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Handling Clients' Objections
by Gerry Robert
CONQUER the "I want to think it over" objection.
Does this scenario sound familiar to you?
I meet with a prospect with the hopes of closing a sale. We talk about what they are
trying to do, I present my product and how it will work for them, I get ready to close
the sale when I hear that familiar phrase : "I'll have to think it over".
From my experience, the "think it over" objection comes up more than any other. To help us
answer that question, I've asked Barry Maguire from Australia (http://www.zeta.org.au/~bazza)
who has several effective ways to handle that objection.
Rather than leaving it to the prospect to sort out all the decision criteria on his own,
Barry suggests that you provide the prospect with a model that makes it easier to make up his
mind.
Barry continues, "I overcome 'I'll have to think it over' by starting with this response:
"Yes. That's a smart move. All decisions should be made only after careful consideration.
"One of the things we believe sets us apart as being different from our competitors is that we
always like to look at our proposal from the client's point view.
"Increasingly, over the past few years there appears to be only three things which concern
people when they consider doing business with companies in our speciality".
I pull out a clean piece of paper and write:
Company
Product / Service
Price
I leave an open space under each item, just as you see here.
After writing the three points, I continue to the prospect:
"If a prospective customer doesn't like the company, they won't do business with them.
Same with the service. If they don't like it, they won't buy it. And if the price is not
right, of course there is no potential for business".
Then I go back to my sheet of paper and put three bullets under the "Company" heading. I say:
"With the company, there seem to be three things which are most important to most people when
they consider doing business".
And I write these three points next to my bullets, so the top of my page looks like this:
Company
Can they do the job?
Are they reliable?
Will they be there?
I then ask my prospect:
"Would you consider these things to be important? Is there anything else about the company
that is important to you?"
Everyone agrees that the three things I wrote are important to them. If my prospect has
additional items under this category, I write them down as well.
I repeat the process of identifying potential issues for product/service and price, pausing
after each category to add any items that occur to my prospect.
At the end I have a sheet of paper that looks like this:
Company
Can they do the job?
Are they reliable?
Will they be there?
(Additional customer items)
Product/Service
Will it do the job?
Will it last? (or will the results last?)
Will it make a difference?
(Additional customer items)
Price
Can I afford it?
Is it good value for the money?
(Additional customer items)
When the page is complete, and it lists the bullets I've identified plus any others my
prospect has come up with, I turn to my prospect and continue:
"So what I'd like to recommend is that I show you a little more about our company, our
product/service and our price. If that's OK, what I'd like to ask is this. If there
is anything about our company, product/service or price you don't like, I'd like you to
tell me, because the last thing I want to be doing is annoying you about something you
aren't interested in.
"Would you do that?"
After my prospect says: "Yes", my next statement is:
"Great. At the same time, if you do like our proposal, I'd like you to tell me.
Would you do that for me?"
And I pause again to let my prospect say: "Yes". Then, once more I continue with:
"Fine. So by the time we've had our chat, we'll either be doing business or we won't.
Fair enough?"
What do you do then Barry?
"After the third yes from my prospect, I go back to the piece of paper. I start at the top
and discuss each bullet one by one in relation to my company, product/service and price.
At the end of this discussion, when my prospect understands how well my company and product
satisfy his criteria for buying, I proceed with following three questions, pausing just long
enough to get agreement on each:
"Are we the sort of company you would be happy to do business with?"
"Is this the sort of quality product/service you would like?"
"Now, to be sure we are both clear on my recommendations, this price includes...
(and I give a detailed list of all the items that are part of the product/service
I'm selling). That's everything, right?"
By this time you must be ready to close.
"Yes, I am. I add:
"Are these things the ones you want?"
When he says the final yes, I continue with:
"Good. My recommendation is we begin our association by ... (and list the next steps in
completing the purchase)."
Thanks Barry, I've learned a lot today.
"My pleasure."
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