Sometimes, when you’re trying to sell something, you might hear someone say it’s too costly or not really what they need right now. If you stopped trying every time you heard that, you wouldn’t sell much. That’s why teaching your sales team to deal with these kinds of comments is super important.
People who sell stuff don’t just know how to handle tough talks with customers. It can be pretty tricky to talk through these issues, and if you’re not good at it, you might upset your customers. Your sales team needs to learn how to have smooth talks with customers and get good results.
Being able to talk things through when a customer has a problem with what you’re selling is a big part of doing well in sales.
If your salespeople can talk about problems and work together with customers to solve them, they’ll usually make more sales, earn more money, and do their job better.
Eight Tips for Sales Training on Handling Objections
When someone doesn’t want to buy what you’re selling, you might feel like arguing with them. You’ve probably spent a lot of time telling them how great your product or service is.
Teach your salespeople to really listen to what the customer is worried about before they respond, and to show they understand the problem. When customers feel listened to, they’re more open to talking about solutions.
Some salespeople want to offer a lower price right away if there’s a problem. But that’s not always the best idea. Dropping the price might make the customer think you didn’t give them your best deal in the first place.
And sometimes, the price isn’t the real issue. They might be worried about whether they can trust you, if your product is really worth it, or if they’re ready for a change.
Teach your salespeople to work on solving the problem before they start cutting prices. If they do offer a discount, they should have a good reason that makes the customer feel better about the deal.
After the customer tells you what’s bothering them, you need to find out if there’s more to it. They might be scared or worried about something they haven’t said out loud. Common worries are about cost, how complicated something is, what other options are out there, if it has all the features they want, if it’s worth it, when to get it, and if they can trust you.
Teach your salespeople to ask good questions to find out what’s really going on. Customers often talk about cost or features, but they don’t usually say if they don’t trust you or aren’t sure about your product.
Your team also needs to be really good at building trust. If a customer starts to doubt you during a talk, your team should know how to spot the problem and bring in help to make things better.
Not everyone is going to be the right fit for what you’re selling. Maybe what a competitor has is better for them, or you don’t have a key feature they need.
If that’s the case, it’s better to move on than to keep trying to make a sale that isn’t right. When a salesperson is honest about a bad fit, they might not make that sale, but they earn the customer’s trust and might make a sale in the future.
On the other hand, if a salesperson keeps pushing a bad deal, they’ll just waste time, annoy the customer, and still not make the sale.
Teach your salespeople how to tell when an objection is a real problem and how to say no to customers that won’t lead to good sales. Then they can spend more time with customers who are more likely to buy.
When a salesperson figures out that an objection can be fixed, it’s time for your team to start solving problems.
For example, if a customer is worried about how complicated something is, your salesperson can help them figure out how to make it simpler. Bringing in experts can also help build trust and show the customer you’re there to help them through the tough parts.
Teach your salespeople to focus on the customer’s problems and work with them to find solutions that work for everyone.
It’s clear why it’s good for your sales team to get past objections, but what about the customer? Why should they care about working through their worries?
For instance, if a customer is stressed about finding money for what you’re selling, they might feel stuck. Your salespeople need to remind them why your product is valuable and what they might lose by not getting it.
Teach your salespeople to look for what really matters to the customer and help them want to work through their own objections. When the customer remembers why they were interested in the first place, they’re more likely to stick with it and find a solution.
Your salespeople should write down what the customer is worried about and go over it with them to make sure everything’s been taken care of. Some salespeople don’t like to do this because they think it might make the customer think twice and start negotiating again.
But remember, customers don’t forget what they’re worried about. If you don’t fully address everything, they’ll think about it later and might back out of the deal because of something you didn’t fix.
Before ending the talk, make sure your salespeople check with the customer that your solution fixes their concerns. By going over objections and making sure they’re all handled, you make it easy for the customer to say “yes” to buying—and hard for them to change their mind later.
Teach your salespeople to match how they talk to what the customer likes, especially when they’re working out a deal. Sales talks can be stressful, and trust is really important. By talking in a way that feels good to the customer, salespeople can keep their trust and keep the conversation moving forward.
Sales talks can be tough, but with the right training on how to deal with objections, your salespeople can get better at closing deals and making more money.
Give your sales team the skills to talk through objections with The Brooks Group Sales Negotiation Training.
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