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Face Your Fear Of Objection, Part 1

Find out why it doesn't have to be over when your prospect says no.

Opinions expressed by Entrepreneur contributors are their own.

Objections are what stop a sale. Period. You ask a prospectwhether he or she wants to buy your product, and the prospect saysit's too expensive. That makes sense to you, so the meeting isover, right?

Wrong. Instead, when someone objects, listen carefully. Does heor she really think the price is too high, or is "no"just a knee-jerk response? Customers rarely accept the first offerin any situation-especially when it comes to price. Objections arealso a way to buy time; your prospect may just want to think for amoment or hear about the product before making up his or her mind.So follow these tips:

  • Hear the prospect out. Regardless of the objection, lethim or her finish before responding. Many novice salespeople hearan objection and overreact. All they can see is a sale slippingaway, so they anxiously interrupt. This results not only in cuttingsomeone off but appearing as if you're dying for the sale.
  • When the customer finishes speaking, be empathetic.First, show that you understand the concern then begin dealing withthe objection. If it's price, agree that while initially, itmay seem high, it's not when you consider how the product orservice saves time, cuts costs, helps expand their business and soon. Don't sound like you're reading a script; mix thefigures and the anecdotes. Personalize it to the prospect'sbusiness. Show clients you know their needs. As always, stress thebenefits.

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