I don’t know how many conversations I get into on “objections.” Less experienced sellers wring their hands, figuratively, worrying about objections. Poor performers are terrified, often taking objections personally.
- “How do I avoid or minimize objections?”
- “How do I best handle them?”
- “Should I try to anticipate and pre-empt objections?”
- “Should I do everything I can to avoid them?”
- “Should I ignore them, hoping they will go away?
- “Should I be worried about when the customer objects?”
I have a different point of view on these, perhaps a little unusual. While I don’t provoke objections, I think customers raising them is an important indicator. It tells me they are paying attention, that they are engaged in some way.
It would be far worse, if the customer didn’t object. The high probability is not that they agree with everything you say, rather they don’t care enough to object.
Objections, differences in views, misunderstandings are parts of every conversation. Their occurrence indicates people are engaged and paying attention. Selling conversations, problem solving conversations are about change. They are about raising problems, concerns, fears, doubts. We look at alternatives, evaluate the pros and cons of a change and solutions.
We want to encourage customers to raise their concerns and doubts, to challenge us so they can learn more. It’s knowing these, addressing them, coming into alignment with what the customer is trying to achieve and building their confidence in the decisions they are making. Objections are a part of that.
When we encounter objections, we should listen deeply. We should probe to understand what the customer is asking and why they might have a concern or disagreement. We should understand why it is important to them and what they might be looking for to better understand. We and the customer must take the time to understand, align, and move forward.
Our biggest concern should be the absence of objections.
Th
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