to what the prospect has to say. Don't jump the gun and cut off the prospect because you think you have the perfect response. After completely listening to the prospect, pause three seconds before responding and while you are paused you will be defining the objection discussed in step two.

2. Define the objection. Prospects may not always be specific about their objection. They think they are playing a game of poker and don't want you to know exactly what they are holding or thinking. It's your job to figure it out. Clearly define the objection specific to the prospect's situation

3. Rephrase the objection. Once you have listened to the prospect's objection completely, paused before responding and clearly defined the objection it's time to rephrase it back to the prospect and gain their agreement on it.

4. Isolate the objection. You will never gain agreement from the prospect if you have not clearly isolated the objection. If the prospect continues to come back with objection after objection it's because you have not clearly defined and isolated it. Once you have defined, rephrased, and isolated the objection you can move to the next step.

5. Present a solution to the objection. Present a specific solution to their objection and demonstrate how your product or service will enhance and benefit their problem.

6. Close the objection and go to the next objection or next step. Make sure you close out the objection by asking the prospect if they clearly understand how your product or service will handle their specific concern. 

Following this process for each and every objection will increase your close ratio dramatically. Learn these steps and put them into practice. These steps to objection handling should become second nature and can be used not only in selling situations but any situation where you deal with an objection.