Managing a customer’s objection to your proposal involves discovering the motive for the objection, plus determining if the objection can be overcome.
If a customer is ready to do business but still has some concerns, these 4 steps can help you deal with the open issues and progress towards agreement with the customer.
1. Find a point of agreement.
When a customer challenges you or your proposal (“Your price is high”), don’t counter or debate as they expect. Instead, comment on something on which you both agree. For example, in response to the price example, you might offer: “I recognize that price is important to you. Can you please share with me the other criteria you use to choose a supplier?”
2. Ask a clarifying question.
Typically, a customer is surprised when you agree with their objection so this is the time to ask a question that will uncover the unspoken concern that is the focus of his or her objection. For example: “Compared to price, how important are these other criteria you mention?”
3. Share knowledge.
Once the customer has expressed his or her concern, and you have clarified as much as you can, you must reassure the customer that you can overcome that concern. To accomplish this, you share knowledge to educate the customer. There are 3 types of information that fulfill this role:
• Show proven results about how their concern has been addressed in similar situations, validated by a third party that the customer should recognize;
• To help the customer visualize your solution, use a graph or a simulation. Or, share stories about how a comparable concern was resolved for others.
• Compare your solution to another similar concept that has already been proven. Comparisons often reduce the customer’s sense of risk, assuring them that you understand their needs and are not trying to sell something they do not need.
4. Secure commitment.
Having diffused the expressed concern, you can check to see if other concerns exist and then return to your proposal. Develop a plan to move forward that works for both you and your customer. How does your proposed solution help them make money and strengthen their competitive position?
There are times when using all four steps is unnecessary but, if the customer is truly ready to make a decision, this process will enable you to move to the commitment phase as quickly as possible.
Does your sales team know how to manage the typical objections heard in your business?
How do you determine if the customer is motivated to buy?
[separator top=”40″]
Grolistic’s Customer Commitment Videos Help Convince Customers To Give You The Order
