Objections indicate that the client does not leave your proposal indifferent. But it also speaks about the presence of a large number of questions from a potential buyer. Most often this is due to weak preparation for sale. But the fight with objections is possible if you know its basic techniques.
Technique of working with objections - examples
We are used to the fact that if a person talks about his disagreement with any statements, it means that he really has a different view of things, and it will not be easy to convince him. When it comes to objections in sales, the situation is somewhat different. The client can say no no, not because he categorically does not agree with the seller's opinion, but because he lacks information, there are some doubts, etc. Also, often people call as reasons for rejection completely different motives that induce them to refuse to purchase, such objections are called false. There are also true, expressed and hidden kinds of objections. Combining all these types is that as soon as the client utters them, they become your tools. Therefore, the first step in the fight against objections should be to try to learn as much as possible about all the true reasons for the refusal.
The second step in overcoming objections will be to eliminate all the reasons why the client is concerned. This can be done in different ways. Let's look at examples of the basic ways to work with objections.
1. The technique of reformulation. Russian is polysemantic, and therefore quite often interlocutors under the same phrase understand completely different things. To avoid this, you just need to reformulate the words of the buyer.
- Customer (C). Our production is characterized by complex technology, if we accept your offer, we will have to retrain staff, which is associated with significant costs.
- The seller (P). Yes, your complex process and the significant costs of changes require a very cautious approach to the introduction of new technologies. It is for this reason that our company carefully studies the activities of our customers before implementation so that the risks of changes are minimized.
For clarification, you can use counter-questions, reformulating the client's objection.
- K. What will happen when your cars are broken in hard-to-reach areas? What's with the repair?
- P. Do you want to know how we will perform warranty repairs of our machines if they break down on the site?
2. The technique of assumptions. The reception is based on the assumption that the problem that prevents a customer from making a purchase is eliminated. Is the buyer now ready to purchase? This method of overcoming objections will reveal the true motives for refusal.
- K. We do not have the means to purchase your equipment.
- P. And if we had solved the issue of payment (installment, credit) and you would have had money, would the purchase take place?
- K. I'm not sure, I have nowhere to put old equipment.
3. The technique of "something else?". This method also allows you to find out the real reason for the refusal, and also allows the seller to choose which of the objections to begin.
- P. We can choose for you a netting scheme that will allow you to take back your old equipment.
- K. Yes, and I still have to repair the shop, it's huge costs!
- Are there any other reasons?
- K. Of course, I also have to retrain the whole staff.
- Is this all an obstacle or is there anything else?
4. The technique of naivete. This technique is based on an unconditional belief in all objections of the client. The method is dangerous, it can create a client that he talks with a layman. But this method is perfect when you need to buy time.
- K. We can not place your products, we do not have space on the shelves.
- P. I know that you work with many suppliers. We can compile a planogram for you to use the space as efficiently as possible.
- K. Yes, but we only have one loader, which will not have time to unload all the goods, if we cooperate with you.
- P. We can put in the car of the employee who will help you with an unloading.
5. The technique of sincerity. It is the provocation of the client to honesty in response to the full openness of the seller.
- K. I have to think about it, but I doubt that this proposal is the best.
- P. I will be honest with you, the internal regulations allow me to make a discount of only 2%, but in special cases I can raise it to 5%. I will not be allowed to do more. You understand, this information is closed, but I do not want to hide anything from you, so if there are still any questions, ask.
6. The technique of fixation on the positive. If you have already cooperated with the client, try to remember the moments that he could enjoy in the past - congratulations, prizes, discounts. And to combat objections, try to move his perception to the memory of pleasant moments of working with the company.
- P. How did you benefit from our bonuses?
- K. Yes, you know, they helped a lot, there would be more such programs.
- P. Imagine, we are currently developing a system of encouraging regular customers, and I would like to know what will be interesting for you.
- K. Yes, cooperation with you always brings positive emotions.
You can use the reverse technique of this - a reminder to the client about his unsuccessful cooperation with your competitors. Constant use of these techniques will help to consolidate in the client's mind a stereotype that only work with you gives him pleasure.
7. The technique of pseudo-analysis. Write down on paper all the advantages and disadvantages of your proposal. Remove the shortcomings, but cross out the benefits - everything has its own price. There is a trick - it is necessary to cross out insignificant flaws and essential advantages. Do this until the buyer agrees or refuses. This approach will help the client to make a choice between values and price.
- K. For me it is very expensive, in the market you can find a computer cheaper.
- P. Of course, whatever goods you take, there is always someone who will offer a lower price. Let's see what we can do for you. Here, you can replace the video card with the game on the regular one, reduce the amount of RAM and remove one hard drive.
- K. But why should I have such a computer? And if you leave your RAM, what will the price be?
8. The technique of "disadvantages in benefits." Learn to convince the client that,
Not everyone simply improvises, in this case, in advance, prepare for yourself a written template for answering objections. Create your own directory, periodically replenishing it, in time, not a single remark of the buyer will not be able to put you a dead end.