Brad Huisken

No Doesn't Always Mean No!
November 16, 2007

The reasons people do not buy are as numerous as the reasons people do buy. I believe that 60% of the time when a customer gives you an objection, they are not telling you the whole truth. Maybe you said something that offended the customer or you were paying too much attention to one of two people with whom you were talking. Possibly the objection is to the price and the customer is embarrassed to tell you so and they say that they will be back. In reality, it could be any one of a thousand other excuses for not buying today.
                                                  The be-back bus isn’t coming back!
                                            (I know it comes back sometimes, but not very often!)

There are two kinds of objections:
1) Stalls – these may or may not be true.
For example: I will be back, I need to think about it, or this is the
first place I have looked
2) Specifics – these are probably true.
For example: It is the wrong size, shape, color, length or width.

If you get a specific objection go back and ask more questions – re-demo and re-close.

A price objection could be one of two different objections. They may be objecting to the perceived value or it could be a budget issue. Price objections and stalls should be handled using the following steps.

1) Listen to the entire objection – to let the customer know they were heard and to allow you to repeat it back verbatim as an acknowledgement.
2) Acknowledge the objection – I can understand you need to think about it or I can appreciate that you want to look around.
3) Give or get agreement – It’s an important decision isn’t it.
4) Relive resistance – “Before you go, May I ask you a quick question?
5) Review information from the Needs Assessment – Ask: “Did you love the _______” How did you feel about Feature & Benefit #1 & #2. Should they answer that they didn’t love the _____ or weren’t sure about the features and benefits then fix it by asking more questions re-demo and re-close. If they love the ____ and everything is fine then continue to the next step.
6) Address the Price – By saying; “How did you feel about the price?’ If the price was fine add a new reason to buy through giving another company story or talking about benefits of buying from you and/or your company. If price was an issue ask; “Is the price of this _____ too high (value) or is it more than you wanted to spend today (budget)?” This question will allow you to figure out if it is a value or budget issue. If value is the issue, then increase the perception of value by giving more features and benefits or more company stories (reasons to buy from you and your company). If it is more than they wanted to spend today, then ask:”How much did you want to spend today?” Then either show them a lower priced item or use your finance options to make the sale.

This process won’t handle every objection every time, but I guarantee it will work more often than saying “Here is my card, when you are ready come on back. 

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Posted by Brad Huisken on November 16, 2007 | Comments (0)