How to overcome objections in a sale?
“How to overcome objections in a sale?” by Márcia Monteiro
Salespeople often face great challenges in their position. They are constantly subject to situations or arguments from potential customers/consumers that make it impossible to make a successful sale. A balance needs to be found between the right timing and the need to persuade the potential customer/consumer. Naturally, objections will arise, whether they are related to financial issues, inappropriate moments or even with the lack of need to purchase. It’s at this very moment that the seller/salesperson has to be flexible, subtle and patient.
Here are some tips to overcome the most common objections in the relationship between the seller/salesperson and the potential customer.
#1 Price: this type of objection only happens when the future customer hasn’t understood the value of the product/service yet. When the price is presented as an objection, the seller/salesperson needs to be sensitive enough to identify the financial potential of the future customer. If there’s potential, it’s necessary to develop a discourse about the product/service, present a value proposition immediately, show the advantages and benefits of acquiring it and only then, justify the price included in all these advantages.
#2 Competing Products: when the potential client states to have already purchased that product/service with another competing brand, the seller/salesperson needs to make a speech with the features and/or functionalities that differ from that other product (in case this actually happens). This will require the use of specific data and experience to make such a comparison. At this stage, it matters to give truly reliable information. In that speech, we also recommend making the comparison with brands in general, never mentioning the names of the competing brands.
#3 Lack of time: when the potential customer claims to have no time, it means he is not willing to listen to the seller/salesperson. In this case, it’s very important to make a quick but effective speech, able to hold the attention of the potential customer from the beginning. The more relevant the content, the easier it will be to retain the potential customer’s attention. If he keeps claiming he has no time, ask him directly the most convenient time and place to speak again.
#4 Indecision: when the potential customer is uncertain, it means the information is not enough to complete the purchase. In this case, the seller/salesperson should question the potential customer asking him about his doubts, fears and worries…the more questions you ask, the greater will be the demonstration of interest in the customer. This type of approach reinforces bonding and shows greater confidence for the sale to be effectively concluded.
Márcia Monteiro – MA Marketing Course Leader
London School of Design and Marketing