Connection technique. At the same time, objections convey information about the values ​​and criteria by which a given client evaluates your proposal

Theft on the sales floor Often sellers do not disdain the goods of the store in which they work. A special skirt with a “double bottom”, lined with foil in several layers - and you can take out the stolen goods. Sometimes sellers leave some goods unmarked

6. The principle of accession The principle of accession allows you to put your product (or what you need) in a positive, widely known row. For example, in the article “Tuscany in a glass,” the wine variety is presented as follows: “There are five words in the world that symbolize Italy: “ pizza, spaghetti,

Arrival of applicants to the competition. Working with applicants in the common room The start time of the competition is approaching. You have invited dozens of applicants who should come to your office by this time. The first applicants usually arrive 20–30 minutes ahead of schedule. And sometimes for

Check the arrangement of tables and chairs in the room When we conduct our own seminars around the country, we usually ask to be present when arranging the furniture and equipment in the room. We know that a million mistakes can be made in this matter, so we want

The vast majority of sellers do not like objections, and if you ask such a seller a question - why don’t you sell enough? He usually begins to list the objections that he heard from the client. In fact, the stage of overcoming objections is the most important in terms of the personal growth of the seller as a specialist. If the seller analyzes the reasons for objections and makes adjustments to his work, then success will not be long in coming. But most salespeople perceive an objection not as feedback on their own work, but as a difficulty. This is what prevents many people from developing in sales.

What is a customer objection?

A client’s objection is a defensive reaction to the seller’s actions, usually on and off, but can occur throughout the sale. It is important to understand that the client always strives to protect himself, and the seller is perceived as a certain threat to his peace of mind (when establishing contact) and well-being (when completing the transaction). Objections are an integral and obligatory part of the sale and the persuasion process in general.

Objections are formed at the conscious and unconscious level of perception. Unconscious objections are a reaction to the seller’s invasion of the client’s personal space; the client utters them arbitrarily, almost without thinking. Any non-standard action by the seller can help overcome such objections. If the seller faces a large number of such objections. Then he needs to work on his behavior - sales script, correct pronunciation of phrases (), . Such objections are not related to the product, they are related to the behavior of the seller and the perception of the customer.

Conscious objections are objections to a part of the proposed product. That is, if the client is not satisfied with the specific characteristics and benefits announced by the seller. Such objections always arise because the client wants to get more for less money.

The most important thing a salesperson must learn about objections is:

1. An objection is a reaction to the actions of the seller. By changing your actions you can change your reaction and avoid objections;
2. Objection is the same physically inevitable process as friction when objects come into contact. If the client does not object to you, then he will buy without you and your merit in the sale;

Having understood and realized these two simple points, you must learn to accept the objection and rejoice at the very fact of the objection, as it brings you closer to the sale.

What is working with client objections?

Working with the client’s objections (often called working out objections, fighting objections, overcoming objections) is the activity of the seller, aimed at removing conscious and unconscious barriers that interfere with the purchase. Overcoming objections is an integral part of any sale, and every seller must know the types of objections, the stages of handling objections and prepared options for responding to frequently encountered objections.

Dealing with client objections is the fourth. So, the presentation of the product to the buyer has been carried out and the client, as a rule, has objections. There are, of course, times when the client is simply silent and has no objections; in this case, you can immediately move on to the stage of completing the transaction. But as a rule, the client does not easily agree to buy the product; he almost always has doubts; in this case, the seller applies the stage of working with objections. Clients are different, but it is important for you to know and understand that an objection is a sign of interest and by correctly handling this objection, you can add several arguments in favor of your product. Conversely, by answering an objection incorrectly, you can ruin the deal.

Types of objections

Objections are divided into true and false. Overcoming true objections leads to a deal, overcoming false ones leads to new objections. This happens because the client does not want to make a purchase, and politeness or something else prevents him from telling you this directly. In addition, it is necessary to distinguish objections from conditions. Conditions are real factors that do not make it possible to sell a product, for example: a person will not buy a car if he does not have a driver’s license.

