HOW TO EXPOSE THE FINAL OBJECTION AND CLOSE THE SALE
Over many decades now much has been shared about Handling Objections, but little has been shared about transferring the Final Objection into a Sale. So how do you known that you have just encountered the possible Final Objection, is in most cases as simple as asking whether this is the only issue that needs to be resolved, or are there others that need to addressed as well.
When you ask questions based on this principle, the prospect (in most cases) will drop their guard somewhat and reply honestly. Once that happens, ask what the issues are and ask them what their main issue is. That way, by answering that issue, most cases the other issues will be overlooked if this one issue is answered to the prospects satisfaction.
This is how it works:
THE FINAL OBJECTION FORMULA
Step 1. Hear your prospect out.
Step 2. Sell them the objection.
Step 3. Confirm the objection.
Step 4. Question the objection.
Step 5. Answer the objection.
Step 6. Confirm the answer.
Step 7. Close the sale.
1. The first thing you must do is hear your prospect out.
Don’t make the mistake too many other salespeople make by listening to only three words and then assuming they know what their prospect is going to say next. Salespeople tend to jump in and try to answer what they think their prospect is going to say next. But remember, even if your guess was the right one, your prospect could be irritated by your action; so simply learn to shut-up and to listen. Don’t talk; shut-up until your prospect wants to listen to what you have to say. Besides, odds are you have not listened to his objection, so how can you apply the next six steps of the formula if you don’t know what to follow up with!
2. Next, sell your prospect on their objection.
Expand the objection first, then while doing this, create an aura of defeat. If you don’t look defeated, you will lose control over your prospect. This point alone will give your prospect breathing space and allow him to drop his guard if he thinks he was victorious over your attempt to close him. Here is an example:
• “Well, Barry, as I see it, you feel that the maintenance time on this machine just isn’t good enough to save the type of money that you feel you’d need to save on the operation of this machine. Is that right?”
If you look and sound defeated when you sell the objection, he will have no other objection but to say Yes. The minute you receive a Yes, you must warm up your prospect to the point where he will feel sufficient empathy for you to continue. He won’t object – remember, he now feels he has you under his control.
3. Once that is achieved, confirm the objection.
• “That’s the only thing between us, isn’t it? If it wasn’t for the maintenance time you’d want to go along with me, is that right?”
If he says Yes, realise that you have taken full control of the sale, but still left him with the feeling that he has the control. If you look defeated, he has to say Yes. He won’t want to hurt your feelings – not if he thinks he is the one in control of the sale.
Your prospect will most probably then go on and tell you everything you wanted to hear, like he liked your product, it’s really great, but if it just wasn’t for that one point, he would have signed for it by now. In fact, he will take the bait you have set for him – hook, line and sinker. But only if you look defeated.
4. At this point, question the objection.
But as you question the objection, again apologetically soft-pedal and apply your question in this manner:
• “Just to clarify my thinking, why do you feel the problem is so impossible in terms of maintenance?”
Now again, shut-up. If you act in this manner, you can quickly isolate the objection, then confirm it or even deny it as the real objection. When your prospect begins to explain away his objection, there are three things that will happen:
• As he explains it to you, he will give you the ammunition you will need to successfully continue with this formula.
• In the process of explanation, he gives you the Real Objection.
• He begins to realise that the answer he is giving may not be as intelligent as he may have thought it had been. It doesn’t even make sense to him any longer.
5. Answer the objection.
This is far simpler to follow on from here than the majority of sellers imagine. Chances are that most prospect’s will automatically confirm the objection once you question the objection. When that happens, answer the objection – and you had better have a good answer.
6. After that, go ahead and confirm the answer with a phrase such as this one:
• “That completely settles that, doesn’t it? …. Of course it does!”
7. At this point, close the sale.
Don’t delay – just close. Use any of the formulas you have learnt that you feel may be appropriate – but close. Remember, your prospect has brought out his own objection. Answer it, confirm it, and even become excited about your product or service. If you act it out properly, you will always win, but you must work through the process with your prospect.
Copy and distribute this content as often as you want. You are encouraged to share it. © Copyright Peter Collins, Sydney, Australia, 2002, 2007, 2011, 2015, 2017
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This Article is by Peter Collins – In a sales career spanning more than 53 years, Peter Collins has focused on helping and bringing out the best in others – whether it involves training or mentoring salespeople, managers, business consulting to SME’s. Since the 1970’s Peter has built a reputation as a Nationally and Internationally Published author, and has 68 business books to his credit, but he is mainly known for one book based on the Audio Tape series of the same name, Over 50 Ways of Closing the Sale. Peter had his first book published in 1969 and now has over 133 books in all, including Business, Marketing, Sales, Free Publicity, Body Language, Music and over 30 Christian books to date. Peters books have sold over 2.5 Million copies over 48 years. In his personal life, Peter has been sought after as an encourager and motivator that has given of his time and talents freely despite his busy schedule. Subsequently, he has assisted churches, pastors, community and charity groups, as well as individuals through his teaching, training, development and on-going mentoring.
© Copyright Peter Collins, Profit Maker Sales, Sydney, Australia, 1994, 2002, 2007, 2011, 2015, 2017, all rights reserved. Peter can be contacted through his website – profitmakersales.com
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