Stages of working with objections: turning “not interested” into a confident “YES!”

What is objection handling?

An objection is a belief or a real reason that prevents a customer from making a purchase.
Handling objections is the process of convincing the buyer that he needs to buy the product offered by the seller. For objection handling to be beneficial, the seller should not simply push the product and put pressure on the person, forcing him to make a purchase. You need to correctly identify the client’s needs and problems, and understand how your product will help him.

Customers may have objections during a conversation with a manager, after a product presentation, and sometimes at the moment of concluding a deal.

The manager’s goal is to ask the client about the reasons for refusing to purchase and try to convince him.

What is objection handling?

Why do you need to handle objections?

Many clients have objections, so not addressing them means losing a customer. Of course, even the most skillful work with objections does not always end in a successful deal. But this will definitely increase the percentage of sales.

Here are the reasons why a seller should address buyer objections:

• An opportunity to improve your product presentation and present its positive properties to the client as accurately as possible.
• If objections are not addressed, the deal will fall through.
• In the process of working through objections, the manager improves his professional qualities and learns to better understand clients.

Why do you need to handle objections?

Sales objection script

The stage of answering objections occurs immediately after the presentation of the product.

Stages of the script for working with objections:

1. Clarification of the situation . At this phase, the manager should ask the question: “Are you interested in this offer?”, “Would you like to receive more detailed information?”
2. Listening to the buyer . We have already talked about this, so we will not dwell here for long. Here the manager must show that he understands the interlocutor’s indignations and shares them. This can be done using the phrases: “I agree with you,” “I also encountered such a problem,” “This sometimes happens.”
3. Using all the methods of working with objections that we talked about above . Pick a few techniques and apply them.
4. Answers to client questions . Work through possible questions for each objection. This will allow you to respond quickly and confidently.
5. Closing a deal and saying goodbye to the client . Even if the conversation did not go well for you, thank the failed customer for his time.

Reasons for objections

Identifying the true reason for a refusal is not always easy. Not all customers are honest about why they don’t want to buy a product. Many people tell lies because they are embarrassed or perceive the seller as a person who wants to push them a useless thing and get money.

Some managers have learned to determine whether a client is lying or telling the truth. There is also a division of some popular objections into true and false.

Here are three common causes of true objections:

1. A person does not need a product. If there is no need for it, then it will not be possible to convince the client and there is no point in dealing with refusal. Try to draw the attention of such a buyer to other products; perhaps he has a need for them.
2. The buyer does not trust the seller or the company he represents. To close this reason for objection, you need to understand what exactly causes mistrust. Sometimes sellers themselves provoke distrust. This happens when managers are not confident in the product or company they represent. The buyer feels unsure of the words and actions of the seller and begins to doubt the need for the purchase. To prevent this from happening, try to behave confidently, speak clearly and clearly, and stay upright. Even his posture influences the attitude towards a person. The manager must show with all his appearance that he is proud of the company he represents.
3. The client has no money. If he says it directly, then most likely it is so. You need to offer the product cheaper or find another alternative.

Here are the reasons for false objections:

1. The client wants the seller to leave him behind as quickly as possible, so he tries by any means to refuse the purchase. Often in such cases, a person says that he wants to think about whether he will buy the product later or cannot make a purchase decision so quickly. These phrases apply in principle to any cause of false objection. Such situations usually occur when the manager fails to establish contact with the buyer. He should think about what first impression he makes and how to start a conversation with a client correctly.
2. A person does not want to talk about problems and difficulties. There are situations when it is difficult to explain the true reason for a refusal - you will have to tell a stranger about your personal problems so that he understands. Not everyone is ready to share personal things, and besides, you will have to spend time on explanations. Of course, the ideal option in this case is to give the client the impression of an understanding and helpful person. Perhaps then the buyer will trust the manager and tell him about the difficulties that are hindering the purchase.
3. The buyer is embarrassed to admit that the price of the product is too high for him. The seller must initially carefully monitor the client’s actions, as well as his reaction to certain products. If a manager has made incorrect conclusions about a person’s level of income, then most likely he will offer the client goods that are too expensive for him.

Reasons for objections

Objections in telesales

It is especially difficult to deal with consumer doubts during telephone sales. You do not see the interlocutor’s reaction to certain arguments and your conversation can be interrupted at any moment.

To prevent this from happening, it is necessary to study the features of the technique of working with objections when using telephone sales. Using telephone sales scripts will also help you.

In telephone sales, dealing with contradictions occurs only once, after the presentation of the product. In this case, your answer should begin with the phrase: “Our product will allow you...”, Our product will solve your problem.”

All other work should proceed according to the standard scheme. You just have to pay attention to how you speak. After all, the impression of you as a seller will be built on the basis of your voice. He must be calm and confident.

You should not use filler words in your speech, and also allow long pauses in the dialogue. This is acceptable in personal sales, but not in telephone sales.

If a pause occurs, experts recommend resorting to the technique of rhetorical questions that will defuse the situation.

