Selling Technique

5. Handling Objections

Do not be put off by objections - they can be a sign that the customer is interested. Make sure that you handle them in a direct and positive way.

5.1 Show the customer that you take the objection seriously.

• Listen carefully to find out what the customer really means. For example, 'The price is too high' could mean 'It's over my budget sign off' or 'I'd buy it if you gave me a discount.'
• Summarise what you understand the objection to be.

5.2 Isolate, test and address objections.

• If there are several, clarify what each one is before tackling them all, one at a time.
• Test each objection. For example, ask 'So, if I could satisfy you that delivery would be reliable, would you place an order?'
• If an objection is valid, address it and then ask if you have satisfied the customer's concerns.

5.3 The most common objection to making a purchase is price.

Try to find out exactly what aspect of price the customer is unhappy with before deciding how to respond.

• Demonstrate the savings your product or service would bring.
• Sell the full package you offer, including your reliable after-sales service and the fact that there are no hidden costs.
• Explain how payment terms, credit or financing could make a deal possible.
• If the individual you are negotiating with does not have budget authority for the level of spending you propose, consider breaking the sale up into several smaller deals.