The Objection Handling Process – A Step By Step Guide
The objection handling process is one of the most beneficial things you can learn to dramatically increase your closing rate.
It’s important part of the sales process, and something you’re most likely to come across time and time again.
So how should you go about overcoming objections in sales?
In this article, you’ll learn the exact five-step approach we teach Sales Professionals and Business Owners for non-pushy objection handling,
Prior to exploring this though; first we’ll cover where objections come from.
Where Do Sales Objections Come From?
Before we look at our objection handling process, it’s crucial to know where they come from in the first place.
Sales objections generally come from one of two places.
First is a lack of trust.
Secondly is lack of commitment and desire for change.
It’s a lot easier overcoming objections in sales conversations when you have established that they do in fact have a desire for change, and that they trust that you and your business can help get them there.
So how do you establish trust and desire?
Read on as we’ll detail how to do both.
First – Establish Trust & Desire
Objection handling in sales starts early in the sales process, as well as during your sales conversations; specifically, when you’re asking your sales interview questions.
The first thing required prior to starting your sales conversations, is to find out whether or not they qualify for your offer.
We recommend using the BANT method to identify whether or not they qualify, which’ll prevent sales objections and sales conditions coming up later on.
BANT stands for:
- Budget
- Authority
- Need
- Timeframe
If there is a lack of time frame or need, then you’re not going to have much desire; which will make objection handling during your sales conversations difficult.
Secondly, you establish desire by asking deep diving and probing sales questions, which unlock the pain and desire about what it will mean when they find a solution for their problems.
The more pain you uncover, the more desire you’ll establish to find a solution.
Trust is built by building a deep rapport with your clients, and by asking well timed questions that display empathy, understanding, and that you’re there to solve their problems – rather than make a quick sale.
Related article: How To Overcome The Two Main Sales Objections In Two Minutes
Many Sales Professionals use the wrong approach when selling.
- They build some rapport
- The presentation or pitch then starts
- They then ask if there are any questions
- Objections handling, and asking for the sale
This model is not only backwards but is also very commonplace.
Fortunately for you; you’ve found this blog post, so you can prevent making the same mistake your competition is making.
We call this outdated model Premature Presentation; and it is massively costing you sales.
As per our article in Entrepreneur; we share that Sales Professionals have a hard time overcoming objections in sales conversations because they present way too early.
You should never present an idea, without completely learning what it is the potential client wants to solve.
To learn more about presenting correctly, check out the related article below.
Related article: 10 x Effective Sales presentation Tips You Need To Use
The Objection Handling Process – A Step By Step Guide
Now we’ll look at our objection handling process by dissecting the it in five easy steps:
Objection Handling Process Step #1 – Listen Carefully
The first step in our objection handling process, is listening very carefully to their sales objection or area of concern.
Does the sales objection sound like they have a lack of trust, or a lack of desire?
It’s very important when overcoming objections in sales conversations, that you listen intently and don’t interrupt when they’re speaking about their area of concern.
Most of the time; the objection is coming up because subconsciously – if they’re going to buy, it will mean change.
People generally don’t like change and can associate change with pain.
Objection Handling Process Step #2 – Repeat Back And Ask Them To Expand
The next step in our objection handling process, is in two parts.
Firstly, you want to show empathy, and that you’re not being combative; this will only break rapport.
You show empathy by demonstrating that you truly care about what it is they’re asking, by repeating back what they’ve told you in dot form if need be.
The second part is asking them to expand on it further.
This is very important, because if you make assumptions and try to handle the objection based on something they’re not concerned about, not only will you break rapport – but you will lose the sale.
By asking them to expand on it further, you’ll find overcoming objections in sales conversations will become easier, because a lot of the time here; they’ll realise that their concern isn’t really a true concern.
It’s most probably fear of change.
However – we want to ensure it’s completely diffused before proceeding.
Objection Handling Process Step #3 – Validate Their Objection
The next step in our objection handling process, is validating their objection or area of concern.
This may come as a bit of a surprise to you; however as previously mentioned, we want to maintain rapport, and position ourselves as a partner for their solution, not someone on a different path or mindset.
Validate their area of concern by letting them know that you understand where they’re coming from, that’s it’s a normal area of concern.
You’ll notice I haven’t given you a sales script here, because we believe sales scripts don’t work. Instead, use a structure like what we’re outlining in this article.
Here is where you can now ask “If we could handle that area of concern, would you be happy to proceed?”.
You don’t have to ask this exact question, as your question type may change from time to time depending on whom you’re speaking with; however, you want to identify here whether this is their real area of concern, or if they have other sales objections.
Objection Handling Process Step #4 – Re-Frame
Step four in our objection handling process, is your re-frame.
If you’re able to handle the sales objection by clarifying something, giving them what they want, or perhaps alleviating their area of concern (price instalments, longer warranty, training after purchase etc), then do so there and then.
If you need permission, let them know and be transparent. However before leaving the conversation, clarify that if you are able to handle the sales objection, that they would be ready to invest/ buy.
The re-frame means turning the problem potentially into a solution.
You want to change the way they’re looking at it, by solving the issue they may have with a potential solution you can offer to alleviate the sales objection.
Objection Handling Process Step #5 – Confirmation
The final stage of our objection handling process is confirming that they’re satisfied with your solution for their area of concern.
Getting their verbal confirmation is absolutely crucial.
Ask your potential client if they’re happy with the solution, and work with them to completely ensure that they have no other issues.
This is important, because you want to close out any other areas of concern before proceeding to asking them your closing questions.
When you’re getting a yes, ensure that is isn’t shaky or that they’re still on the fence. It’s critical here that they’re 100% committed, so that you can ask for the sale.
Final Thoughts
Our objection handling process is crucial for your sales conversation, because it allow you to know exactly how to work with people’s areas of concern in a confident and professional manner.
This guide will help you with this and give you the framework to use to handle them a lot easier.
If you’re interested in learning how to do this in more depth, register for our 7 day sales challenge here.
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