Overcoming Objections

Filed in archive Sales on May 3, 2008

So you did a trial close and the customer wasn't ready to buy, so now what?

© Howdy, I'm H. Michael Karshis

Now you try to find out what is keeping the customer from buying your product, which is called overcoming the objection. Now you need to find out what is keeping the customer from buying your product and once again I will use the printer example.

"So Mr. Customer, you will greatly benefit from the speed this printer has, it will save you money due to the low operating cost, so what is keeping you from making a decision?"

The customer may have already told you this when you did the trail close, but if not then this is good question could ask. Here is some responses the customer will come up with:

-Worried about the price

If the customer brings up the cost, then ask them if they are worried about the price or the cost. This will usually get a response of a blank stare or someone saying there is no difference. Then you point out that the price is what they pay today, the cost is what the total will be for the lifetime of the product and then you show them how it will not be a big price over the lifetime.

-Want to think about it

If the customer leaves without buying, there is a 95% chance you will never see them again if they leave (unless they are a loyal customer). Chances are they want to check out your competitors so you may mention what your competitors price this printer at, show them what they will find at your competitors, and mention your return policy.

There is many other objections that customer may come up with many of them a diversionary tactic.

Zig Ziglar has some great information on overcoming objections.

Next time we will talk about closing the sale.