4 steps to overcome sale objections

4 steps to overcome sale objections

In previous articles and videos we have talked about how to get your products in stores, but the hardest part of closing store sales, where the deal is face-to-face, is tackling the points prospects say after the word ‘but’. These words are harsh, stubborn, and come between you and the coveted sale. These are the buyer’s sale objections. In this article, we will explain what an objection really means and how to cope with it to close sales.

What do sale objections really mean?

The role of objections in the client’s response is to show, in a defensive way, that they are ignorant of one or more things about what we are offering them, and find it more comfortable to object, even if awkwardly, than to accept their ignorance or lack of understanding. These are factors that stop your store manager from deciding in your favor. Should you be worried? Absolutely not!

Every sales conversation is met with at least two sale objections. And if the Sales Rep tends to get defensive they will come off as unprofessional and sometimes incompetent. If that happens, you can say goodbye to that sale.

When a client opposes us, it is because we do not know enough about him and his needs, because we do not find the problem that we can solve; And it is something that we should take as an opportunity to clarify things, reinforce the benefits and show them the solution to a problem.

What do you need to understand about sale objections?

Objections do not have a negative meaning. Nine times out of ten, when the store manager says ‘no’ it doesn’t mean they don’t want to buy the product or service. Instead, they say ‘no’ because they don’t have a compelling reason to buy. Sale objections are a request from potential customers for more information about the product or service.

It is your job to focus on providing information based on the benefits of the product and its sales history in other stores. Show them how this product could increase their sales. Once you recognize what an objection is, then you can easily overcome it. You should embrace objections, analyze them, and respond directly to those specific areas of concern!  Never ignore sale objections!  Always address them.

How to overcome sale objections

Overcoming sale objections largely depends on the attitude and disposition of the Sales Rep. Regarding attitude, make sure that, before starting sales, you are in the right frame of mind:

  • Turn on your patience button: when the objection comes in, let the client talk, listen attentively and show interest.
  • Be prepared to avoid taking the objection personally and do not take a defensive position if the objection relates to the quality of the product or service provided,

Regarding readiness:

  • Get a clear picture of the new products you intend to sell; sales history in other stores, their main features and advantages over competitors.
  • Take into consideration the type and personality of the manager. Prepare your sales and objection pitch based on that.

Now that you are prepared you must realize that rebuttal of objections is a four-step process:

Sale objections process
Sale objections process
  1. Listen. Listen to the objections carefully; give him the time he needs. This shows that you value his concerns which helps build trust.
  2. Understand. Take a note of all the objections and restate them in your own words. Ask your prospect to confirm whether or not you understood all of the points mentioned. For example, you might say: “Just to be clear that we are on the same page here, you are concerned that the product is unknown in this area and it will take too long for you to see the benefit. Is that correct?”
    Ask your clients open-ended questions to gain more insight into their objections. You have to understand what’s stopping them from buying.
  3. Respond to the objection. If the objection is something that you have the authority to handle yourself then do it. Show what sets your business apart from the competition, offer discounts or promotions, share customer success stories, and more. However, if you are unsure, just acknowledge that you understand their concerns and you will get back to them with solutions. Be honest above all!
  4. Confirm the next step. If you manage to overcome the objection and, if a certain commitment is made, state it in your own words and ask for confirmation. For example, you can say: “So if we confirm a promotional price with a tasting for 2 weeks, you will agree to try the product. Is that correct?”

Most common sale objections

Potential buyers can have many objections. This can be related to price, functionality, performance, etc. These objections usually arise during the introduction of a new product in the store or during the sale of a promotional item. What is certain is that they will be coming up (without escape). With this in mind, Sales Reps must understand the most common objections that come up along with best practices on how to overcome objections. The table below summarizes them with suggested actions.

Most common sale objections
Most common sale objections

Let’s try to illustrate with a couple of examples how to apply the objection process to some of the objections on the list.

Objection: “I don’t have time to talk to you today.”

  • Listen – Use active listening.
  • Understand – “I get it completely. I’m behind too. These are hectic times.”
  • Respond – “I really don’t want to waste your time. I can tell you about the product in three minutes flat. If you’re interested, I can offer a deal, and if you’re not, we’ll leave it at that.”
  • Confirm – “Great, so no more than three minutes of your time. How does that sound?”
    • If the manager says yes – “Excellent, can I go ahead now?”
    • If they say no – “Can we reschedule my next visit?”

Objection: “There are many similar products and yours is unknown in this area.”

  • Listen – Listen empathically.
  • Understand – “I understand. It is not easy to introduce new products in this category .”
  • Respond – “This product is being sold very well in XXX and YYY, with 999 boxes per week. To help you move the product we are willing to offer  (state the offer).”
  • Confirm –  
    • If the manager says yes – “Excellent, How about starting with (state quantities)?”
    • If they say no – “I understand. I leave you information and we´ll  review it next time”

I hope this article has been helpful. I will continue to publish information related to Warehouse Management, distribution practices and trends, and the general economy. If you are interested in this article or want to learn more about Laceup Solutions, register to keep you updated on future articles.

There is a lot of relevant information on our channel. Take a look!

No Comments

Sorry, the comment form is closed at this time.