Algorithm for dealing with objections in sales

2024 Author: Howard Calhoun | [email protected]. Last modified: 2023-12-17 10:16

Specialists who have some experience in sales should be familiar with the algorithm for working with objections. Every potential client may have doubts. The task of a professional seller is to dispel them with a reasoned answer. If this is not done, there is a high probability of losing a potential client.

Why do you need it?

During personal interaction, doubts may arise at the beginning of the dialogue, when the client is not interested in communicating with the consultant, or after the presentation of the product.

The classic scheme of interaction with the seller consists of the following elements:

• establishing personal contact and identifying needs;
• product presentation;
• objection handling;
• closing the deal.

The situation may develop in such a way that the algorithm for working with objections will have to be applied already at the first stage. If you do not establish contact with a potential client, you can not make a deal at all.count.

If the client is overwhelmed with doubts after the presentation of the product, this is not so bad. This is a sign that he is interested in the product. However, mistakes made in the communication process can also result in a failed sale.

That's why it's important to be able to apply the objection handling algorithm correctly. For a sales specialist, this is the basis for career growth, and for his employer, it is an increase in profits.

Reasons for objection

To eliminate the consequence, that is, the objection, you need to know what caused it.

So, suppose that a potential customer chooses a product, examines it carefully, and at that moment a consultant approaches him with an offer to help.

According to statistics, already at this stage more than half of potential buyers give a negative answer, even if they could use advice.

Why is this happening?

• The potential client assumes that the consultant wants to “sell” the product and therefore will be unnecessarily intrusive, will begin to find out the reason for the refusal, etc. In this case, the client will not receive qualified advice, but at the same time will spend time to fight off the annoying salesperson.
• Having a negative experience. It is possible that the client has previously contacted a consultant who provided incorrect information and recommended an unsuitable product. It is not at all surprising if in the future the buyer refuses the advice of consultants, fearing to receiveunskilled help.
• Broken reputation. The image of the company is created not only in the process of interaction with customers, but also through word of mouth, as well as information on the Internet. This does not mean that you need to personally explain to each client what is true and what is not. It is enough just to provide high-quality services, confirming promises with actions.
• Features of character. Some clients may be uncommunicative and for this reason refuse to contact consultants. Someone used to rely only on their own opinion when making a transaction, etc.

The algorithm for dealing with objections in sales should take into account the reason why they arise. That is why a good specialist should understand at least the basics of psychology.

Types of objections

It is worth noting that not only the reasons differ. The same goes for the types of objections themselves. They may be different. This is an important nuance, which should also take into account the algorithm for working with objections in MLM or another structure. Skillfully overcoming doubts, a competent salesperson is able to close a deal even with a difficult client.

So what are the types of objections?

• Easier to refuse. This is perhaps the softest denial. Customers give a negative answer without hesitation. The actions of a specialist in this case are delightfully simple. It is enough just to contact a potential buyer again. It is possible that this timethe answer will be different without any additional effort on your part.
• Doubts. Such a client seems to refuse the purchase, but at the same time he is overcome by doubts. For a salesperson, this is the most loyal audience. The task of the salesperson is to "squeeze" the client, convincing him of the expediency of buying the product.
• Almost agree. Such a client is almost ready for a deal, but he is not satisfied with just one characteristic. The task of the seller in this case is to shift the focus towards the properties that are the most priority for the buyer.
• Not now. Such a client seems to agree to the deal, everything suits him, but he is not ready to act right now. The reasons may be different. Perhaps he does not want to buy the product at all. But it may turn out that he does not have enough money or the approval of an important person for him.
• Categorical rejection. In this case, the client does not need your product at all. There is no point in convincing him. This will take a lot of energy and time from the specialist, but only in a small number of cases will it bring results. It is better to direct your own efforts to more loyal customers.

Knowing this information will make it easier for you to apply the algorithm for dealing with objections in sales. After all, now you can understand which clients you can negotiate with, and which ones are better to bypass in order to save time and effort.

Procedure of actions

Knowing the algorithm, the sales technique, it is easier to work with objections. So what activities does it include?