Example: “Isn’t it convenient when the goods are delivered directly to your home?”

Also in telesales, managers often deal with negative customer reactions. Try to interest such an interlocutor, but if he still does not want to continue the conversation, simply thank him for his time and say goodbye. This will help maintain a positive impression of you and your company.

Types of objections

Objections are divided into several types depending on the criterion for their evaluation.

Major and minor

The main ones relate to the cost and characteristics of the product. If a person says that he is not satisfied with the price or the characteristics of the product are not suitable, ask clarifying questions. For example: “Would you buy this product at a lower price?”, “If the product had this characteristic instead of the current one, would you buy it?” If the buyer gives an affirmative answer, then the objection is basic.

Secondary objections appear when the client has no global complaints about the product, but does not want to buy it right now. The price and characteristics in this case suit the person, but he still has doubts. Here are a few answers that the seller may hear in this case: “I want to think,” “I need to consult with my husband (wife, mom, dad),” “I’m not sure yet that I need this product.”

Possible reasons for secondary objections:

• The desire to save money and find the same product from another seller, but cheaper
• Tendency to conflict
• Poor mood or feeling
• Doubts about the seller or brand
• Dislike for the seller

Justified and unfounded

If during the conversation it was possible to identify whether the objection is primary or secondary, it’s time to move on to the next type. Now you need to understand whether the client’s objections are justified.

Justified objections are based on the customer's experience, doubts about the quality of the product, or as a result of reading reviews from other customers. Such objections can be worked out and closed if you competently structure the conversation with the client.

Unfounded objections appear when a person hears unverified rumors that a product is supposedly bad. This also includes the client’s personal judgments of the type “it seemed to me that it should be like this.” To convince the buyer, you need to tell him about the real properties of the product and convince him that negative rumors are fiction.

Explicit and hidden

A very simple and understandable classification of objections.

Explicit - those that the client speaks about directly and openly. In this case, it is easier for the manager to find an approach to the person, because he knows exactly why he cannot or does not want to purchase the product.

Hidden - objections that the client is silent about. Most likely, he is embarrassed to express them. For example, this happens when a product is too expensive for the buyer and the person does not want to admit this to the seller. Dealing with hidden objections is very difficult, because you cannot understand exactly what is on the client’s mind. The only way out here is to bring the person into conversation and try to find out what is preventing him from buying the product.

Types of objections

Techniques for handling objections

I will give several examples of how a manager can respond to popular customer objections.

The price is too high

• Are you only concerned about the cost of the product? What about its characteristics, do they suit you?
• The price of our product consists of... and... Yes, it is higher than that of our competitors. But you won't have to pay twice.
• We try to maintain a high level of service and quality, which is why our price is slightly higher than that of our competitors. Tell me, how important is the quality of the product to you?

I need to think

• Please tell me, do you have any doubts about the purchase?
• Maybe you don't have enough information about the product? What characteristics (or points) should I tell you in more detail?
• Please tell us what moments confuse you?
• Are you satisfied with the product as a whole? What moments are still confusing?

Not interested in cooperation with your company

• Please tell me, on what terms would you be interested in cooperation?
• We do not insist on cooperation. But we still invite you to take a closer look at the range of products and our conditions. Perhaps in the future our offer will interest you.

I buy from another store (from another brand)

• We are not insisting on switching to our products right now. But perhaps the conditions of our company will be more favorable for you. Please check them out, it won't take long.

I will buy this product in another store, they are cheaper

• Yes, our products are indeed more expensive. But this is because we do not skimp on service or quality and try to give only the best to our clients.
• When purchasing, do you focus only on price? If quality is also important to you, then please listen to our offer.

I'll contact you later

• Would you like to consider our proposal? Tell me, do you have any questions or doubts?
• Fine. When would be the most convenient time for you to discuss the details of the purchase?
• Please tell me how much time you need to think about our proposal?

I like this product but I would like to get a discount on it

• We give discount in the following cases (to next buyers), if your case fits into this category, we will give a discount.
• Unfortunately, with such a discount, the markup on the product will be increased, and this is unprofitable for you.

Techniques for handling objections

Stages of handling objections

Here is an algorithm that a manager should follow when dealing with objections.

Listen to the client and try to understand

If a customer talks about the reasons for refusing a purchase, listen carefully. Don’t interrupt, don’t argue, and don’t try to immediately bombard him with arguments in favor of the purchase. Be respectful, show that you really listen to him and want to help.

When the buyer finishes speaking, agree with him - say that you understand what he is talking about and why he is having difficulties. Don't try to deny his point of view, claim that his problems are nothing, etc. This will only push the person away and most likely discourage them from continuing the conversation with the manager.

Share your feelings

To gain the client's trust, show that you truly understand him. If you have had similar doubts in your life when purchasing a product, please share them. Or tell us about how at first you doubted that the product you were selling was really of high quality, but then you became convinced that it was true.

