One way to reduce the number of objections you encounter is to give a thorough sales presentation! The more complete one is, the more clearly the buyer will understand your offer, which in turn will provide him with more reason to make a positive buying decision. You must inform prospects about how they can benefit from your product and how it represents a good value for their money. There have been times when I tried to give a watered down presentation because I was trying to make a quick sale, or I was simply tired from being overworked. Whatever the reason, whenever I did, I ended up having to answer a slew of objections and as a result, found myself spending more time than if I had given a full presentation in the first place.
Another way to reduce objections is by realizing that some objections are raised with enough regularity to become predictable. After a while, you can prepare yourself in advance by building the answers into your sales presentation so you can address the objections before they’re raised. Or you can keep effective answers in reserve to draw upon if seldom raised objections do happen to pop up. I’ve always believed that when somebody tells me why he doesn’t want to buy my product, he’s expressing a willingness to listen to why he should buy. As a matter of fact, I welcome objections in this context because I like people who become seriously involved. I interpret these objections as positive signs that if I properly handle their questions, I will make a sale
Let the prospect feel as though you served him by providing needed information so he could make an intelligent decision. You should praise him for his comments and observations. After all, you don’t want him to feel as though he has been talked into buying something against his will. So make him feel good about giving his consent after he had initially voiced an objection. Then when all barriers have been removed, you can move on to close the sale. Always, I repeat, always tell your customers that he or she made a wonderful decision to buy. People need this reinforcement, so give it to them. Congratulate them on their excellent buying decision and let them know that you look forward to serving them for many years to come.
