Why someone doesn’t want to buy from you
I’m often asked by clients and students; so ‘how do you turn sales objections in selling points?’
I love this question because it seems to stump so many people as they wrestle with why they aren’t getting more sales. But, why would you want someone to buy something from you that they objected to? You wouldn’t, right?
So let’s get serious and spend a few minutes unpacking what handling an objection is mainly about.
After all, needing to handle objections is an absolute certainty in sales … it will definitely happen, so you’ll want to be super clear on what to do.
What is an objection?
Here’s the official bit: An objection, in the context of a sales process, is often seen as a client demonstrating a barrier to proceed. Like showing some level of resistance to make a commitment or perhaps simply not being motivated enough to purchase.
Annoying huh? Especially when you’ve worked so hard to get to this point.
Fake Facts or Real Facts?
Well, it may actually be true – your client may actually be resisting making a purchase. Yet very often it is simply an unanswered question that needs to be addressed. Either way, it’s something that you’ll definitely want to know about and find out why.
So often, lack of attention to detail at this point is this is exactly where the sale is lost, or a potentially great client is lost. Why? Well, many sales folk simply don’t bother to find out and get clarity.
The fact is that it can be as simple as a point of clarification or a slight misunderstanding that is sufficient to halt your client’s desire to proceed.
When this situation arises, it’s your job to ensure that everything is clarified and settled. Your client needs to feel comfortable and the only way to ensure that is to give them all the information they need and be interested in their perceived objections. Fact is, they won’t proceed if they don’t feel they have all of the information and you’ll definitely put a sale at risk if they’re not comfortable.
So what do you do? You ask them. Yup that’s right … you ask them what’s up!
Now, you may chose a better way to phrase that of course but it’s now your job to find out what’s getting in the way of proceeding.
So how do YOU proceed?
You clarify what it is they are saying is an objection.
If you don’t clarify what’s actually going in your clients mind you will be none the wiser and arguably will not be serving your client as you originally intended. Your job is to help them find a good solution for whatever problem is presenting – be that finding the perfect sun tan lotion or purchasing components for an aircraft.
Seriously, it really doesn’t matter what the product, what the service; it’s imperative that you clarify what you think your client’s objection is. And I say ‘think’ on purpose. So often we aren’t clear either. So ask.
Until you get clarification from your client, you will have no idea why they don’t want to proceed.
Failure to get this bit sorted will mean that sales will go unprocessed, potential customers will become disappointed and dissatisfied, and you will leave the sales conversation without any real knowledge of why your client didn’t proceed.
So it’s time to get super comfortable with the reality that throughout the sales conversation there will be times when you will want, and need, to get greater clarity from your client. In other words, the first step towards answering and dealing with a perceived objection.
There’s a really neat little formula to help you when this situation arises. It’s a simple three-step process that happens conversationally.
Step 1: Clarify
Step 2: Refine
Step 3: Solve
The purpose of CRS is to acknowledge, clarify, understand and answer any outstanding questions, issues or objections your client may have.
Do it and you will locate, clarify and then have the opportunity to adequately solve any concerns your client may have, so that they can proceed with their decision to purchase.
So how do the 3 steps work?
- You Clarify: You listen carefully to what they are saying their objection is.
- You Refine: You then play-back your understanding of what your client has said to you. This is to check that you’ve got it right.
- You Solve: Once your client has confirmed that you’ve understood fully, you offer a solution that answers their question, query or concern.
You will deal with many mini objections throughout the sales conversation. It is inevitable that this will happen and I invite you to consider this a positive as you come closer to understanding what your client’s true needs are. How else could you help them?
As you Clarify, Refine and Solve during the sales conversation you will be better placed to help your client to a greater and greater degree.
Of course, the most effective way to overcome any humongous objections is to simply avoid having any objections in the first place. A good sales process will help you with that.
And it doesn’t take away from the fact that in sales you will always need to Clarify, Refine and Solve any questions, queries or concerns your client has – that’s sales and that’s turning sales objections into selling points.
By Clarifying and Refining your client’s queries and concerns, you’ll have an awesome conversation with your client and they’ll be relaxed and fully engaged in the process.
Solve them with a fab solution and they’ll probably buy from you.
Objections can feel tricky and awkward but handle them head on and you’ll be thrilled with the outcome.
Fact is; so will your clients!