Effective Selling

7. Objections to the Sale

You should welcome objections as a sign that the prospect is taking you seriously.

When an objection is raised, listen carefully to exactly what is said. You will soon come to recognise the common problem areas:

7.1 There is an established relationship with an existing supplier.

• Gently make an opening for yourself. 'If you have a good supplier, it makes no sense to change. Unless of course, a new one has more to offer. My customers tell me our pricing, quality and service are very competitive. Why not try us out with one small order? You have nothing to lose.'

7.2 The customer likes your product, but thinks it is too expensive.

• Explain that your product is actually good value and demonstrate why. Often a customer whose mind is made up just wants to be reassured the decision is right before giving you the order.
• Sell the full package you offer, including your reliable after-sales service and the fact that there are no hidden costs.
• Keep stressing the benefits of your product, not its features.

7.3 Doubts are voiced about quality and whether you can achieve it consistently.

• Ask: 'What are the specifications you would expect us to meet?' Then briefly explain how your product does meet the specification, your company's rigorous quality control systems and good reputation, and so on.

7.4 The customer pleads lack of money.

• Probe to see if this is the real objection. Ask: 'If you did have the money available now, would you buy it?'
• Show how a credit arrangement, payment by instalments or some other financing approach could make the deal possible.
• Demonstrate the savings the customer would make - and how quickly they would feed through.