Thursday, February 2, 2012

Answering the Objection – Step 6

Answering the Objection – Step 6



In November, if you have been following my posts, you learned how to accomplish the fifth step of the eight step closing pattern, “isolating the objection.” You have successfully navigated the first five steps of the eight step closing pattern. You Listened carefully (step 1) and completely to the prospect’s objection. Then you Paused, (step 2) giving the prospect time to restate the objection, change it, or in some cases decide the objection didn’t even make sense to them.

Once sure they didn’t have more to say, you Empathized (step 3) by saying you could understand how they might feel as they do.

Next you “Repeated the Objection changing” it ever so slightly which is (step 4).

And then you made sure there weren’t any other objections they had prior to answering the objection, which is to Isolate, step 5.

So then now you are at the step you’ve been building up to. You are now ready to “Answer The Objection” the prospect raised. 

Answering objections requires you learn answers to, at the very least, the top 3 to 5 common objections salespeople hear when selling alarm systems. To determine what those objections are simply get together with other salespeople in your company and ask them to list the objections they routinely hear. When you do that exercise you will no doubt learn that the common objections are just that, common.

The objections salespeople all over the US tell me they hear are as follows:

1.     We need to think about it. (Or any iteration of that same statement)
2.     We plan to shop around.
3.     Your price is too high.
4.     We’ve never had a problem. (Safe neighborhood etc.)
5.     We have a good watch dog.

The above objections are likely the ones you hear regularly, but of course there are others you hear infrequently. However, I can assure you, if you learn to answer the above five objections professionally, you will make more money and protect more homes, families and businesses in the bargain.

I believe answers to objections come in three forms.

1.     A Verbal Answer – This is an answer to an objection you have memorized.
2.     A Written Answer – This answer style is accomplished by writing or referencing a written document which supports your argument.
3.     A Third Party Answer – Often the strongest tool, because this answer comes from a satisfied customer, or a customer that wished they had purchased a system before they were burglarized.

Not to make this article too long, we’ll deal with one objection in this article utilizing one type answer. I will cover them all, including all styles in future posts.

The number one objection heard in any form of belly-to-belly sales is the first listed above. “The Think About It” objection.

Sales professionals all over the world will attest that the “Think About It” objection is often a smoke screen at best, meaning the objection isn’t they want to think about it, the real objection is hidden. They have another reason for not saying yes, they just don’t want to tell you what it is. However, on occasions the prospect does truly want to think about your offer, which then begs the question, for how long?
In my humble opinion the best way to deal with the “think about it” objection is for you to assume they do want to think about it, talk it over. Assume they need only a few minutes without you staring at them to ask each other, so what do you think? To handle the objection with the above assumption in mind I would use the five minute close. The five minute close assumes they only needed a few minutes to mull over the decision. So here is what I would say.

1.     I would “Listen” completely and intently to the words they are saying to me when they say they want to think about it.
2.     When they finish talking I would “Pause”, looking directly at them, saying nothing for a few seconds. If they don’t start talking again………
3.     I would “Empathize” with them. You know Mr. & Mrs. Jones, I certainly understand how you feel. After all, a decision as important as protecting your family is surely worth thinking about.
4.     Next I would “Repeat but Change the Objection.” So what you are saying is you like the system and would have me install it just as soon as possible, but you feel you need some time to mull it over, to talk it over between you two, is that right?
5.     When they agree to the repeat step, I would “Isolate the Objection” by saying: Other than thinking it over, is there anything else that would prevent you from saying let’s protect my family right away, anything else?
6.     Hearing no other objections I would “Answer the Objection” by saying; I have another appointment after this one, and I’m not completely sure how to get there, so if you don’t mind I’ll just step into the next room and make a call to my office to get directions. That will give you two time and privacy to talk it over.

If they don’t stop me, they only needed a few moments to decide. When you return to the room, don’t ask if they have decided to buy. Ask a minor point, alternate choice question, assuming they are going to buy. The question could be as follows: So would a morning or afternoon installation work best for you?

Do this and you will find a high percentage of the think about objections vanish, replaced by their signature on your sales agreement. 

Lou Sepulveda C.P.P. is a 35+ year veteran in sales and sales management. He has managed very large and small sales teams selling in 30 countries around the world. Lou is a published author. His most recent books are “Selling Security Systems Like A Pro”, “How To Manage A Security Sales Organization,” and “Gerencia de Ventas Efectiva,”all of which are available as an E-Book or in paperback. His previous books are “The Formula for Selling Alarm Systems,” “Surviving in the Security Alarm Business,” and “Managing To Sell”. Lou’s company, Lou Sepulveda Consulting, provides consulting services, sales and sales management training, and motivation seminars designed to help companies grow. Lou’s web page is www.lousepulveda.com. Or email him at lou@lousepulveda.com.

7 comments:

  1. Lou is was one great article i was impressed with, am a Sales professionals and happy to come here!@bose
    Sales Executive Job Responsibilities

    ReplyDelete
  2. Thanks. Read the others by going to lousepulveda.blogspot.com

    ReplyDelete
  3. I really appreciate for your brilliant Efforts on spending time to post this information in a simple and systematic manner.

    ReplyDelete
  4. Piper combines basic security functions like motion detection and video footage with a free app that sends alerts based on your preferences. Smarter cctv system

    ReplyDelete
  5. This post is really nice and informative. The explanation given is really comprehensive and informative... Security Alarm In Chennai

    ReplyDelete
  6. This will have huge ramifications for customers who still rely in wire-line copper based telephone lines for burglar alarms, emergencies, and fire alarm systems. Bosch Home Alarms

    ReplyDelete
  7. Nice to be visiting your blog once more, it has been months for me. Well this article that ive been waited for therefore long. i want this article to finish my assignment within the faculty, and it has same topic together with your article. Thanks, nice share.
    Cycling

    ReplyDelete