Anticipating Objections
“Sounds wonderful. I'll take two million of whatever you're selling!”
Don't expect to hear these words during any sales presentation in the real world. In fact, what you will hear are objections like:
They're too expensive.
I never heard of your company.
I don't have time right now.
Ad infinitum. There are ideas on how to respond to objections during a sales call. However, before the presentation you should start to anticipate and respond to common sales objections.
People will buy something when they want it more than they want the money that it costs. All buyers are looking for value, the equal or greater worth in an exchange. Businesses buy because they trust that their purchase is of greater value to them than the price. They believe that they can turn a profit. The seller, too, sees the profit value of selling their products or services for money.
The key to answering sales objections is understanding what they truly are: questions. In most cases, objections are presented to ask you why the prospect should buy. It's often a delay tactic that prospects use because their questions and concerns haven't yet been answered. By anticipating common objections, you can answer them in your presentation even before they are asked.
Acme widgets are less expensive than any other brand of similar quality.
Acme Widgets is a Fortune 500 company employing more than 10,000 people worldwide.
I can help you save more than $1,000,000 in the next hour by acting on my suggestions.
Planting responses to common objections within your sales presentation can diffuse the buyer's natural reluctance to make a decision.
An important aspect of preparing for your sales call is anticipating common objections of buyers and developing viable answers. If possible, make the case against the objection before it even develops in the buyer's mind. However, if the buyer does voice an objection, you should be ready with a well-thought-out answer. In fact, if a common objection isn't voiced by a buyer, smart sellers will bring it up.
As you consider your purchase, you may think that our products are too expensive. Let me respond to that …
I sometimes hear buyers ask to know more about our company. It's a good question. Acme Widgets is …
Golden Rule Sellers anticipate buyer objections and either answer them in advance or offer considered responses when they are presented. Understanding how a buyer thinks can help you build trust, a prime component of every transaction.