False objections in sales

False objections are formed mostly under the influence of the unconscious. Although there are cases that the client deliberately gives a false reason. So it’s not convenient to voice the truth (for example, there is no money). There is no particular point in responding to an essentially false objection. We’ll talk about what to do with false objections a little later.

True objections in sales

True objections are the client’s logical justification for the inappropriateness of the purchase. Working through true objections leads to sales; you need to be able to work through them according to the stages of working with objections.

Stages of handling objections

Objections are usually processed according to the following scheme:

• Listen carefully to the objection. Do not interrupt the client even if you already understand which direction the client is going, use. At the end of the client’s phrase, you can say “I heard you”;
• Agree with the objection. Also called psychological connection, you need to show that you understand and agree with what the client has voiced, for example: “I completely agree with you, saving money is very important...”
• Give a reasoned answer to the essence of the objection, show the client a way out of the situation;

These stages are a classic model for handling objections. Every salesperson should be able to handle objections this way.

Client - “... I compared your prices with competitors and you are more expensive!”

Seller (option 1) — “I completely agree with you, the issue of saving is very important. That is why, unlike our competitors, we include in the price all the costs of servicing the product purchased from us. By purchasing a product from us, you will pay more, but you will be able to save time and money in the future on servicing the product.”

Seller (option 2) — “I'm glad you noticed this! Indeed, our prices are slightly higher than many of our competitors. Because we think about our client and count on long-term cooperation, and not just quickly sell low-quality goods"

It is clear that this is just an example, but it shows the general scheme for working out objections. It should be noted that in sales, objections are usually the same and you can prepare good answers to them in advance.

False objections and how to deal with them

If everything is generally clear with true objections, then many sellers do not know how to work with false ones. When communicating with sellers, I most often hear the following objections: “I need to think,” “I’m not ready to make a decision right now,” “I have everything,” these are just examples that exist in almost all sales. There are many more false objections and sometimes they are difficult to distinguish from true ones. But it is important to understand that behind every false objection there is either a true objection (for example, many clients are embarrassed to say that I don’t have money or this is expensive for me, but will simply say that I need to think about it), or a condition that prevents them from making a purchase .

To learn how to handle false objections, you need to have extensive experience in selling a given product, since you will have to guess at random which objection is true or false. But regardless of experience, it is important to know not to respond to a false objection. You will simply waste time, and maybe completely ruin the sale. Another point to keep in mind: most false objections are due to flaws in needs identification or presentation. And if you constantly hear the same false objections, then you need to change your needs identification and presentation.

Ways to deal with false objections

The goal of working out a false objection is to get a true objection from the client. All methods will not be standard; they must be applied depending on the situation. combine.

Ignore the false objection. That is, they told you “I need to think,” and you continue to talk about the product or even try to complete the transaction.

Try to bring out the sincerity. In this case, you gently tell the client “well, that’s not the reason, let’s lay out what it really is.” Naturally, not in direct text, but carefully. For example, “Are you saying that you need to think about it just because you don’t want to refuse me? I’m an adult and I can handle rejection.”

Method of summing up benefits. The essence of the method is to once again list what he will receive from the transaction. Example “...Look, by purchasing our product you will receive: high quality, savings, a lot of emotions from use, new opportunities. Are you saying that you need to think?”

Ask a limiting question. For example: “is this the only thing that bothers you?”, “I understand that if you solve this problem, you will buy the product?”

Very often, the stage of working with client objections is called combating objections. Personally, I categorically disagree with the term “fight”, there is no need to fight objections, objections are an integral part of selling, only those who don’t care don’t object. Even if you can't overcome objections, you should still proceed to the last stage of sales - closing the deal.

