People working in sales know first hand about difficult customers. Moreover, this type of buyers makes up the majority of all consumers as a whole. They constantly have disputes, objections, which the manager needs to cope with. It is not enough to simply offer and competently present a product; you still need to sell it. This is the whole complexity. Fighting objections is an integral part of the salesperson’s work, which is both challenging and interesting. You need to be prepared that the buyer is sure to ask something, be dissatisfied with something. An excellent manager from a mediocre one is distinguished precisely by the fight against objections, whether he can convince him of the need to purchase this or that product.
How to sell?
The main mistake when working with objections is quick and sharp answers. It must be remembered that the dialogue with the buyer must be maintained constantly. If the seller is silent, he will not cause trust. The fight against objections in sales occupies a key place. When a client sees an unfriendly reaction, he gets scared.
In this sense, novice sales people need to work hard. The dialogue should go smoothly, each word should be considered. After all, an unsuccessfully thrown phrase can break that “foundation” that you built from the very beginning of the conversation with the client. Experts recommend using certain principles:
- first you need to carefully listen to all the client’s objections, then take a short pause and enter into dialogue;
- clarifying questions should be asked to identify the true cause of the discontent;
- pay attention to the nuances that do not suit the buyer, and present them in a more favorable light;
- evaluate the truth of the objection;
- finally, the answers - here the seller must clearly and clearly explain why this product must be purchased right here and now.
Assignments
The methods of dealing with objections to sales are quite diverse. To own them all, you need to constantly engage. Psychologists have developed special tasks that managers can improve their sales skills. The answers will become deeper and more convincing if you use this system.
It includes:
- Reception "yes, but ...". For example, a customer says that your company has high prices. The manager replies: "Yes, but we provide free shipping and guarantee high quality." There can be many such examples of the fight against objections.
- Boomerang. This technique is universal, and it can be used in almost any situation. Answers must begin with the phrase "Therefore, I advise you to purchase this product here."
- Comparisons. The specifics are important here. You need to compare the product with the one that the competitor provides. And prove that yours is better or cheaper. The main thing is not to speak in common phrases, but to give real examples.
Highlights
The fight against customer objections should be based on certain principles. In matters of price should be guided by the following rules:
- first you need to win the attention of the client, interest in a service or product and only at the end to name the price;
- if the buyer asks for a discount, offer a free service;
- you need to talk about the quality of the product and its positive aspects;
- if the cost of the goods is high, you can offer a loan purchase with the words: “You can purchase this washing machine on credit for only 4 thousand rubles a month”;
- talk about what the customer loses if he refuses the purchase.
How to change a client’s decision?
The methods of dealing with objections are not limited only to the story of the product. It is necessary to make the buyer change his mind and buy this product right now. In order to become an excellent manager of active sales, you need to adhere to certain rules.
Among them are:
- knowledge of all the positive qualities of the goods;
- attentive listening to the client, identification of the problem and its solution;
- friendly communication;
- optimistic attitude.
A client who sees a smiling manager in front of him unwittingly becomes loyal to him. He is ready to listen to him, weigh the arguments and make a positive decision. The main thing here is not to overdo it. A friendly smile should not be confused with a “fool” smile.
Common mistakes
A high level of opposition to trade objections is achieved through trial and error. Using the above techniques, you can achieve some success in this area. However, you should not forget about the typical mistakes that are most common.
The first and most popular is excessive perseverance. This affects not only beginners, but also a lot of experienced salespeople. Not every customer can withstand a high level of pressure. In most cases, the buyer closes, and the manager makes not the most positive impression on him.
The second mistake is an excess or lack of information. It needs to be felt, communication should be in moderation. There is no need to “speak your teeth” to the client or, conversely, to be silent for five minutes. Everything should be clear and competent.
The third mistake is the price indication. The purpose of the seller is to sell a product or service. It should be done so that the buyer purchased the goods without even knowing the price.
The technique of combating objections. Root extraction
There are several techniques for working with customer objections, some of which we will examine in more detail in this article. The first is the root extraction technique. Its essence is to identify the cause of the refusal and fight precisely with it.
First you need to carefully listen to all the arguments of your interlocutor. Even if he says the same thing, it is forbidden to interrupt. This will show your disrespect, and the answers will look like a learned script. Then you need to agree with the buyer, to express your understanding. Clarifying questions should be constantly asked until you know the true reason for the objection. After that, give a life story or an example when the same fears were not confirmed.