• First of all, you needlisten to the potential client's comments, giving him the opportunity to speak out. Try not to interrupt the interlocutor. The salesperson must carefully perceive the information, using the technique of active listening. This means that you need to agree with the client. If appropriate, repeat the last phrases and fill in the gaps with a debrief.
• Consent. Now the salesperson should, as it were, go to the client side. If the client assures that the price is high, the manager should not resist. It is better to say that the price of the goods is really high, but this is justified by the corresponding quality.
• Answers to questions. The seller will have to be patient. Questions of potential clients can be very different. Complex and simple, strange or ordinary, etc. The specialist must listen carefully and give the most complete answer so that the client does not have any questions.
• Completion of the transaction. If all the previous stages were successful, it is possible that the client is already ready to make a purchase. The seller only needs to be reminded of the product. It is advisable to use the information obtained at the initial stage, when the needs of the client were clarified.

Algorithm for dealing with objections: examples

Any theory will be useless if it is not put into practice. To better understand how to negotiate with customers, let's look at some examples of objection handling.

• "It's expensive".
• "I'll think about it".
• "No money".

Thisexpensive

Suppose you already know the algorithm for dealing with customer objections and now it's time to put it into practice. You enter into a dialogue with a potential buyer, describe in detail the benefits of the product, but the interlocutor interrupts you or, after listening to the end of the speech, says that it is too expensive for him.

It should be said that this objection is quite common in sales.

First of all, it is worth identifying the cause by asking the client a few additional questions. For example, why do you think so? The reasons may be different. Perhaps the client knows where to buy a similar product cheaper or just wants to get a discount.

Objection handling

Further actions depend on the response received.

• If the customer knows where to buy cheaper, you need to find out what the product was compared to. As a result, you can reduce your answer to the fact that the offer of competitors is of less quality, and your product justifies its own price.
• If a customer wants a discount, this does not oblige the seller to provide it. You can insist that the price corresponds to the quality. If you lower it, you will have to work at a loss, which nullifies the whole point of the seller's commercial activity.
• If the client does not have enough money, try to find a similar product that will have a lower price compared to the original offer.

This is exactly the algorithm for dealing with objections in sales, examples of which weconsidering.

I'll think

This objection may have some variations. For example, a request to delay the product or a promise to return for it later.

In this case, the customer is probably hesitant to buy. Therefore, when performing an exercise on the algorithm for working with objections, you need to find out the reason. Check with the buyer what specifically does not suit him.

It is possible that the problem is that the client received insufficient information, but is afraid to admit it. Perhaps, to conclude a deal, it will be enough to conduct a detailed presentation of the product, focusing on its advantages.

No money

Usually, this kind of objection leaves sales managers in a daze, because it jeopardizes the whole deal. Some clients say this to quickly get rid of an obsessive salesperson. However, some may be affected by even a small discount, which reduces the price of the product.

There are those who will return later. Therefore, the task of the sales manager is to present the product in detail, describing the benefits in particular detail. As a result of the dialogue, the client must be convinced that he is being offered a useful product.

All of these scenarios can be practiced with an artistic partner to feel more confident working with a client.

What is ISIDA?

The algorithm for working with objections, or rather one of its types, is called precisely this abbreviation. It is believed that ISIDA has a good effect. Its name consists of several words, each of which is the essence of the algorithm.

• True. First you need to find out the real objection that has become an obstacle for the client on the way to making a purchase.
• Consent. Instead of immediately starting to argue, just agree with the client. So he will understand that you are on his side.
• "And" instead of "but". Do not use "but" in dialogue. This creates the feeling that you are about to start arguing with the client. You can't do this.
• Another opinion. Now give an alternative opinion.
• Argument. It is advisable to bring convincing facts to support your own words.

A similar algorithm for dealing with objections in a bank will also be relevant.

Tips

Sales and front-line work is not easy. However, there are some tips to make it more effective.

• First of all, carefully read the characteristics of the product. Your task is to know as much as possible about him.
• Ensure the quality and collect as much factual evidence as possible. Otherwise, it will be extremely difficult to convince the client simply by saying that your product is really high quality.
• Arrange enormous patience. The sales manager must remain friendly, even if the customer does not return the same.
• Learn to listen carefully and try to remember what you are told. The information you get from the client will be useful for further argumentation.
• Don't be afraid of additional objections and questions. They show that the client is interested in your offer. In addition, it will be much easier to enter into a dialogue with him than with a silent interlocutor.
• Be confident. If you worry and doubt what was said, the client will certainly notice and suspect that you are deceiving him, even if you are not.
• Make a list of product benefits ahead of time so you don't have to improvise and mislead customers with false information.
• First make a product presentation, name the benefits that the customer will receive after purchasing it, and then proceed to discuss the cost.

Now you know that any customer objection can be handled. And if you do it right, you can make a deal.