Examples of working with objections

There are a huge number of objections in sales, and there are also many sales tactics. Therefore, let’s look at examples of working out the most popular objections using different methods. I’ll say right away that the stage of joining an objection was not mentioned in the examples below, this does not mean that it is not needed.

Method of working out objections using questions

You can make the client question whether their judgment is correct. Example:

Client: "Your place is expensive"

You: If we were expensive, so many clients wouldn’t work with us for many years. Why do you think they buy from us?

You can also clarify the information that the client expressed to you. Example:

Client: "Expensive"

You: What are you comparing to?

You: Why did you decide so?

You: What is precious to you?

You: How much is inexpensive for you?

Comparison method

Compare what we have now and what you offer. Show differences that the client did not pay attention to. Show that you can see wider. Example:

Client: "Expensive"

You: Let's compare. What batch size are you taking? How often? What are the terms of payment? What delay? What is the amount of trade credit? What is the quality of the product? Who is the manufacturer? Which warehouse is it shipped from? Whether there are available? In what batches? What additional range do you take in addition to this product? Did they have a quality problem? How quickly do they return in case of defect? What warranty terms do they provide? What additional services do they offer? Do they have a service station? How long has this company been on the market to guarantee the fulfillment of the obligations it undertakes?

The “yes, but...” method

A very common technique, the client speaks a lot of true objections to the point. For example, your product may really be the most expensive on the market; it is important to explain to the client why this is happening. Example:

Client: “Your place is expensive.”

You: Yes, but we have a quality product.

Client: "I've heard some negative comments."

You: Yes, but there are much more positive reviews from satisfied customers.

Client: “Take a long time.”

You: Yes, but we have a lot of goods and absolutely everything is in stock.

Client: "No money".

You: Yes, but we have the option of credit (leasing).

You: Yes, but let's meet for the future.

Client: “Competitors are cheaper.”

You: Yes, but let's compare...

That is why

The method is in many ways similar to the previous one. This technique may also be suitable for working out false objections.

Client: "I will think".

You: That is why I want to meet with you, tell you everything, so that you have something to think about.

Client: “Good personal relationship with existing supplier.”

You: That is why I want to start cooperating with you, so that you can also have good personal relationships with us.

Client: “I don’t want to pay an advance payment.”

You: That is why we have a lot of other advantages that will compensate for this.

Client: "There is a supplier."

You: That is why I would like to meet with you to tell you about our advantages.

Client: “Your place is expensive.”

You: That is why I want you to take only a trial batch. So that you can see for yourself that our product is worth the money.

NEGATIVE REACTION

Directly deny the objection

Question the validity

Ignore objection

Don't let your objection finish

POSITIVE REACTION

Compliment to an objection

Accept the possibility of objection

Ask a question on the merits of the objection

Receive a response to an objection from a third party

WAYS TO JOIN AN OBJECTION

It is unfortunate to note that many sellers do not master one of the most effective selling techniques - the technique of joining an objection. They often perceive an objection as something personal, directed directly against them...

One of the most effective methods of joining an objection is a compliment.

Experienced salespeople strive to place their response to a client’s objection in a kind of

emotional shock absorbers that help extinguish the client’s irritation and aggressiveness. This is a kind of psychological “aikido”. Such shock absorbers also include a compliment.

For example, in response to a customer’s objection: “Hamburgers are unhealthy,” the salesperson

hamburgers operating according to this model can answer: “Yes, indeed, such an opinion exists [indirect confirmation that the client is right], but the fact is that our hamburgers are prepared using a special technology with a reduced content of cholesterol and fat.”

Joining the objection is carried out through a series of conciliation

statements that a salesperson makes before responding to an objection. The purpose of joining an objection is to establish an atmosphere of mutual understanding, to create an opportunity for the client to express his opinion, which, very likely, will not coincide with yours.

For example, before responding to an objection, the seller can insert a conciliatory phrase in the form of expressions: “I understand you, and...”, or “I often hear about this, and there is a reason for it...”, or “It’s good that you that's what they said, and..."

