What are effective ways sellers practice selling?
In the previous blog post (Haven't you read it yet? But you should ...) you learned what types of objections there are, what it means for you as a seller, if you recognize a certain type of objection, how you take objections seriously and to the person you are talking to Signal understanding. Today you will receive a brief overview of various techniques for handling objections * and a simple but useful practical tip.
Use the different techniques wisely.Do not learn them by heart, but consider which technology makes sense for which objection and which interlocutor. Important: "translate" them into your own language. And please remember: Objection handling has its limits when there are obstacles that you simply cannot avoid. They can be objective, but also subjective.
A "no" can mean a lot. Sometimes just "no". In this case, you would do well not to bother the customer any further (for the time being). You may get a second chance if he keeps you fondly.
Below are techniques that are useful for dealing with objections. I will only briefly discuss individual techniques. Details can be found in the overview at the end of this article - it is more individual in training or coaching or for general questions in the request concert.
The open counter-question can be used universally. It helps you to localize an objection more precisely, to gain information and to keep the dialogue going. An infographic on the different questioning techniques can be found in this post.
Time jump (hypothetical question)
The time jump is a good way to identify pretenses or to isolate objections that you cannot resolve at the moment and come back to them later.
Instead of a direct response, you lead the customer into an analogy that he himself resolves. The analogy method can break the proverbial knot in the case of certain objections. To do this, however, it must be easy to understand and plausible. It is best to practice and check beforehand.
Yes, but… method
The somewhat discredited classic in objection handling. You agree with the customer's testimony believableto (because it is true!), take up this objection and put adequate use against it. Please do not say a clumsy "Yes, but ...", but really respond to the objection and convince.
The objection comes back to the customer like a boomerang - with the appropriate solution. Sometimes there are purchase motives or wishes behind objections. If you recognize them and offer solutions, your chances are good.
Sometimes it can be useful to address standard objections before the customer raises them. In individual cases.
You are welcome to remain silent about small taunts or malice or acknowledge them with a friendly smile or a shocked look. In the case of repetition, you can respond with an I-message.
The closed counter-question helps to confirm or reject or is the basis for another alternative decision. In any case, it creates commitment. It offers customers in need of harmony who do not want to hurt the salesperson with a "no" the chance for a gentle exit from the conversation.
The examples given in the introductory blog post can be continued with this repertoire of possibilities as follows:
"The assumption that our services are expensive, I actually hear from customers from time to time.
- How do you compare our offers? "
- Why do you think that?"
- What is your experience with our offers so far? "
"It's a shame that your budget has already been planned for this year.
- How does budget planning work in-house? "
- What do I have to do so that you can include our offers in your budget? "
- When is a good time to keep talking about budget planning in the coming year? "
"I understand that you don't have time for a long phone call right now.
- When is it better for you: tomorrow morning or afternoon? "
- When is the best time for you to have a 15-minute conversation? "
- In just three minutes we will find out whether my offer is of use to you. I only ask you two questions. Is that OK.?
"Honestly, that actually surprises me a little now.
- Are you really not interested in reducing your costs by 5 percent in principle? "
- Is it really uninteresting to you how you can draw the attention of new customers to your offer? "
My practical tip at the end:Take a (two, three ...) sheet of paper, everything is possible from A4 to flipchart. Divide the sheet in half by a line from top to bottom. On the left-hand side you collect all possible objections that your customers may come up with. In the right column, write down specific alternative reactions. Encourage your colleagues to do the same and exchange ideas. Within a short period of time, you will become much more confident and relaxed when talking to customers, because you can fall back on a large repertoire of individual options for dealing with objections.
Another reading tip in another blog: Trainer pilot Angelika Eder writes about her dream of unconditional honesty in acquisition. That fits wonderfully with this topic too, because one thing is clear: good objections only work Withthat and ForThe customers, not againsthim.
*) You are reading about "Objection Treatment". I don't think that's a nice word. In particular, the word "treatment" is not used in the way it would be appropriate for our situation. After all, it is not about a communicative one-way street, but about dialog with potential customers. I still use the term because it has established itself in technical terminology and every salesperson knows what is meant by it.
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