Sometimes I think we spend too much time working on objection handling techniques. It frustrates me a bit because, quite frankly, I’d rather spend my time helping those I’m working with avoid objections rather than obsess over battling them. It’s amazing what happens when you ask questions, listen, create trust, establish urgency, and earn the right to bring forward a solution.
But don’t be misled into believing that even perfect salesmanship will eliminate all objections. As a matter of fact, let’s hope it doesn’t! You might be interested in knowing this simple statistic:
Chances of a successful sale fall by 21% when a client doesn’t offer at least one objection.
Clearly, if there is an objection brewing, wouldn’t you prefer to hear what might be holding someone back from accepting your solution rather than having this issue internalized? If there is an objection involving you or your company, don’t you think you’d do a better job than your competitors in responding to that objection? These objections aren’t an impediment to success, but rather an opportunity!
It is natural for people to object to change, but sometimes the words we’re looking for in our response can be elusive. In fact, often it’s not the response that holds us back. It’s the transition to the response that can give us the most trouble. Four simple words can often do the trick, and I’ll be happy to tell them to you. That’s why I’m here.
Did you miss those four words? You just read them. An old approach, but an effective one, involves four simple words: “That’s why I’m here.” It’s amazing how well those four words can help you transition into so many potential responses. Here are some examples of what it would sound like:
Client: “We don’t have a need for any of your products.”
Seller: “That’s why I’m here. I’m aware you are not currently a customer and…”
Client: “We currently use a different vendor.”
Seller: “That’s why I’m here. We believe that when you make a decision for change…”
Client: “I had a bad experience with your company.”
Seller: “That’s why I’m here. Our company has gone through various changes…”
Client: “We already are using some of your products.”
Seller: “That’s why I’m here. We appreciate your business and would like to…”
It’s a terrific transition from a potential disaster: Once you use those four words, don’t forget it’s not necessarily a transition to a long, drawn out response. It’s a transition to regaining control of the conversation, and that can often mean getting back to asking questions and listening.
No matter how prepared you might be for a sales call, a presentation, a demo, or even a meeting, things can go wrong. When they do, all eyes are upon you, and that’s when it’s your turn to shine. Now you know exactly how to rise to the occasion. You see? That’s why I’m here!
This article is authored by Rob Jolles, a sought-after speaker and best-selling author. His best-selling books, including Customer CenteredSelling and How to Run Seminars & Workshops, have been translated into more than a dozen languages.
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