From such an objection, the appearance of which you expect with high probability,

will help reception of "vaccination against objections". During the presentation, you yourself bring up this intended objection and answer it convincingly. Then there's a chance that the client will “get over” it in a weakened form.

TECHNIQUES FOR RESPONDING TO OBJECTIONS: FIVE STEPS OF CONVERSION

The most general principles for responding to objections can be boiled down to 5 steps:

1. PAUSE: DETERMINING THE METHOD OF WORKING WITH OBJECTIONS

This is the moment when you decide how to behave next. Most people do this on an unconscious level.

2. GIVE THE CLIENT AN OPPORTUNITY TO OBJECT

Sometimes it is necessary to give the client the opportunity to fully express himself so that the objection “dissolves.” So, for example, by repeating the client's last word, you contribute to his efforts to specify his objection. For example, in response to a typical customer objection : “Your price is too high,” you can ask again:

"Tall?" After this, you need to pause and let the client speak.

3. PSYCHOLOGICAL JOINMENT TO AN OBJECTION

You let the client know that their objection is reasonable and valid. This can be achieved through a concurring statement: “You are right to draw my attention to this issue” or partial agreement: “Yes, this is indeed a very expensive car - and at the same time the safest.”

4. QUESTIONS FOR CLARIFICATION OR SPECIFIC ANSWER

You ask a series of questions that allow you to clarify the essence of the objection. For example, a response to a typical customer objection “It’s too expensive” could look like this: “Compared to what?”, “How much do you think it should cost?” In accordance with

Newton's law states that the action force is equal to the reaction force. Objections to this

also applies.

To give the client the opportunity to feel like an expert and gain insight into

feeling of self-importance, you just need to pretend to be an amateur for a minute.

5. CALL TO ACTION

In response to the objection, gently encourage you to make a deal.

All of this does not mean that you must go through all 5 steps every time. But knowing these steps gives you the freedom to choose one way or another to deal with objections, depending on the specific situation. Some steps can be

skip, except for the step of psychological connection, which is always appropriate and will always have its effect.

TYPES OF OBJECTIONS

Sometimes it feels like clients are attending a special seminar on “How to

object to sellers and, without spoiling relations with them, successfully avoid purchases."

the number of typical objections, constituting only 20% of their total number, but

used in more than 80% of cases include:

"Next time" objection

Objection like "no need"

“We need to think about it” objection

Money objection: "It's too expensive"

Objection to certain characteristics of the product.

As a rule, the true reasons for the objection are hidden. They are somewhat like an iceberg: 3/4 is hidden and only 1/4 is on the surface. Only with the help of properly organized questions can you recognize what is the real reason for the objection.

Many companies specifically create playbooks in which they collect all the successful responses to objections that are typical in their business. It is better to know clearly in advance which types of objections should be broken or dispelled, since they are dangerous, and which objections should be expressed in moderate agreement.

For example, the objection “I'll have to think about...” may indicate that the client is not confident in the quality of the product being offered. Therefore, the seller must try to identify the true reason for the objection. An example of a possible response from the seller: “I see that you have some doubts. Perhaps

I can dispel them" or: "Let's think together. What would you like to know more about?"

TECHNIQUES FOR WORKING WITH PRICE OBJECTIONS

The client is always an entrepreneur: he wants to buy, but buy at the best price. In conditions of incomplete (or unreliable) information, in which almost all buyers find themselves, the concept of “benefit” becomes extremely subjective. Usually, the buyer does not know the entire range of prices on the market and the entire range of goods. In addition, he is unable to practically compare the quality of most of the goods and services offered. Therefore, the buyer largely relies on the opinion of the expert. The expert that most clients will meet is the salesperson.

Your proposal will always give rise to a price objection if there was no prior information about the quality of the product. That is why experienced sellers try to talk about price last, after talking about the advantages of their offer.

