Some salespeople view every objection as an obstacle moving them further away from winning a prospect’s business.
But successful salespeople realize that beneath the surface, objections may hold the key to understanding what motivates a buyer’s reluctance.
They use these three steps to isolate the objection, build rapport and move toward closing:
Step 1: Empathize
Disarm prospects by letting them know their concerns are valid and that you’re willing to work with them to create a win-win solution.
Empathizing defuses the situation and makes the prospect feel like you’re an advocate rather than a salesperson.
Step 2: Probe and verify
Ask questions to understand what’s motivating the objection.
In many cases, uncovering the root cause can provide valuable info about how to close the sale.
Confirm your assumptions by verifying what would need to happen in order for the prospect to move forward (e.g., “So if I understand correctly, your primary concern is …”)
Step 3: Move forward
Once you’ve consolidated the objection, work to create a win-win that alleviates the concern and allows the process to continue.
Be sure to ask the prospect if he or she is satisfied with the solution you’ve proposed, then continue moving forward with the sale.