If it weren’t for objections everybody would be in sales. While none of us likes objections, we must accept them as part of the business and make sure we know how to overcome them.
Your main goal when faced with an objection is to turn the objection around into a reason to purchase our service.
“Sales are contingent upon the attitude of the salesman, not the attitude of the prospect.” – W. Clement Stone
People love to buy but hate to be sold. Objections are inevitable. Not only should you expect objections, you should welcome them. You should view an objection as a positive part of the sales process. A purchasing VP who gives you an objection is listening closely. They’re considering buying your service to solve their transportation problems. And most importantly, their objection gives you an opportunity to answer the objection and add one more good reason why they should buy from you now.
Expect objections, but never create them. Prepare a list of the top ten objections your customers and prospects have had with all their motor carriers in the past and then prepare two or three appropriate responses to answer each one.
When faced with an objection, first restate the question or statement.
- “The rates are too high?”
- “You feel your service is too slow?”
- “You’re worried about damage?”
- “You wish we offered next day service to Cleveland?”
Give the prospect an opportunity to confirm your understanding of his objection, and hopefully your prospective client will give additional reasons for his or her objection.
Clarify the objection.
- “I’m curious why you feel that way?”
- “Could you be more specific, please?”
- “Do you need more information?”
Remember this is not a contest. Nobody should win or lose. This should be a conversation where two people are answering questions and gathering information.
After you’ve re-stated the question, and clarified the objection, and you’re sure you understand the objection fully, then answer it. Don’t just handle your customer’s objections, instead answer them. Answer the objection head on, honestly, simply, and succinctly. Handle objections early and often. A direct approach to handling objection guarantees greater sales results.
When possible, let prospects answer their own objections. Sometimes you can stop an objection in its tracks by asking, “Could you tell me why you feel that way?” If your prospect can’t answer, then you and the prospect know the objection has little or no validity. If your prospect does answer with a more specific objection, you have a chance to eliminate it and move one step closer to the close.
Buying decisions are risky for your prospects. Choosing the wrong carrier can be harmful to the prospect’s career. Objections are the only way they have to help make sure that risk will pay off for them. If you can eliminate those objections, you’ll help provide the reassurance they need to say yes.