When it comes to selling, what, exactly, is an objection?
If we can truly understand what we're dealing with when a prospect makes an objection, then
it will be easier to handle and use to your advantage in the appropriate situation.
Not all objections should be received as a negative blow to your sales presentation.
In fact, most objections can be dealt with effectively and are actually a positive sign
that your client is showing some interest.
In other words, if the product or service that you are offering holds no appeal to the
client, they will not object and will have no desire to continue the conversation with
you.
If an objection can be removed from the conversation between you and your prospect, the resistance
will begin to break down as the proposition automatically becomes more attractive.
From this point, a genuine requirement and desire for the product on offer is easily
identified, enabling you to make your approach more effective and tailor-made to suit the
client's needs.
Did you know?
• 44% of salespeople give up after the 1st objection.
• 22% of salespeople give up after the 2nd objection.
• 16% of salespeople give up after the 3rd objection.
• 10% of salespeople give up after the 4th objection.
Only 8% of salespeople left to sell after 4 objections!
8 per cent!
Regardless of the type of your business, it is a common fact that in any business roughly
20% of salespeople produce 80% of total sales (80/20 rule or so called Pareto rule).
I am changing this rule to 92/8 rule!
The 8% of salespeople who don't give up after hearing 4 no's or 4 objections are making
all the money because they are persistent and they know how to approach their clients
from different angles.
Today the objection handling skills are more crucial than ever!
If you are like most sales professionals you are always looking for new and better ways
to handle customer objections and close the sale.
Today I would like to introduce you to the Agreement Frame technique that can help you
handle objections with the smile!
The Agreement Frame Everyone sees things from a different point
of view.
Expressing a different point of view can easily escalate into conflict if not carefully managed,
especially if the other person's opinions have a lot of emotion attached to them.
Usually when people disagree with someone, they use the word "but" to preface their own
viewpoint.
Have you ever heard from your spouse: "Honey I love you, but..." oh-ho.
I know trouble is coming my way!
"But" has the effect of erasing the internal representation of what has been said before
it.
• "Your monthly report looks good, but you need to take some time to improve it".
• "Your presentation was great and we like your product, but we will pass on it."
• "This house is great, but we are not ready to buy at this time."
Not surprisingly, people don't care for having their "truth" blotted out.
They may feel disregarded, disrespected and angry.
If you want to express your viewpoint while acknowledging another person's right to hold
a different view, you can use the "agreement frame" which uses "and" in place of "but".
This is the Agreement Frame and is a much better way of responding to any sales objections.
So, in responding to your customers try to replace "but" with "and".
Once you change the "but" to an "and", your response will sound less confrontational,
and you will be acknowledging what the customer has just said and you are more likely to get
your outcome.
Here are some examples: 1.
"I agree": If you actually agree with the other person's point, but want to add a different
perspective: "I agree with you, and have you considered
that it could also appear like this..."
"I agree it is expensive product and that means you will get a better quality."
"I agree the investment you make is large and I believe it is the right size for achieving
return surpassing your set target return."
"I agree that my objection-handling course is expensive and that is why it is packed
full of so much useful information."
Another way of responding to your client is to show them respect:
2.
"I respect": if you want to show that you find something to respect in what your customer
has said, despite disagreeing with him or her say something like this:
"I respect your honesty in saying that, and you may want to be aware of this different
viewpoint...."
3.
"I appreciate": if you can't find anything to agree with your customer, you can at least
acknowledge the other person's opinion: "I appreciate the depth of your convictions
about this, and I know you will respect other people's right to a different view..."
By saying "I agree" you state your customer's point of view and then you add "AND" followed
by your own desired outcome.
Your customers will stop listening when they hear but from you.
They feel the confrontation is coming out of your mouth and they are preparing another
rebuttal.
You are avoiding confrontation and resistance by using "and" instead of but and keep your
customer involved in what you are saying.
Your customer's mind will be in a receptive state to hear how you agree with them and
makes them more open to your suggestions.
Try to use the phrase "I disagree" with your customers and you will see, hear and feel
the defensiveness in their words and behaviour.
And that is not the way to get your customers to work with you, isn't it?
The secret of the agreement frame is in maintaining rapport with your customers.
You are verbally pacing with your customers and then you lead them where you want the
conversation to go.
You lead your customers to your desired outcome.
Homework for you: Become more aware of when you use 'but' when you speak with your friends
or family.
Count the number of buts you use on a daily basis and decide not to use the word but for
a whole day.
It will not be easy I can guarantee you that.
Use but only when you want to disagree with someone and when you want to break rapport.
Another homework for you is this: Create your own objection handling scripts
by using the Agreement frame.
You will sound less confrontational and you will be able to handle all objections you
hear from your customers with the smile on your face!
And you will maintain rapport with your clients and lead them to your desired outcome.