Learning how to deftly handle objections is an integral part of telemarketing. Most potential customers will raise at least one objection during a call, and telemarketers need to be able to address it and overcome it if they’re going to steer their conversation towards their goals.
When dealing with objections, it’s important to remember that they can actually be a positive sign. Often, potential customers will raise concerns when they’re interested in a product. This means that, in some cases, objections are actually buying signals. Even if they don’t mean your potential customer is considering a purchase, objections offer the perfect opportunity to provide more information about your product or service and to learn more about their needs and requirements.
In general, objections fall into two main categories: factual and emotional. If telemarketers are going to allay the concerns of their prospects, they need to understand the differences behind these two types of objection and learn how to address them.
Factual objections are often caused by a misunderstanding or a lack of information. For example, the potential customer may not be able to see how your company is different from its current supplier, or how your product or service offers a solution to its professional needs.
If you come across a factual objection, the first step to overcoming it is finding out more about the situation. Once you understand why the prospect is reluctant to make a purchase, you’ll be better placed to help them see how your products or services offer them the perfect solution. For example, if the prospect is having trouble with your price point, you can talk them through the various benefits of your particular product or service. As The Balance says, “when the bottom line is the biggest hurdle for a client, you need to help her justify the cost.”
When dealing with factual objections, it’s important to listen to exactly what your potential customer is saying. Showing empathy and understanding during the call will not only help you to build a positive business relationship, it will also give you the chance to find out a little more about their needs.
Emotional objections can come in many forms. Some of the most common include things like ‘changing supplier will be too much hassle’ or ‘we’re too busy to deal with this right now’. Again, one of the keys to overcoming this type of objection is understanding. Even if the objection isn’t completely rational, it’s a real concern to the potential customer, so you need to take the time to put their fears to bed.
Try to lay out why your product or service offers the perfect solution to their needs. A good way to do this is to pick one feature that demonstrates the advantages your company can offer. More often than not, people find it easier to remember one strong, valid point than a long list of advantages.
As handling objections is such an important part of running a successful telemarketing campaign, it’s well worth investing time and energy into improving your skills and technique. To find out more about objection handling, or about how we can help you, take a look around our site today.