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Types of objections and how to work with them

Customer objections to sales can be perceived in two ways. On the one hand, rejection of the offer may become an insurmountable barrier to further dialogue and successful sales. On the other hand, objections can be used as a "springboard" to disperse and build a productive conversation, as a result of which it will nevertheless be possible to complete a commercial transaction.
Even experienced managers who are not afraid to make cold phone calls, and perceive them as a challenge to their professionalism, consider objections one of the most difficult stages in the field of sales. Work with problem situations, when the client protests, involves the use of special techniques and methods of overcoming.

What are the objections to sales?

To conduct a successful fight against contradictions, first of all, it is necessary to understand their nature, nature and essence. Considering problem situations, they can be divided into two separate categories:

  1. Basic - this is the first, main type of contradiction. They are really significant for customers and constitute weighty arguments that prevent them from making a purchase. Basically, the objections of this plan are related to the properties of the product, its price, terms of delivery and payment. In order to understand in detail the essence of the main objections in the field of sales, you need to ask the client leading questions: "What exactly do you dislike about our service or product?", "Have you already used our products?", "Have you heard about it before?"
  2. Secondary objections - in essence, they are more like excuses: "Thank you, I will think", "I buy the same product cheaper." The reasons for the secondary contradictions in sales come down to the fact that the client wants to buy time to think, wants to check the competence of the seller or to show that he is already familiar with the products. Sometimes minor objections can be provoked by a poor mood of the client, the usual unwillingness to communicate.Having determined during the conversation what kind of protests the problem situation belongs to, we proceed to the following classification of objections. At the next stage of the dialogue, you need to understand whether the client's answers are reasonable or unfounded:
  3. Reasonable objections in the field of direct sales are based on the personal experience of the buyer or feedback. Determining reasonable arguments is easy: when the cost of a product or service does not match their quality. Processing a problem can be aggravated if your competitors sell similar products at a lower price, with better payment terms.
  4. Unjustified protests are a type of objection that is not based on personal experience, but on situations with friends, relatives, and colleagues. Often unreasonable answers can be triggered by rumors. Without even hearing information from the manager, the client expresses dissatisfaction: "The product is expensive", "You have low-quality products."A clear definition of the type of protest is one of the mandatory grounds for successful sales, eliminating customer doubts and determining further actions to promote products / services.

Objection Techniques

Fighting negative customer responses requires the manager not only iron nerves and resistance to stress, but competent use of methods to overcome failures. For each problematic situation in the field of sales, effective scripts have been developed - scripts that increase the likelihood of transactions. The main examples of working with objections to sales are as follows:
1. The goods are expensive:

  • for this reason, customers who do not want to pay twice buy products from us;
  • is the price the only criterion that keeps you from buying, or is something else unsuitable for you ?;
  • Actual cost of sales is dictated by high quality products and excellent service.
2. We work with another supplier:
  • I do not urge you to refuse from already established business contacts, I only offer the opportunity to expand existing ties with our help;
  • established cooperation is the key to commercial success, maybe our proposal will be a weighty argument to reduce the price of your supplier's services?
3. I will think:
  • buyers often say this phrase as an excuse, what exactly do not suit you in our offer?
  • yes, good, but please tell me what other information about the product / service you do not have enough to acquire them;
  • please tell me whether you are generally satisfied with our sales offer or if you don't like something, it's embarrassing.
4. Send your commercial offer by e-mail
  • I will certainly send it, but answer a few more questions so that I can understand which offer to sell will suit you best;
  • I'll definitely do it, but it's better after a personal meeting where we will discuss all the details of the sale: are you located at ...?
  • I understand that every day you are literally bombarded with commercial offers, so please tell us what is relevant for you?
Successful skills to work with objections in the field of sales allow not only to significantly increase the company's profits, but also increase the confidence of managers in their abilities. For each objection, it is desirable to draw up 2-3 convincing workouts using the techniques from the review.
Specialists in direct sales of Contact Call contact center regularly undergo training courses, work out modern, effective techniques, and are fluent in the skill of constructing constructive dialogs. If you want the work with objections to become an impetus for successful sales, please contact us by phone: +38 0 800 21 01 65, +38 050 395 77 75.


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