Partial Consent and Psychological Extension
When asking questions in order to find out the reason, you can use these methods. The fight against objections to sales involves clarifying details. Partial consent will allow the other person to see you as a like-minded person. Now he will perceive the manager not as a representative of the company who needs to sell the product, but as an ordinary person. This method has shown its best in practice. Phrases like “I understand you, was also in this situation. Then he took a chance, and my life has changed for the better ”helps to establish contact and establish trust.
Psychological extension implies a compliment. That is, the seller does not agree, he admires the arguments of the buyer, praises him. Thus, the manager disposes to himself and as if invites to a dialogue.
Boomerang
We mentioned a bit about this technique, now let's talk in more detail. This technique is quite simple, but at the same time very effective. It can be used in any situation. It is necessary to translate all the arguments of the interlocutor in their favor. To do this, you need to practice a little, but the results will not take long.
Consider a simple example of dealing with sales objections using a boomerang technique. The most common protest: "The product is very expensive." The manager builds the answer as follows: "Yes, you are right, but for this price you can get high-quality goods, as well as three additional services." You should be interested in the buyer, tell that even if the product is a little more expensive, you can be sure of its quality, and we will arrange free shipping, etc.
To understand all the nuances of sales, it is recommended to read professional literature and train a lot. Sell everything to everyone, and then the result will not be long in coming.
Fixation technique
This method is great for dealing with the objections of customers you have previously worked with. It involves building judgments and arguments based on a starting point. The positive aspects of cooperation should be used to convince the client. For example, “Remember, before all payments were made on time, there was no delay?” or “You know that our company sells only high quality goods. Remember the laptop that you bought from us six months ago ... ".
This technique allows you to create a favorable environment for communication. It can be used in a negative sense. If you have information that your competitors had any problems with the provision of services or anything else, this can be noted in a conversation with a client. However, it should be remembered that you cannot cheat. If this turns out, the reputation of the company and the manager will be greatly damaged.
Assumption Technique
This method of fighting objections is similar in essence to the method of extracting the root. Here, too, you need to get to the truth and find out the real reason for the refusal. In this case, you should talk a little bolder with a person, suggesting a solution to the problem.
For example, if the client is not happy with the high price, the manager may ask: "Good, but if we give a discount, you are ready to start cooperation." If the client answered negatively, it is necessary to find out the real reason further.
You need to understand that without this it is impossible to work out with the buyer in a quality manner. Some simply object, because they are bored, others really want to find out why such a price. Such customers need to be clearly differentiated. Experienced active sales managers can visually determine if a client who is aimed at buying has come in, or just wants to pass the time.
The main reasons for customer failure
Every sales employee should know more about psychology. After all, going through the stages of the fight against objections, you can achieve a lot by knowing some of the "chips". You need to understand your client, to make him leave satisfied and want to come back again. If everything is done correctly, the manager himself will enjoy the work done, and the buyer will be left with a positive impression.
There are several main reasons why the client says no:
- Psychological defense. The average buyer sees in the seller a predator who is ready to do anything to shake the last money from the client. Therefore, the reflex is turned on, and the person responds negatively.
- Bad experience. When buying any product earlier, the client came across an obtrusive seller who over-presses. After talking with this one time, you don’t want to.
- Negative reviews. If at least a few people speak poorly about your company, this is enough to drop your reputation. And in trade, it plays a very important role. In the event of loss of reputation, working with objections becomes much more difficult.
- Fears. The buyer has many. He is afraid to be deceived, to make the wrong choice, etc. By finding out the cause of fear, you can solve the problem.
Conclusion
The fight against objections, as we found out, is an essential part of the seller’s work. After all, no matter how wonderful the manager may present the goods, a number of questions will surely follow. There is a category of sellers who perfectly show and talk about all the benefits, but it is worth asking a simple question, they are lost. And when the client insists and disagrees, they break psychologically.
An active sales manager must be a versatile person who can improvise and has a knowledge base. To succeed in any field, you must be a professional. In this sense, trade is no exception. Experienced managers can convince any client. As a result, the company makes a profit, and the buyer leaves in a good mood.