{"id":133,"date":"2015-07-30T00:15:37","date_gmt":"2015-07-30T00:15:37","guid":{"rendered":"https:\/\/courses.candelalearning.com\/salesx17xmaster\/?post_type=chapter&p=133"},"modified":"2015-07-30T00:15:37","modified_gmt":"2015-07-30T00:15:37","slug":"objections-are-opportunities-to-build-relationships","status":"publish","type":"chapter","link":"https:\/\/courses.lumenlearning.com\/cerritos-sales-1\/chapter\/objections-are-opportunities-to-build-relationships\/","title":{"raw":"Objections Are Opportunities to Build Relationships","rendered":"Objections Are Opportunities to Build Relationships"},"content":{"raw":"
\r\n

<\/h2>\r\n
\r\n

Learning Objectives<\/h3>\r\n
    \r\n\t
  1. Understand what a sales objection is.<\/li>\r\n\t
  2. Learn how overcoming objections can strengthen a relationship.<\/li>\r\n\t
  3. Understand when and why prospects raise objections.<\/li>\r\n<\/ol>\r\n<\/div>\r\nYou\u2019ve been working really hard at school, and it\u2019s paying off. You\u2019re doing well this semester with a GPA right where you want it. Spring break is right around the corner, and you and your friends have been talking about going to Mexico. You even had an impromptu \u201cfiesta party\u201d at your place and even do some research about airfares and hotels; there are some great deals out there. You present your case to your parents and end with a strong \u201cclose\u201d to seal the deal: \u201cThe timing is perfect since it\u2019s my senior year. I can book the flights tonight online.\u201d You thought you sold them on the trip when they say, \u201cWe\u2019re worried about you going out of the country without a chaperone.\u201d You are deflated, but you won\u2019t take no for an answer so you wait for a moment, let it sink in, then deliver your response, just like you planned. You have just experienced the fine art of overcoming objections.\r\n\r\nSince you are constantly selling in your everyday life, you have also undoubtedly encountered objections: your friend doesn\u2019t want to see the same movie as you, your brother doesn\u2019t want to share the car, your parents want you home earlier than you would like. When you attempt to convince someone or \u201csell\u201d him on your point of view, you are not always successful. But each time you \u201csell\u201d your idea, you usually have additional information or a fallback position so that you can get what you want while meeting the other person\u2019s needs. You are probably more skilled in overcoming objections than you realize.\r\n\r\nOccasionally in your sales career, you will encounter a situation in which you are able to close the sale directly after giving your sales presentation. Such a situation, however, is the exception<\/em> not the rule<\/em>. Objections are simply a natural outcome of the sales process. Each potential prospect has his own set of unique needs, and, though you may identify most of them during the preapproach stage of the selling process when you do your research, you will not be able to anticipate all of them. After all, you are not a mind reader. Besides, if all it took to excel in sales was to deliver a perfect script, anyone could do it. But that is not the case. The essence of sales is handling objections and truly understanding how you can help your prospect meet her needs. It is a demonstration of your skills as a salesperson to find the opportunity in these objections, listen to your prospect, and then respond. So an objection is simply a question from a prospect that indicates that she wants more information. If she weren\u2019t interested, she wouldn\u2019t be asking questions.[footnote]John Boe, \u201cOvercome Objections and Close the Sale,\u201d Agency Sales, September 27, 2003, http:\/\/www.johnboe.com\/articles\/close_the_sale.html<\/a> (accessed May 16, 2010).[\/footnote]<\/span>\r\n\r\nThe first myth to dispel is the assumption that objections are bad<\/em> or an omen foreshadowing failure. On the contrary, resistance usually portends commitment. If a prospect is asking you questions, you can at least assume that he is interested in your product or service. In fact, in all likelihood, he already knows whether or not he needs or wants to make the purchase. Thus, the reason he is objecting isn\u2019t necessarily because your presentation failed to communicate the features, advantages, and benefits of your offering. Rather, he is objecting because he is seeking reassurance; he is on the fence of indecision, and he wants you to provide him with the incentive that justifies an immediate purchase.[footnote]R. T. Edwards, \u201cPower Selling,\u201d American Salesman<\/em> 38, no. 3 (March 1993): 13.[\/footnote]<\/span> Supply your prospect with the right information, that is, show him why he wants to buy your product or service.\r\n
    \r\n

