If you’ve ever been in sales, you’ve handled sales objections before.
“I’m just looking.”
“I’m happy with the solution I have.”
“Let me ask my wife/husband/cousin/former roommate.”
There will always be objections. The question is, how can you overcome knee-jerk objections in order to show off the value of the product or service that you offer?
We’re going to talk about 3 common objections we hear in direct sales, and how a successful direct sales rep can diffuse them.
A Universal Formula For Handling Objections In Sales
Here’s the thing to remember about overcoming objections in sales: we’re trained to object to salespeople.
When clerks walk up to you in a store and ask if you need help, chances are “Just browsing” will emerge from your mouth before you even have a chance to think about whether you do, in fact, need help.
Those type of objections aren’t too hard to overcome… just stay in the conversation, with a smile on your face. Eventually the objection will be forgotten about, if it’s not legitimate.
But sometimes there are legitimate objections. Sometimes customers will have genuine issues that you will need to address in order to move forward with the sales process.
As a rule, objections can be overcome using a simple formula:
Overcoming Objections In Sales, Step 1: Acknowledge
Don’t flat-out ignore a customer’s objection, you’ll make them feel as though you aren’t listening to them. Move in the direction of the customer! Phrases like “I completely understand” or “I hear you” can indicate to the customer that you are genuinely paying attention to their concerns.
Overcoming Objections In Sales, Step 2: Find Common Ground
Most customer objections aren’t unreasonable! You’ve probably been in their shoes before with a different product, or at the very least can understand their issues. Find common ground and build rapport with the customer using the objection. “I was in your shoes too…” makes much more of an impact than “But…”
Overcoming Objections In Sales, Step 3: Provide A Rebuttal
This is where you take the time to show the customer that your product or service is more robust, or is of a better quality, than their objection. “I’m just looking” as an objection can become “This is what I was looking for!” with the right rebuttal.
This step takes a great deal of product knowledge and training. It’s important to actually address the customer’s concerns, and show them real solutions… otherwise you’re just another fast-talking manipulator. Most customers are smart enough to see the difference. So learn the benefits of your product or service and have them ready!
Overcoming Objections In Sales, Step 4: Resume Your Sales Process
Once you’ve provided a rebuttal that the customer acknowledges as valid, (and keep in mind, they don’t have to agree just yet, they just need to acknowledge that you made some constructive points and seem willing to continue to listen,) resume your process.
That’s it! Don’t let an objection de-rail you. You’re offering a valuable product and your time has worth, so move forward and provide that value to your prospective customer.
3 Common Direct Sales Objections
There are 3 common objections we hear a lot on direct sales:
“I’m not interested.”
“I’m too busy to talk.”
“I don’t like your company.”
These are three objections that need to be addressed before you’re able to move on. So, let’s go through each one individually, apply our universal formula for handling objections in sales, and talk about what you’ll need to overcome them!
Sales Objection #1: “I’m Not Interested.”
This one can seem a little daunting. Hey, if they’re not interested, they’re not interested. Just say “sorry to bother you” and move on, right?
Not so fast.
Let’s think about this one for a minute. First, what’s the motive for the objection?
Do they have an alternative solution to the service you’re offering?
Are they going through their default “just looking” reaction?
Do they express a genuine lack of interest?
Before you move on, start a conversation. Ask some discovery questions to determine where the customer is coming from, and move in that direction. And remember: it’s pretty easy to get somebody interested in something. “What piqued my interest about this product…” is a great way to highlight benefits, position maximum value, and get an “uninterested” customer invested in your pitch.
Sales Objection #2: “I’m Too Busy”
Again, it’s important to determine whether this one is genuine… after all, sometimes customers will say it preemptively to get out of a situation that they anticipate will be awkward or full of pressure.
People who are genuinely busy are usually flustered, or preoccupied. They’re very firm in telling you that it’s a bad time. And that’s fine! Respect that, especially if they reinforce the same point twice.
As a rule, 2 no’s for the same reason are usually genuine. If you get 3 no’s from 3 meandering, unconnected reasons, your prospect probably just isn’t in a buying mood. Click To Tweet If your prospect is willing to reschedule a better time, perfect! If it seems like they’re blowing you off, a “I completely understand. I’ve got a lot on my plate too! Luckily, it only takes a few minutes to show you that…” might get you off to the races.
Sales Objection #3: “I Don’t Like Your Company.”
If the customer has strong opinions about your company, or about the brand that you are representing, it’s almost always genuine.
What that doesn’t tell you, however, is why.
Talk to your prospect about why they don’t like your company. Did they have a bad customer service experience with the company before? Did the neighbor badmouth the service? Or did they just really hate that one commercial with the annoying mascot?
Regardless of the reason, it’s a valid one. Acknowledge it. Empathize with your customer. And then show them why that old experience is not what you’re offering them now.
In other words, if they have an issue with your company, solve the issue.
If a bad experience can leave people with a bad impression, a good experience with an employee that’s in their corner can leave them with a good impression.
Don’t just say good things about the company you represent. Be good things about the company you represent.
Do that, and the objection will resolve itself.
If you’re looking to further your career and take the telecom industry by storm, Solcomm wants to hear from you. We are an industry leader and we specialize in nurturing great direct sales talent. Learn how to become a better salesperson, and learn how to become a leader. Check out our opportunities today!