The client should feel that his feelings are shared and supported. This helps to establish contact with the seller. In the future, the good disposition of the buyer will affect the outcome of the transaction.

Find out which objection is true or false

For example, if a customer talks about a high price, you could ask, “Would you buy this item at a reduced price?” or “If we give a discount, will you buy this product?”

That is, the manager proposes to eliminate the main cause of the objection. If the buyer then agrees to purchase, then the objection is true. If he does not agree, there is another objection behind his words. Try to get the person to talk and understand the real reason for the refusal.

Ask about other objections

Check with the customer if there are any other complaints about the product. If so, then these objections will also need to be worked out.

Make an argument in favor of the product

It is worth moving on to this stage if you have completed the previous ones. Otherwise, it will not have a positive effect.

There is one more BUT - the argument will not work if the buyer’s objection was false. The manager must be sure that he received reliable information from the client.

Select an argument in favor of the product so that it answers the client’s main objection. This will make the person doubt that his objection is strong enough to refuse the purchase.

Make sure you close the objection

Be sure to ask if the client still has any questions, doubts or objections. If so, listen to them and work on them.

Stages of handling objections

The “expensive” objection

The following situations may be behind this objection:

• it's expensive on a budget;
• the client bargains and tries to reduce the price;
• the client withdraws from interaction.

Solution: First cut off strategic bargaining objections. If the client claims that it is expensive, again tell him the benefits and value of the product. Next, pause and look at the client. The client will see that you do not intend to bargain. This can help maintain the original cost and not lower the price.

If your client, after you have demonstrated to him the benefits and value of the product/service, is dissatisfied and claims that the price is too high for him, there are two situations:

• expensive for the client's budget;
• a customer compares your product with another product.

After this, you need to work either with a budget or make arguments in defense of your product against the background of others.

Mistakes when processing objections

I’ll tell you about common mistakes that managers make when dealing with customer objections. This especially applies to beginners. Please don't do this if you don't want to lose the client.

Mistake 1. Trying to immediately bombard the client with arguments

For example, a person says that the assortment on the counter is small, and the manager immediately says: “You mean small? We have a larger assortment than our competitors. By the way, the discounts are also good!”

Be softer and try to treat the buyer with understanding, and not attack him with arguments, as if trying to beat him with them. This tactic will lead to a quarrel with the client. Or he will just leave.

Mistake 2. Not trying to work through the current objection, immediately offering an alternative

Customer objections are not always truly serious. It's normal to have doubts about a purchase. A person may voice doubts, but change his mind during a conversation with the manager. Therefore, there is no need to immediately offer an alternative option. First, try to make sure that the current product is not really needed by the client.

Give arguments in favor of the product, and if the person is still not interested in it, offer something else. But if you do this right away, you get the feeling that the seller is simply selling the product.

Mistake 3. Ignoring objections

Some managers are afraid to respond to the client or simply do not want to do it. There are times when the buyer is right and the seller simply does not know what to answer. As a result, the objection remains open and the chance of a purchase becomes minimal.

Mistake 4. Telling the client that he is wrong

Or is poorly versed in something. For example, a person says: “Your laptops are very slow.” In this case, the manager may answer that the buyer simply does not know how to handle them correctly or does not understand laptops. This may be true, but you can't say it that way. The words will hit the client’s pride and he will not want to cooperate with you anymore. Everyone likes to be praised, understood and supported. But no one likes criticism, much less such blows to one’s pride.

Mistake 5. Interrupting

It's best not to do this in any conversation. And if you are talking with a client, forget about this habit.

If you interrupt a person, he will think that his opinion is not interesting to you and simply will not want to continue the conversation, which means the purchase will not take place.

Mistake 6. Poor knowledge of product characteristics

The manager will have nothing to answer the buyer's questions and objections if he does not know anything about the product he is selling. This is a gross mistake that will nullify any efforts of the seller.

Mistakes when processing objections

Objection “I’ll think about it”

When a client uses this objection, many salespeople make the mistake of asking what he wants to think about, or what he is not happy with. But by saying “I’ll think about it,” the buyer takes a defensive position and it is important to first get rid of this position.

Solution: make it clear to the client that the transaction cycle has already been completed. Use the phrase in dialogue with the client: “Yes, I agree with you. You definitely need to think and not make hasty decisions. Let me send you more information about this product? After this, the client relaxes because he thinks that the transaction cycle has already been completed. Next, ask: “How do you like the product overall? What do you like/dislike?” The client will answer, and you will find out what was veiled behind the “I’ll think about it” objection.

conclusions

Dealing with customer objections is difficult.
To do this, you need to have excellent knowledge of information about products and the company, be a sociable and non-conflict person, have at least a little understanding of psychology, and also know the stages and methods of working with objections. At the beginning of their journey, managers often make mistakes, but over time, any salesperson can learn how to handle objections. Every manager needs this skill; without it, working in sales is quite difficult - you can miss out on a lot of clients.