    What Are Objections?<\/h2>\r\nObjections<\/span><\/span>, also called sales objections, are generally defined as prospect questions or hesitancies about either the product or company.[footnote]William C. Moncrief and Greg W. Marshall, \u201cThe Evolution of the Seven Steps of Selling,\u201d Industrial Marketing Management<\/em> 34, no. 1 (January 2005): 13\u201322.[\/footnote]<\/span> While objection<\/em> may sound like rejection<\/em>, you should never assume that when a prospect asks a question or expresses a concern that you have failed to generate interest in your product or service. It is true sometimes that your prospect will object when he truly cannot or does not want to buy. Usually, though, objections mask\u2014intentionally or unintentionally\u2014a request for more information. They simply signal your prospect\u2019s level of interest and alert you to what actions need to be taken to bring the sale to a close. If your prospect expresses objections, consider them invitations to continue to sell. Furthermore, leverage these objections into an opportunity to continue to build your relationship with your prospect so that you can continue to create a positive influence on the buyer\u2019s decision. The fact is objections help you build your relationship and find the true reason for resistance. Think of objections as opportunities.\r\n\r\n<\/div>\r\n
    \r\n

    How Objections Build Relationships<\/h2>\r\nAs an analogy, consider asking someone out on a date for the first time. Even if you have hooked him in with a great pick-up line (approach) and dazzled him with your sparkling personality (presentation), he may still not be convinced that you are serious about him. Naturally, he might respond by playing hard-to-get. How you react will reveal to him your level of commitment. By allowing the relationship to grow slowly and organically, you demonstrate your patience, sensitivity, and sincerity. You establish a foundation of trust that eventually wins him over. On the other hand, if you respond by getting huffy and stomping off, he will probably be glad to see you go.\r\n\r\n<\/div>\r\n
    \r\n

    Objections as Opportunities<\/h2>\r\nYou might not keep track of objections in your everyday life (especially as they relate to dating). However, you may find it interesting to know that in sales, a prospect will say no an average of five times before he buys.[footnote]John Boe, \u201cOvercome Objections and Close the Sale,\u201d Agency Sales, September 2003, http:\/\/www.johnboe.com\/articles\/close_the_sale.html<\/a> (accessed May 16, 2010).[\/footnote]<\/span> That means that it\u2019s more likely than not that you will experience a prospect who poses at least one objection: asking a question, requesting more information or time, or pushing back due to financial constraints. Without objections, you would have no way of knowing what a prospect is thinking, what concerns she has, or what barriers might be in the way of her saying, \u201cWhere do I sign?\u201d\r\n\r\nThe fact is objections are an important part of the selling process. But thinking about overcoming<\/em> objections might be the wrong frame of reference. The word \u201covercome\u201d implies that you want to conquer, fight, or win (and, therefore, your prospect loses).[footnote]Patty Morgan-Seager, \u201cHandle Objections and Have Fun!\u201d Multifamilypro, http:\/\/www.smmonline.com\/Articles_handleobj.htm<\/a> (accessed October 24, 2009).[\/footnote]<\/span> Instead, it\u2019s best to think about objections as a perfect extension of the selling process. Think back to the steps of the selling process that you have covered so far: prospecting and qualifying, preapproach, approach, and presentation. Throughout each of these steps, your focus is on understanding your prospect\u2019s needs and building a relationship based on trust. The same is true for this step: handling objections. This is all about learning more, finding common ground, and providing the solution that is best for your prospect. Objections and conversation help you better understand exactly what your prospect wants and needs. The bottom line is that you don\u2019t want to avoid objections; you actually want to encourage objections and ask for them. According to the Selling Power Sales Management Newsletter<\/em>, \u201cObjections are not personal attacks; they\u2019re gifts.\u201d[footnote]\u201cHug Your Objections,\u201d Selling Power Sales Management Newsletter, August 15, 2007, http:\/\/www.sellingpower.com\/content\/newsletter\/issue.php?pc=732<\/a> (accessed March 16, 2010).[\/footnote]<\/span>\r\n\r\n<\/div>\r\n
    \r\n

    Consider Objections before They Occur<\/h2>\r\nIf objections are such a positive part of the selling process, you might be wondering how to be prepared for them; how to think about them; how to consider them even before you get them. Here are some strategies for preparing for the objections portion of the selling process that will help you build your relationship.\r\n