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Handle Objections and Have Fun!
When we talk or think about handling objections in the sales process, why do we automatically associate the word overcome with the word objection? Just for fun, start your next sales meeting with your sales team by asking each person to write down the word overcome. Now, have each person write down the first five to eight words that come to mind when they hear or see the word overcome. Take a few minutes and ask each team member to share one or two words on their list. What kinds of words have surfaced as a result of this brief exercise? Win, lose, conquer, fight, war, battle, harm, are just a few examples of the types of words you will find your sales team has written down. Now ask yourself this question: Are these the types of words I want my sales teams to associate with their thought process when it comes to handling objections in the sales process? Of course not! You want your teams focused on the win-win or problem-solving approach when faced with objections from future clients. So, from now on, instruct your sales teams to replace the word overcome with the words anticipate/resolve. This will encourage your teams to focus on resolving rather than overcoming objections. In this article, I will share with you a nine-step process to anticipate/resolve objections in the sales cycle, and have fun at the same time! 1. Seek To Identify All Possible Objections. Meet with your entire sales team and ask everyone on the team for the top ten objections they get/hear most often. Create a fun, team building environment that will encourage your sales teams to be open and honest when stating their objections. In addition, explain to your sales teams that sharing objections, which are specific to their product, proves to be a very beneficial and eye-opening exercise for the entire sales team. 2. Write These Objections Down. As your sales teams share their specific objections, be certain that each of these objections is written down and visible to your entire team. This process sends a powerful message to each person that every objection counts. It will also show your sales teams that often their objections will also be the same objection given by other members on their sales team. 3. Script Objection Responses/Answers For Each Objection That Is Written Down. Ask for feedback from each team member, and assign a specific person to record the various responses as they are given. Encourage each of your sales team members to share their current response/answer with their sales team. 4. Implement Sales Tools That Support Each Response. Testimonial letters from existing clients, comparison charts (that compare your product, value-added services, and rates with those of your competitors), an article that has appeared in print about your company, etc., will add credibility and confidence for your sales team. 5. Rehearse Your Newly Created Scripts. After successfully crafting a response for each objection, schedule several fun role-playing sessions with your sales teams, so each person is familiar with each scripted response. Continue practicing with your teams until the customized scripts feel and sound natural. 6. Try The Responses Out. Have your sales teams use their new, custom-designed responses with other team members, family, friends, and real prospects. Instruct your sales teams to ask each person they practice with for truthful input and make the suggested changes. 7. Tweak The Responses. Each time you role-play with your sales teams, you will hear and implement changes to these objection scripts. Make the changes and continue practicing. Suggest to your sales teams they discuss with each other how effective their objection responses are and how they are being received, when they return to their sales office after each sales appointment. Encourage your sales teams to write down suggested changes to their objection responses as they arise. 8. Create A Master Notebook. Give each person on your sales teams his or her own personal copy of the written objections, with the suggested responses. If your company already has a sales notebook or product-knowledge binder, simply add an additional tab or section titled "Resolving Objections." Added bonus! When you hire a new person for your sales teams, he or she has a valuable sales tool to assist him or her in their closing success. 9. Meet Regularly. Continue to meet often with your sales teams, and discuss any changes or revisions that need to be made to their newly scripted objections. This is a very important step in the nine-step process for handling objections, as this will keep their objections and responses current and concise. Be certain that each sales team keeps their notebook updated with the most recent objection response revisions. By following this nine-step process, you will give your sales teams the ability to anticipate/resolve objections. It just requires preparation and practice, a little time and the creativity to make it happen. Try it! It's FUN, and you will be amazed at the positive effect on your sales team's ability to resolve their objections and close more sales, with much more ease and a higher level of confidence. Patty will speak at the FAA Education Conference, next August, at the Caribe Royale in Orlando. |
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