Buyers don't mind paying a lot. But they will not want to pay more if they can buy the same thing elsewhere, but cheaper. Price is indeed of paramount importance, but all other things being equal. It is therefore the seller's job to destroy this notion of equality.

Recent studies have shown that, given better service, many Muscovites are willing to pay 15% more for the same product.

REFRAMING THE OBJECTION

Everyone needs the ability to reframe price objections.

to sellers. Example: "Yes, this suit costs a little more, but you will wear it

twice as long." Hence the rule: as soon as the client has doubts about the price, you

you need to return to presenting the quality of your product. Just

by reformulating the objection, you can already change the context of perception of the product

or services. However, you will only get the result if this new context appears

to a client healthier than before.

PRICE DIFFERENCE SALE

If your product is more expensive than your competitors, then you will have to somehow justify this to the client, or, in other words, sell him the difference in price. To do this, you need to once again emphasize the unique competitive advantages of your product or service.

Client: Your price is higher than in another company... Seller: I see. Tell me, if it weren’t a matter of price, would you buy from us? Client: Maybe...

Objections are like an iceberg: under their visible part, much can be hidden...

If price were the only purchasing criterion, then all stores would disappear, and only markets would remain.

Often the client is willing to pay more than your competitor, but to do this you

You'll have to give a good reason. Seller: Okay. You're right, their price is a little lower. But by purchasing from us, you will also receive additional services.

VACCINATION AGAINST OBJECTION

Sometimes, for objections that are likely to arise during the sales process, the “objection inoculation” method is used. It is advisable for the client to overcome these objections at the presentation stage. If you know that there will be an objection about the price, then at the presentation stage it is explained that, perhaps, the prices are higher at first glance, but nevertheless, by working with us, you save your money.

REDUCE TO A TRIFF

This is especially effective for price objections on expensive durable goods. You compare the price of the product with its service life (of course, full, not warranty) and, dividing it by the number of years or months of use, you get a relatively insignificant amount, which you indicate to the client.

POSITIVE VOCABULARY IN CONVERSATION ABOUT PRICE

When selling, it is recommended to avoid words that may evoke negative emotions in the client, such as “price”, “costs”, “expenses”, etc. It is better to use substitute words that are close in meaning, for example: “You can become its owner right now for...” or “Your down payment will be only...”

TACTICS FOR RESPONDING TO OBJECTIONS

----------------Be positive when faced with objections. They are a sign that they are listening to you and are ready to buy, but have doubts and require more information.

​When responding to objections, use a special 5-step technique for joining an objection or its individual elements.

​Transform the context of the objection from negative to positive.

---------------- Don't argue or attack. There is no need to try to jerk the client 180 degrees. It is enough to present him with another, also possible point of view, and then give him the opportunity to make a free choice.

​Do not question the validity of the client’s objections.

​Do not interrupt the client, give him the opportunity to speak. Sometimes it is harmless to ask him a clarifying question at a convenient moment.

​Remember that you have freedom of choice: you can react to any objection in two ways:

a) ask a question and

b) answer to the point.

----------------Prepare responses in advance to the objections your front line hears 80% of the time.

​We tell the client about discounts only if he actually has money and is ready to buy.

COMPLETION OF SALE

"If you didn't shoot,

then you definitely missed."

Richard Saunders

Completing the sale

It is the art of converting a favorable response to your business proposal into an immediate purchase.

At this stage, the seller clearly formulates his offer, and the client clearly formulates his decision. This is the stage where the dominant slogan of the sales process, “Don’t sell, help,” becomes less relevant. The balance between helping and selling shifts towards selling. The sale isn't complete until the customer's money is in your pocket or bank account. The salesperson must keep this ultimate goal in mind at all times.

Signals indicating that the client is ready to make a purchase:

· such signals include showing greater interest,

· there are many questions,

· increased confidence.