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I only really use the term "Objection" within the initial stages of the sales process. Like many of the more modern consultative selling approaches, once the sale moves through to the presentation and negotiation stage I consider what would be traditionally thought of as an “objections” as “Concerns”.
When you do come across objections don't panic, remember an objection is not necessarily a NO, it's generally a "Not Yet" (you have not sold me), or "I need more information" (I don't fully understand, appreciate or agree with the benefits). So take a step back and consider these five steps to help deal with and overcome objections.
1. Listen
To handle any objection, you really need to understand the objection, so LISTEN to what the prospect is saying – resist the urge to jump in and respond until they are done, instead use active listening methods, including both verbal, and non verbal (when appropriate) encouragement to learn as much about their objection as possible.
2. Clarify
Clarify your understanding of their objection though questioning. This not only allows you to get more information, it gives you a little more time to think about the appropriate response.
In the response listen for tone, observe body language (when appropriate), and consistency in the body of the objections. (If the objection is not what it appeared to be initially, the prospect may either not entirely understand what they are objecting to or may well be just trying to get rid of you – it’s important to know which it is, as they require different responses)
3. Think
Think about your response, even if it’s a common objection that you deal with regularly, think about how you can tailor your response to this specific situation and client.
4. Respond
Deliver your response to the client, (be wary of your tone, body language)
5. Check
Finally, check to ensure you have handled their objection.
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