4 Behaviours to Avoid When Handling Objections

By Angus McDonald - 19/11/2020 4:30:00 PM

While knowing what to say and do is a big part of successful objection handling, knowing what not to say and do is just as important! Below, you’ll find four pieces of the worst advice for objection handling.

Being Combative

Getting defensive or arguing with a prospective customer about their objection is the #1 way to NOT make a deal. This will almost definitely upset your customer, as no one wants to be bullied into making a purchase. An argumentative approach minimizes the customer’s feelings, and proves to them that you don’t care about building a business relationship - you care about making a sale.

Claudia Harvey suggests viewing an objection as a question, rather than an attack on your character, company, or product. If a customer objects with, “we don’t need this product,” treat it as if they said, “how can you show me that this product fits into my life?”


Handling Objections as the Last Step

According to Ali Hanif, customers go through their own evaluation process in their heads as you’re giving your pitch. If you leave objection handling until the end, you lose the chance to remedy objections before the customer has reached their own conclusions and effectively shut down the negotiation process.

Hanif claims you can remedy this by asking customers to take action throughout the process. For example, you might ask for some basic personal information (i.e. their name, occupation, and household size) to help you come up with an accurate quote for your product. If they’re willing to take these small steps, it shows they’re still open to the product or service. This can also help them better understand the situation and overcome any apprehension they have.


Information Overload

If you just keep talking, never giving the prospect a chance to ask questions or take in the information, they’re almost guaranteed to feel overwhelmed. When a prospective customer feels overwhelmed, they’re less likely to make a purchase.

Throughout your sales pitch, pause periodically to give the customer a chance to ask questions and absorb the information they’ve been given. You might even want to ask “do you have any questions?” in between each point you make. In addition to a better understanding of the situation, this gives customers a feeling of being appreciated and cared for during the process.

handling objections

Using “But” or “However”

Dirk Zeller at Real Estate Champions advises against using the words “but” or “however” when responding to a prospect’s objections. Doing so minimizes the customer’s feelings, making them feel like you didn’t really listen to or care about their apprehensions - just about making a sale.

For example, let’s say a customer has concerns about the quality of your product. The wrong way to respond would be with something like, “I understand you have concerns about our product’s quality. But don’t worry, it’s very durable.”

A better way to respond is by using words like “if” and “how.” Try saying, “I understand your concerns about our product’s durability. How can I prove to you that it is high quality?” or, “If I offer you an extended warranty on the product, would you feel better about making the purchase?”


Bottom Line

When pitching your product or service to a prospective customer, you shouldn’t feel threatened by those who object. In fact, Secure Agent Leads claims that customers who end up making a purchase typically have up to 58% more objections than those who don’t make a purchase!

As long as they’re making objections, they’re still listening. Embrace the process, because when you think about it, objection handling is when you truly get to showcase everything your product or service can offer!


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Tags: Sales, Objection Handling