you will develop them. Just smile and say, “Mr. Johnson, how are you feeling about all of this so far?” What a great little question. It lets you know if they are ready to go further or if they have more questions.
The second question I would like you to consider is this: “Mr. Johnson, do you see why we are so excited about this product?” You see, if he says to you, “Yes, I am excited too,” then he wants to go further and you know you are on target emotionally to get ready for the final closing of the sale.
At this point in the presentation, I can almost guarantee something is going to happen. Never forget, in most cases, no one can say “yes” until they first give you some type of no. In other words, there is something that happens when you present a product or service they don’t own. They hear a little voice in their ear that says, “I want it, I want it, I want it,” but then comes the fear of ownership. The buying tension grows. A pro knows how to turn the no into a yes. In fact, I do not believe we are really doing our job, the art of selling, until they say no or hit us with an area of concern. So, let me now cover the six steps of handling the objection.
Step Number 1 is what we call “Hear Them Out.” In a nutshell, this simply means don’t interrupt them. Too many people in selling, especially after they have a few years under their belt, answer objections too soon. They hear a couple of words that smell like an objection, so they jump in and end up answering the wrong area of concern. So, as a cardinal rule, I suggest you never attempt to answer an objection until the end of your presentation.
Use the, hear it twice rule. Now, what does that mean? Well, the prospect needs to mention the objection twice or it is probably not a real area of concern. So, if we are going to not answer a concern, we need to develop a concept I call the bypass. A bypass is simply asking them if it is ok if you wait to answer their question till the end of your presentation.
When they interrupt you with an objection and you are in the middle of the presentation, just simply say, “Mr. Johnson, I can appreciate that and I would like to note that as an area of concern, and with your permission, can I handle that at the end of my presentation?” Do you see how nice that was? Very gentle. The reason you use a bypass is two-fold. One, during your presentation you can address and overwhelm the objection to where it has no more power. Two, he may forget about the objection all together.
Step Number 2 is called ‘Feed it Back’. That means we ask him to elaborate. All right, so what has happened here is that you have finished your presentation and sure enough, the prospect hits you with the same objection he hit you with earlier. Now, you know you have to handle it. He might say, for example, “Tom, I just really believe that it costs too much.” And so you will feed it back. Warmly say – using his name – “John, today most things do; can you tell me about how much too much you feel it is?”
Step Number 3 is called ‘Question It’. In this section, you simply question how important it is. Say, “Mr. Johnson, is this area of concern critical at arriving at a final decision?” This one question often eliminates the entire area of concern.
Step Number 4 is called ‘Answer It’. This means you are choosing the applicable closing technique. Let me give you an analogy. Most of us have visited a restaurant where we first walk in, sit down, and then they hand us a menu. We open the menu and choose the food we want for the meal. In most cases, we aren’t going to look up at the server and say, “I will have one of everything.” Closing is the same way. We choose the applicable closing technique for the situation. So, you must have many closing techniques on your menu.
Step Number 5 is called ‘Confirm the Answer’. When we have given our answer to the objection, we must then Confirm the Answer. That means you must now warmly say, “Now that settles that, doesn’t it?” Now, if you don’t do that, they will hit you with the same objection later on because you didn’t confirm the fact that you answered it.
Step Number 6 is called ‘Change Gears’. Change gears means when you handle an objection, you can’t stop or they will hit you with another one. So, we take them elsewhere with three words. The words are, “By … the … way.” Those three little words allow you now to take them mentally to a new subject.
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