How to handle, overcome and neutralise customer objections before they even arise.

Make a friend

People like to do business with those they like. The first step to any sales approach should be to make a friend. In a sales presentation this is what we call the Warm-Up. Before you start discussing any business related items such as your product or company, take some time out and have a casual chat with the customer. Get to know who they are and what their passions and goals are.

If done successfully this will make closing the sale simple and easy. On the other hand, if you fail there is still a chance you might get the sale but it will be a tedious process full of objections and probably little profit.

Brain and the mind are curious things – they make every customer unique

Customers are human beings and each one of us is different. In the world of sales and marketing we can generally categorize customers in; Facts & Figures, Controlling, Relaxed & Easy Going and Personal. Your sales presentation should have enough flexibility to cater for all four types of customers.

Depending on what type of customer you are presenting to, you might need to show them graphs, tables etc. or you might need to tell them stories. Some customers are happy with just social proof. These are ‘Case Studies’ or examples of other customers who have benefited from your product or service.

Imagine your sales presentation only involves showing statistics and tables and you come across a Relaxed & Easy Going customer, it is highly likely their objection will be, ‘I want to see what else is out there’. Because of the way their mind processes information, they will feel that they do not have the right type of information to make the buying decision.

Presenting different types of customers with correct type of information can eliminate most of their objections.

Is your solution really what the customer wants?

Ask open-ended questions to discover what the customer wants and needs. Many customers do not even know exactly what they want themselves. They just have a vague idea. You need to solidify and confirm their requirements before you propose your solution.

Ask as many questions as you need to until you have a clear picture. Remember open-ended questions start with ‘How’, ‘Why’, ‘Tell me more about’ etc. Then close with a simple summary, ‘OK, if I could show you a solution that does (mention each requirement), would you be happy to move forward at the right investment (price)?’

If done correctly, you have successfully neutralised all customer objections except one. The price.

A kickass sales presentation

Naturally you should be able to perform a kickass sales presentation, without hiccups, hesitation or otherwise. Prepare your presentation in advance and rehearse with someone. Ask them to come up with objections of their own. This will help you identify areas where actual customers are likely to object as well.

We have recently published our complete guide to neutralising all customer objections. Get it today.


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