As a sales professional, you regularly hear your customers and leads say: NO! But let's be honest, turning around that 'no' is precisely what makes our profession so interesting. Selling only really starts when the customer has objections! Of course, a quick good result is nice, but a challenge is perhaps even more fun. The challenging routes stay with you and give you the most satisfaction. Will you win that one top customer after an interesting negotiation phase? Then you first have to deal with objections in the right way. How do you do that? We'll help you get started.
How do you respond to customer objections?
How do you react when your customer or lead has objections ? Do you immediately go on the offensive? Do you start defending yourself? Don't! As logical as it sounds, it is very difficult to remain calm and not become defensive when someone attacks you personally during a conversation. However, realize that a counterattack or defense rarely leads to a fruitful outcome. Respect your customer and adopt a neutral stance. Do not react immediately or emotionally.
The people on the other side of the negotiating table voice their objections because they want to be convinced by you and your organization, not because they want to attack you. An objection is therefore primarily a desire for persuasion and confirmation. For example, you can first use a brief pause to analyze the underlying motive , ensuring the customer feels listened to. You can also decide to ask further questions to ascertain the exact nature of the objection. Afterward, you can provide a calm and convincing response.
Don't agree under pressure
Sometimes customers have multiple objections and put the heat on you. Your price is too high, your conditions too strict, your offer unconvincing. And so on! You can deal with this by using so-called objection techniques. Move along with the customer and remain calm. Do not agree with the objections raised, but do indicate that you take them seriously. But also make a comment where possible. This is how you show empathy, which is very important in a sales conversation. You cannot always respond to objections immediately. It is certainly not a problem to state that you understand the objection and that you will discuss a possible solution with your colleagues after the conversation.
Another technique you can use is the filter technique, which reduces objections to their essence. By asking open questions in response to the objection, you will find out what is a problem for the customer. You then write down that essence and try to respond immediately or later with a suitable solution.
Turn objections into an advantage
Just as with complaints, where it is called the service recovery paradox, you can actually turn an objection into a strong point in your negotiation. To do this, you use the mirroring technique. By mirroring customer objections using the mirroring technique, it is possible to turn the negative element into a positive one. For example, a customer might indicate that they find your product too expensive—a common tactic used to put pressure on you. Summarize the customer's objection and respond, for example, with: "If I understand correctly, you would like to hear more benefits first." This way, you turn a negative remark into something positive that the customer can accept. However, be aware that you must be able to back up what you say. If you are more expensive than the competitor, you will need convincing arguments to support that.
