 |
|
|---|---|
What is the Real Objection? |
"This is a really great solution, but your price is too high!!!" Have your ever felt like this is tattooed on your forehead? More often than not, this common objection is really an opening to test your metal as a sales professional. The response to this objection will separate the sales amateurs from the professionals instantly. While the amateur will immediately consider adjusting his or her price, the sales professional will explore to make certain that there isn't another issue at the root of the customer's price objection.
Objections are best handled by taking steps to understand what the real objection is. Asking a few exploratory questions before responding to an objection will often generate new information that puts the focus on something other than price and the need for a concession.
The objection-handling process is fairly straightforward to execute and protects the sales professional from "Premature Instantaneous Concession" (PIC). By asking an exploratory question, you can find out if there is some important issue or concern feeding the customer's hesitancy to adopt your solution. For example, you might say: "I agree that price is important. If I understand you correctly, if our price is the same or lower than our competitor's, I will earn your business?" The first statement acknowledges that price is important, while the second question provides the opportunity to understand if there is another real objection.
Objection Exploratory Process:
Listen to the customer to enhance customer service excellence.
Acknowledge the customer's objection.
Ask questions regarding the objection, being careful not to use a technique that would be interpreted as probing or interrogating.
"In addition to price, is there anything in our solution that would prevent our company from winning your business?"
"It appears in addition to price there are other factors influencing your buying decision. Because the decision is going to be made shortly, would you please share with me those factors influencing the decision?"
Look for specific information regarding an additional objection that, if surfaced, could clear the way for an agreement. Quality, delivery, service, or purchase quantities are just a few other issues that may reside beneath the price objection.
Asking questions during the exploratory step of the objection-handling process will help you to identify, clarify, and verify the issues underlying the customer's decision process. Using the exploratory process also helps you to avoid profit-draining concessions and elevates YOU, as a sales professional, above the competition.
Great Selling! You can learn more through our sales seminars and events at multiple locations.
