Overcoming an objection can often seem like the stage in a call where you’re climbing a mountain and begin to lose your grip. You ask the right open questions, communicate eloquently about the innovative benefits you’re offering, you establish a desire and a need, then WHAM! You’re met with a wall of resistance. This is in fact one of the most common challenges that telemarketers and salespeople have to learn to deal with. Although it’s easier to give up in the face of objections, learning to handle objections – and turning negatives into positives – is one of the most important skills professionals need to succeed. In other words, resistance is one of the many tests of strength that we have to overcome in order to achieve the desired objective.
So, how exactly can you overcome objections to achieve your goals? Here’s how the team at Blue Donkey use resistance to our advantage.
Objections demonstrate interest
If the decision maker you’re talking to objects to some of the points raised, it shows they’re interested in your product or service and that they’ve been paying attention to what you have to say. A good telemarketer will welcome this resistance and use it as an opportunity to engage with the buyer, allaying their concerns and discussing any misgivings they may have.
When talking to a decision maker, it’s important to give them the space to explain their objections and really listen to what they’re saying. For example, if a buyer raises a common concern like cost, this may be masking their true objection so the telemarketer needs to probe and listen, understand and get to the bottom of their cause for concern. If a buyer becomes emotional, it’s important to look beyond this as it can be tempting to shut off when a subject arouses strong feelings.
Throughout a pitch, it’s important to emphasise the product’s features and benefits. When objections are raised, you can then use these advantages to counter objections and to gently assuage their concerns. This is especially true when an objection is raised over something like cost. A good telemarketer should be able to help the buyer understand how much value they’re getting for their money and how beneficial the product or service will be to their business. It’s important to remind decision makers that cheap rarely means good value or good quality.
Occasionally, the objections that buyers make will be legitimate. In these instances, it’s important that telemarketers back off and don’t try to talk the buyer down. No one is right all the time, so simply restate the benefits and features of a product and accept when a buyer has made their decision. To ensure objections aren’t all voiced at once, it’s also a good idea to make space for decision makers to raise concerns throughout a conversation so they can be tackled one by one.
When done properly, objection handling helps us build trust with potential buyers. Only when all obstacles to the sale are removed are we able to move on to the next stage in the relationship; that of building the prospect into a customer and beginning the journey to become a brand advocate.
To find out more about the work we do, or to discuss a project of your own, get in touch with Blue Donkey today.