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The Sales Buzz Issue 166 - A Simple Sales Objection Process
July 09, 2012

In this week's Sales Training newsletter we look at overcoming objections...

A simple sales objection process that works. If you want a way to overcome those sales stoppers try this out and then adapt it more for your type of sales. ...

A Simple Sales Objection Process

A simple sales objections process that you can put into use today.

Many sales people don’t have a way to deal with objections. They have no process to use when a prospect raises a sales stopping concern. They have a selling process, a path that their sale follows and they move the prospect along it, but when it comes to overcoming objections they have no structure to how they handle it.

I’m a working sales manager and trainer and I need a way for my sales teams to be able to handle objections in real situations, not just in the classroom. My job, and my income, depends upon the results my teams achieve using this objection handling sales training.

Step 1. Understand their real objection

To overcome an objection you first need to fully understand it.

The first step is to look through the customers frame and define the real objection from their perspective. Their sales objections may not be real. They may be based upon false evidence, past experiences, or their beliefs.

You want to see the sales objections on their map of reality and from their viewpoint, even if their objection is based on false evidence.

Then you can handle it confidently. The key is to understand what the buyer believes are the consequences of buying.

This is where the real objection lies, how it was formed, and where it has to be dealt with.

With good questioning skills you can define the real objection as seen by the customer.

You should also define the beliefs and evidence that the customer has used to form their objection.

It is their beliefs and evidence that you have to challenge if you are to handle objections based in the buyer’s mind. Many objections, concerns, and questions, exist only in the buyer’s mind, but to the buyer they are very real and will stop the sale if not defined and dealt with.

Step 2. Gain agreement to the real objection.

Once they have questioned and understood the prospect’s objection many sales people then go charging in with their best answer. Then the buyer raises another objection because they haven’t answered all their concerns or there was another objection that the seller didn’t know about.

To stop this happening to you there are two really important actions that you should take at this stage of objection handling before trying to present your sales solution:

First, gain agreement to the sales objections that you have defined.

Then second, ask the prospect if there is anything else that could stop them buying from you today.

Before giving your great answer to overcome the objection you want to make sure you are answering the objection that is real to the buyer, and that there are no more objections to stop the sale.

So step 2 of this simple sales objection process is to check with the buyer that you fully understand all the key points of their concerns, and that there are no more objections that will stop them buying from you today. How do you do this? Just ask them. Simply state the main points as you think they see them and check that you are right.

To see the rest of this simple sales objection process, including how to close the sale when you have handled the buyer’s concerns, go to Sales Objection training...

I'm Stephen Craine from the website

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