3 Common Customer Objections: What They Mean and How You Should Respond

Tom Richard

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Just because a customer questions your price or a feature of your product DOESN’T mean that they aren’t interested in buying it! As a salesperson, you must learn the meaning behind your customers’ objections in order to respond appropriately and turn each objection into a personalized sale!

Objections are usually a GOOD thing.

Your customer’s objections are signs that they want to learn more about you and your product and are interested in buying! If they weren’t interested, they probably wouldn’t want to continue talking with you and would be happy walking away with just a brochure.

Your response to an objection could determine whether or not you make the sale. Make sure that your tone and demeanor reflect the positive attributes of a customer’s objection.

As a salesperson, your initial response to an objection may sound programmed or defensive. You may go into a spiel about your product or list statistics to prove that your company and product is better than the competition.

Stop! This isn’t about you and this isn’t about the competition: it’s about your customer. To make the sale, you must learn to focus on the customer and learn how to address their specific needs and questions.

Your customer IS interested in buying from you; they just want to know more. The question is “what do they want to know more about?" Once you get to the root of their objection, you will address the concerns and questions that are keeping them from acting on their interest to buy from you.

Getting to the root of the objection

Objection: Price

“Is that the best price you can offer?"

Your customer might as well say, “Your price is too high, " right? Not necessarily.

A question regarding pricing is often about more than just the price of the product. The customer may just be testing the waters to see if this is the type of situation where they are expected to haggle, or maybe they are really interested in your product and want to make sure that they are getting the best deal (not necessarily the lowest price).

Immediately offering to lower the price may actually make them reconsider buying from you. They may wonder what your product is really worth and question why you are charging more than the true value of your product. As strange as it seems, sticking to the original price will probably give you a better chance at getting the sale. Show them that the price of your product matches its true value.

But don’t just leave it at that! If the customer wants to ensure that buying your product is the best deal, do everything you can to assure them that it is.

Objection: Product Features

“Does that treadmill have small rollers?"

Be careful how you answer questions about product features. Your customer may have heard of a different feature on a competitor’s model that seemed more appropriate for their use, or they could just be curious about the feature of your product.

DON’T assume that you know the motive behind your customer’s question. You may end up talking them out of the sale by continuously blabbing about something they aren’t interested in and showing them what a bad listener you are.

So, before you go into a long speech about roller size and why it is or isn’t important in the operation and enjoyment of the treadmill… blah, blah, blah… try keeping your answer short and sweet. A simple, “yes" is more effective because it allows the customer to further explain their question.

Your response will show them that you are upfront and willing to answer all of their questions. They will feel comfortable talking with you and, later, buying from you.

Objection: Unrelated Factor

“I really need to check with my spouse before making a decision. "

I know that I would NEVER make a thousand dollar purchase before getting the go-ahead from my wife. And I would certainly question anyone who tried to make me. Wouldn’t YOU?

Customers have other factors in their lives that may prevent them from making a decision about your product. This type of objection has NOTHING to do with you. Trying to close the sale may make your customer feel uncomfortably pressured into making a decision and less likely to trust your business.

If you don’t know the circumstances behind the objection, try to further the process without forcing your customer to make a decision. Aim to solidify the relationship and rapport you have built with that customer. This will encourage them to return to you once they have made a decision.

All objections are different because they all stem from unique motives. Keeping your responses short and sweet will allow them to ask more specific questions and explain their concerns. Getting to the root of the objections will help you personalize your approach for each customer and eliminate their concerns about purchasing your product, leading you closer to that sale!

Tom Richard is the author of a weekly electronic magazine titled Sales Muscle. To subscribe to this free magazine on selling skills send a blank email to subscribe@tomrichard.com


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