Six Steps For Busting Through Objections

Wouldn’t it be great if objections, excuses, and stalls didn’t exist? We would be able to close every sale because our prospects would have no reason not to buy. But, as we all know, objections are a fact of life. So here’s a six-step method for busting through those objections prospects give for not making a buying decision.

1. Listen to the objection in its entirety.

Salespeople have never been found guilty of listening themselves out of a sale, so stop talking, stop thinking about what you’re going to say next and listen carefully to what the prospect is saying. Take notes when the customer is talking, nod your head and look the person in the eye. Pause for a few seconds before you respond. An objection becomes an opportunity when you listen to the whole thing, hear it out, understand it, get the prospect to expand on it, solve it and move on.

2. Define the objection.

Find out specifics about the customer’s objection. Don’t accept vagueness, such as: I’m not comfortable with your service capabilities. Instead, try to convert that vagueness into specifics with questions such as: Can you explain that to me? Can you elaborate on that?

3. Rephrase the objection into a question.

Once you’ve gotten customers to clearly define their objection, demonstrate that you listened by converting their objection into a question: “So you want to be sure we’ll be able to have your sunroom installed in time for your Fourth of July party. Is that correct?”

4. Isolate the objection.

Here’s where you find out if the objection you just confirmed is the only one standing in the way of the sale. Ask a question phrased something like this: “All right. Is this the only thing that’s keeping us from moving forward on this?” It’s important to use the phrase moving forward instead of making a decision or signing on the dotted line because it’s a lot less threatening to your prospect.

5. Present the solution.

Only after you have completed the first four steps can you demonstrate how your product or service will meet the prospects needs and overcome their stated objection. This step may take some time. It may take time, but it’s all based on the prospects wants, needs and desires.

6. Close.

This step takes courage and confidence. When you know you have truly listened to the customer, when you have asked questions to get to the customer’s true needs, and when you’ve presented a solution that meets their needs and requirements, you’re ready to close – and more than likely, the prospect is ready to buy.


Until next time…get out there and Sell ‘em Up!
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