One of the benefits of certainty, and one way you can spot it is the overcoming of objections.
By the time most products or services have been around for very long, the common objections encountered in selling them have usually been encountered enough times that a list of them is provided to salespeople. The handlings to these objections can be drilled with other salespeople so they can be learned, and this can certainly help.
But Wait…There’s More
But certainty in overcoming objections goes deeper than that: you must be willing to face objections head-on and talk about them, and even invite the prospect to bring them up. This takes learning and practicing communication skills and mastering your sales process—and by doing those things you can master handling objections.
You must never go into a sale afraid of getting an objection. Don’t get the mistaken idea that if you don’t talk about it, it isn’t there—for it’s going to be! If your prospect has an objection, and if you don’t bring it out into the open and at least discuss it, it will still be there at the end of your meeting. It could very well kill the sale.
Never Second Guess
At the same time, don’t try and second-guess your prospect, attempting to “predict” what objection they might have, and trying to be clever and take it up before the prospect even mentions it. They may never have had this objection, and you might end up putting an objection in their mind that was never there in the first place.
In fact, it’s a smart practice—and one utilized by the best salespeople—to never go into a sale with any kind of preconceived idea of what’s going to happen. Think for a moment: have you ever had the idea that someone was going to say one thing, and what came out of their mouth was something altogether different? Remember that when you’re selling. Let the person talk until they’ve said everything they’re going to say so that you can fully understand what they’re expressing.
Fully obtaining the prospect’s viewpoint is the key to being able to handle most of their objections. If you really find out why the prospect should buy—from their point of view—and then demonstrate how your product or service supports that viewpoint, the prospect will have a hard time arguing or giving you objections to buying.
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