When You Get An Objection

I guess I look at objections as more of a perception or frame of reference than an opinion. And perception is reality so changing the way someone views something is the ticket. Just semantics though. Its funny how you can have "no-brainer" information sometimes but it won't budge their perception.

Well that's true. People don't object just because they can, they object because they have some knowledge surrounding your proposal, or have had a bad experience with dealing with a certain scenario.

People's decision to object is based entirely on their own experiences so you shouldn't feel as if people object to what you have to offer or what you say just because they can easily say no.

In my experience there are real objections, reflex objections and stalls. Which one of those features opinions?

The best salesmen rarely have true objections as they handle them all ahead of time.

When it's an objection that's really a stall, no dissecting it proves useful because it's only a smokescreen thrown at the salesperson. It's not the truth. So it's like wrestling with a phantom. Asking the prospect questions about it prompts more smoke and mirrors from the prospect keeping the salesperson on a wild goose chase.

"I need this in size 5, but you only have up to size 2" is perhaps more of a truthful real objection, though it's certainly not an opinion, it's a fact. No amount of questioning why they feel they need a size 5 is going to change that fact.

Asking the prospect WHY their objection is so, prompting them to explain further their reasons behind it, has the effect of them deepening their commitment to their position. The real question is, why would you ask a prospect to, in effect, to focus on their reasons for not buying instead of reasons for buying and having them further fortify their position why they're not buying. Like this: "I need this in black but you only offer red, and since you asked, here's why I can only take it in black. Our customers buy black over red 83% of the time and we easily get a 23% premium in price for it over red. Black's more profitable for us. We simply have a higher demand for black. We make more money with black. We're primarily known for black. We have all the red we need. Red doesn't move as fast as black. We can sell black all day long but not red. We're running low on black. We're overstocked on red. So we need it in black."

Or maybe the real question is why are they raising objections to buying? Objections aren't selling signals, that's a myth. Buyers act like buyers - not like people who object to making the purchase. People who aren't buying are the ones who raise objections. Otherwise they'd embrace the sale. A person who's hungry doesn't say, "I'm not hungry today. I'll have to think about food another time. Maybe later this week. I have to figure out what food I need to buy first. I think I have to sleep on it." A hungry person who'll buy thinks more like, "I'm famished. I need something to eat. Your food looks tasty. I want it. I like the hamburger. I'll try that." Likewise, someone hungry for your wares doesn't put themselves off. They want to buy.

Ken suggests talking about the qualification process. I'll bite. Qualifying requires you to find out three things about your prospect. Are they a fit with you in terms of:

* need

* budget

* personality.

That's it. If you get three check marks, you can turn this person into a customer/client. Otherwise, throw 'em back, because they ain't a fit.

Need = urgent want or need for what you offer. Make it quick--In or Out.

Budget = can and wants to pay you what you feel you deserve. Note the second part. Not just "can pay you." We're talking about your self-esteem here. Work for peanuts and you'll feel ripped off, taken advantage of, and resentful. And it's YOUR FAULT. You chose to take them on as a client.

Personality = treats you right. Takes your advice. Doesn't argue endlessly with everything you suggest. Doesn't yell at you. Although all three components of fit are equally important, this one stands out for me. I will not work with anyone I don't like, regardless of the need or money involved. This is also the one that's most difficult to uncover, but you can watch for clues. We've all had that 'favorite' client who keeps needing revisions, wants to make changes, wants to argue every point. Thing is, you allowed this to happen--you didn't get them to agree to a clear up front contract of how things were going to work before starting.

You'll find that if you keep these three components of fit in mind, they will lead you to the questions you must ask. No more shuffling papers around while you're on the call, looking for the right question. Find out: do they have the need for what you offer? Can and do they want to pay you what you deserve? Can they work with you?

Qualify. Sort. Separate. In or Out. Doesn't matter which. Accomplish it quickly. Takes me 4-6 minutes on the phone. Can do it several times an hour. Do it over and over, and you WILL uncover good prospects who you can turn into great clients.

But you, dear newbie, won't do this. Because you're desperate for that sale. And so you're looking for that magic bullet, straining to turn everyone you talk to into a customer

Let's talk more about pre-qualifying. There's plenty about closing and prospecting on this forum.

I've experimented with pre-qualifying prior to setting an appointment, versus simply setting the appointment, no pre-qual.

Most people who will see you in person have an interest-level. Some will have knee-jerk objections (send something in the mail and I'll decide, etc.), but if you can get through them thoughtfully, you'll meet them anyway.

When you do face-to-face sales, mostly I think it's important to sell the appointment versus selling over the phone. Mostly.

But once I'm in the door, I pre-qualify immediately after so-called rapport-building.

To make the sale, what I have to know is:

1) Need and Want for Life Insurance
2) Health
3) Has a savings/checking account (needed for most carriers to do direct drafts of premiums).
4) Trial close (If I can qualify you, can you afford $X per month, working on the high end first, then working lower and lower, maximizing premium-commitment ahead of time).

If they fail any of those pre-qual questions, I'm out of there. Presentation doesn't even occur. No point wasting time.

After I pre-qualify on the fundamentals, then I present the options for covering final expenses. Kinda like an apples-versus-oranges comparison.

Basically, I show them what my competition does differently, how the product could be detrimental to the prospect, and show how mine could be superior.

I say "could" as that allows them draw their own conclusions, ie, sell themselves on the superior product. Sure, I guide them along, but, as I like to say, I like to let the prospect "hang herself."

The best life insurance salesmen show up in person or call over the phone with the goal of seeing them immediately (if in person) for a 10-minute interview, or to sell the appointment.

I have pre-qual'ed over the phone and it does work for me. But showing up, anecdotally, tends to get me more consistent results.

How about you guys? How do you define and approach pre-qualifying?

'Objection' or 'Resistance'?....that is the question.

When you ask someone to go ahead/sign up/order or whatever,
you know, the kind of thing that happens towards the end of a
sales process (some folks might call it the close) THAT right then
is when objections arise.

When you are attempting to get a sales process going
(long before the close usually) THAT right then is when you get
'resistance'.

In between the start and the end of the sales process you will
get many scenarios but they are not what we'd call either
'resistance' or 'objections'

I call them...points to be clarified, questions to be answered, doubts
to be allayed....but NOT objections.

'Objections' can only happen after a close has been attempted (else
what are they objecting to exactly?)

Resistance is what they do when they don't want to let us get started.

Everything else is just 'stuff to be handled'

Big smile here Claude.

I bought your book a little while ago but would love a signed copy and feel free to include my small input.

;0)

P.S.. Just realised it was your small business advertising book I bought. Nice work.