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At some point, every salesperson learns how to handle objections. We learn why people object. We learn how people object. We learn when people object. We learn to clarify the objections we hear, (although it wouldn’t hurt to remind you about that one, since there is probably room for improvement.) And, of course, we learn ways to respond to objections. The problem is that this is not the final lesson in objection handling. There’s one more simple, but often forgotten, step.
We need to remember this forgotten step because sometimes objections can take on lives of their own, hanging around almost like a bad penny. Each time you think you have the objection answered, minutes later, it rears its ugly frustrating head when the customer tells you, “I’m still hung up on…”
The step so many of us forget is this: We need to carefully confirm the objection has been answered. Confirming an objection can be done by simply checking back with the customer, looking for assurance that his or her question has been answered. For example:
- Seller: “What we found was working with one person assigned to support each customer we work with will not only will make sure that the work done meets the quality standards expected, it will reduce administrative costs by allowing one person you are familiar with to respond to questions that don’t necessarily require my attention.”
- Customer: Hmm. That’s not something I had considered before.”
- Seller: “Does that answer your question regarding who will be working on your account?”
You do not need to worry about any formality here, or too many words. Often an unassuming, “How does that sound?” or even “OK?” will do the trick. The key is to try and get your customer to tell you that the objection has been answered.
Once you have asked a confirming question, you can count on one of two responses from your customer. The customer either will, or will not, be satisfied with your handling of the objection. If he or she is not satisfied, you might as well know now before you move on. I would suggest more clarification and possibly a return visit to some of the tougher questions this person is struggling to address. Worst case scenario: You may find yourself spiraling out into a negotiation posture. This is another BLArticle® in itself, but be prepared to give up something in order to get something in return.
If a customer is satisfied with your response, it is time to move the conversation back on track. I will not tell you that by confirming the objection, you have guaranteed the objection will not be heard again. What I can tell you is this: By confirming that the objection has been handled, you have psychologically made it much more difficult for the customer to bring the objection up again. The customer has told you that the objection has been addressed, and by doing that, put that objection to bed.
The good news is this; if you listen hard enough, you will find that your customer will confirm your responses to their objections for you. For instance, it’s not uncommon to hear customers say things like, “I really like that” or “That sounds great.” Needless to say, in situations like these, confirmation has been already been accomplished for you.
The bottom line is this: It doesn’t require rocket science to confirm an objection has been answered; it requires the discipline of remembering to do it.
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