The objection of the customer has always been part of the seller's daily life, and this is even more true today. Whether you are a beginner or experienced salesperson, a manager of a sales team, it is essential to have the right tools to brush aside a customer's objections. What are the different types of objection? What posture should you adopt? How to respond to objections and turn them into opportunities? Elements of response with Loïc Jeunot, trainer and salesman, with field experience.
" I do not need anything " ; “I only have five minutes to devote to you”; " It's too expensive " ; “Your competitors are doing much better” or “I’ll think about it”, what salesperson hasn’t been destabilized one day by a customer’s objection? It is part of his daily life… and more and more so. Customers and prospects are in fact more informed and autonomous, and know the prices charged in a given sector.
An objection constitutes a reproach, a claim on the part of the client. It can occur at any time in the sales process... Even though most theorists position it after the argument and the announcement of the price.
“Price is a frequent source of objections, but it is not the only one and it can arise earlier in the commercial relationship.”
© Loïc Jeunot.
Therefore, whether the objection occurs at the time of making contact, presenting the product, announcing the price or even the conclusion, it is essential to have a solid repartee and appropriate arguments For successfully complete the negotiation and close the sale.
1/ Adopt the right posture when facing l'objection
The objection is natural, so you should not take it personally. On the contrary, you must first identify it well and then use it... without provoking it.
Get rid of your bad reflexes
Firstly, it is necessary get rid of bad reflexes, that is, to respond instantly to the objection. The seller, on the defensive, will only reinforce the customer's distrust and suggest that he is not in control of the situation.
© Loïc Jeunot.
So how to proceed?
- do not argue directly, because the prospect is generally not in a listening attitude;
- listen to your interlocutor.
“The objection should therefore not be seen as an attack, a value judgment, nor a failure, but as an opportunity, provided you have the right reflex and have established the right relationship with your interlocutor.”
Identify the real objection
Understanding the reasons that push your interlocutor to object allows you to better understand what the objection covers and to prepare for it.
You must in fact know how to identify “the real” objection of your interlocutor in order to adopt the right posture.
That is to say both detecting “the objection behind the objection” and detecting the type of objection one is facing. Does the interlocutor act this way out of reflex or out of habit? Is it founded, sincere, is it a test on the part of your interlocutor? Does he need to be reassured? To be more confident? Or is it a call for negotiation?
Michael Aguilar, in Overcoming customer objections, draws up a typology of objections:
- THE " false objections ", often general, insincere and unsubstantiated, usually arrive very early in the sales process. The objective: to discourage the seller and get rid of him;
- THE " tactical objections », often insincere and unfounded, constitute a test or an entry into negotiation;
- THE " sincere objections » occur at any time in the sales process, are valid for the interlocutor, which does not mean that they are valid for the seller; it is therefore necessary to validate this type of objection
Knowing the different types of objections allows you to identify them and be able to respond to them appropriately. On condition, however, that you know how to manage your emotions and those of your client, accept objections and use them, not anticipate them and act in two stages by setting up an “adult to adult” dialogue. ".
2/ Tools to turn objections into a business opportunity
Several tools can be used to effectively respond to objections. Simple and effective, the method is done in two stages. A few key words and sentence structures often make the difference. The objective: to make the use of these tools an unconditional reflex for the seller.
Ask a question
The idea is to respond to the objection with a question. In other words, rephrase the objection. Indeed, it is up to the seller to conduct the interview. The result is several advantages: the objection is clarified, the interlocutor feels listened to, the seller can therefore prepare suitable arguments. For example, to the objection “You are wasting your time”, we can return the question “What do you mean by that?” ". We must avoid the “Why” which generates negative and constrained responses.
The rebound technique
The second tool for responding to objections is rebound technique, used in the theater. The idea is to bounce back by starting your argument with “ Exactly… ”, followed by silence. With this term, we recognize the objection and we can thus adjust a suitable response. Be careful though to use it wisely, because it is more directive than the first tool.
Another semantic subtlety, do not use “Yes, but”, because it places you in opposition to your interlocutor. Prefer “Yes, however” which means that what you are saying is a possibility and that there are other solutions.
For greater efficiency, alternate the two tools or combine the two.
3/ Customer objections, examples of scenarios
A question of time
To the objection “ I only have five minutes to devote to you », we can use the rebound technique. In fact, the interlocutor does not want to spend more than five minutes with you. You should not try to argue or negotiate additional time. You simply need to make an appointment. So, you can bounce back by responding “Exactly, let’s make an appointment!” » or “That suits me, it’s more than enough to make an appointment”, then directly make him a proposal “When would you be available to discuss? » or “At the end of next week? Friday ? ".
A question of cost
To the objection “ It's too expensive », you have to look for the real reason which pushes your interlocutor to say that, and use the answer-question. For example, “What makes you say that?” What is too expensive? ". This is a request to enter into negotiations from your interlocutor. We must also validate the objection “Yes, you are right, I agree with you”. We assume that the customer is informed, has made a market comparison, but perhaps he was misinformed, only has part of the data or made a bad conclusion. So, we ask him the question “Where are you with your research?” » and “You are right to have done your research, here is what I suggest to you…”.
Competition
In response to the objection " Your competitors are doing much better ”, the bad reflex would be to reply “But no, I am number one in the sector”. You should rather answer “Yes, absolutely, how are they doing much better? At what price ? Then “Precisely, I’m interested in knowing how they do better.”
What you need to remember: the objection is not a value judgment against the seller, even if many think so, it is a way for the buyer to reassure himself, to test the seller. Responding and justifying yourself when faced with an objection is a very bad reflex. There are simple tools that can turn objections into opportunities. First identify whether the objection is well-founded or not, if it is a call for negotiation for example. Then, ask a question or start your answer with “precisely” and develop your argument. In all cases, a customer or prospect who objects, it'is a pretty good sign!
