Objections

01 November 2007

going for the close

In this article in his series addressing how retailers can generate more profitable business, Mike Court, managing director of business growth specialist Conexus International, explains the benefits of turning customer objections into sales

You have just spent 20 minutes demonstrating a product to a customer and when it comes to that crucial point of placing the order, they shuffle around and come up with that killer line “I’ll need to think about it” and the order seems to slip through your hands like sand.

So how do you close this order? First, it’s important to review what has happened before you ask for the order.

When a customer shows an interest in an HD TV, a washing machine or DAB radio, it’s important to understand what features will meet their requirements and therefore provide a personal benefit.

Objections arise when features presented do not meet the requirements, so it really is vital you find out exactly what the customer needs, and importantly, wants from the product and your service.

Research shows that 92 per cent of buying decisions are made on emotion not logic – ‘wants’ rather than ‘needs’.

In my experience, it’s normal that the customer raises some form of objection to a sales closing question, it’s a natural response. Sometimes it’s price (see the article on handling price objections in the Business Development Zone on ERTWeekly.com) sometimes it’s about the product itself or the service you offer, and of course, it could be any combination of the three.

When an objection is raised after a presentation, sales people can feel disappointed, dejected or even personally rejected. These feelings are emotional and emotion and a clear head do not go together well.

Objections are good, what they mean is that the customer is interested, they are raising questions and are hoping that you are able to provide a solution so on the right is a simple step plan that willturn objections into sales.

Make sure you really understand the features of the product, the requirements of the customer and how features will become a benefit for the customer

Accept that objections are normal and really are a buying signal from the customer. Learn and practise the sixstage plan of how to handle objections and don’t forget to add value to the sale. A new kitchen? Just think about how many additional products you can interest the customer in.

step plan for a sale

1. The customer raises the objection – “I’m not sure about the colour of the washing machine.”
2. Get them to explain why they feel it may be a problem and agree with their thought process. Customer: “We are planning a new kitchen and the washing machine will need to go with the design.” Salesperson: “I understand. Tell me about the design of your kitchen.”
3. Ask “Is there anything else you’re not sure about?” Customer: “Well, we are looking for a really fast wash cycle.”
4. Go for conditional close – Salesperson: “If we can sort these two problems out, we should be able to go ahead.” The customer now has to give you a reason to not go ahead or say: “Yes, we will, the kitchen will be installed during the next two weeks, we need to make sure we have the machine in time.”
5. Answer the objections – check agreement before you move on. Salesperson: “You’re going for a modern kitchen, we can get it in black and that will go brilliantly with your granite worktops. ” Customer: “You’re right.” Salesperson: “With this machine the fast wash is just 30 minutes – how does that sound?”
6. Close – Once the objections have been answered and accepted you should now go for the close. Salesperson: “Right, so you’ll want it in black. Would you like delivery before the kitchen is installed or just after?”