Sales Objection Algorithm

Professionals who have some experience in sales should be familiar with the objection algorithm. Every potential customer may have doubts. The task of a professional seller is to dispel them thanks to a reasoned answer. If this is not done, there is a high probability of losing a potential customer.

Why is it needed?

With personal interaction, doubts may arise at the beginning of the dialogue, when the client is not interested in communicating with the consultant, or after the presentation of the goods.

The classic scheme of interaction with the seller consists of the following elements:

• establishing personal contact and identifying needs;
• product presentation;
• processing objections;
• make a deal.

The situation may be such that the algorithm for working with objections will have to be applied already at the first stage. If you do not establish contact with a potential client, you can not count on a deal at all.

If a client is overwhelmed by doubts after the presentation of the goods, this is not so bad. This is a sign that he is interested in the product. However, mistakes made during the communication process can also result in a failed sale.

That is why it is important to be able to correctly apply the objection handling algorithm. For a sales specialist, this is the basis of career growth, and for his employer, an increase in profits.

Reasons for objection

To eliminate the investigation, that is, the objection, you need to know what became the reason for it.

So, suppose that a potential customer selects a product, carefully considers it, and at that moment a consultant turns to him with a proposal to help.

According to statistics, already at this stage, more than half of potential buyers give a negative answer, even if they would not be in the way of advice.

What are the reasons for this?

• A potential client assumes that the consultant wants to “push” the goods and therefore will be too intrusive, will begin to find out the reason for the refusal, etc. In this case, the client will not receive qualified advice, but at the same time take the time to fight off the annoying salesperson.
• The presence of negative experience. It is possible that the client had previously contacted a consultant who provided incorrect information and recommended inappropriate goods. It is not at all surprising if in the future the buyer refuses the advice of consultants for fear of receiving unskilled assistance.
• Spoiled reputation. The image of the company is created not only in the process of interacting with customers, but also through word of mouth, as well as information on the Internet. This does not mean that you need to personally explain to each client where the truth is and where not. It is enough to simply provide high-quality services, confirming promises with actions.
• Character features. Some clients may be unsociable and for this reason refuse contact with consultants. Someone used to rely only on their own opinions when making a transaction, etc.

The algorithm for working with objections to sales should take into account the reason why they arise. That is why a good specialist should understand at least the basics of psychology.

Types of Objections

It is worth noting that not only the reasons differ. The same goes for the types of objections themselves. They may be different. This is an important nuance, which should also take into account the algorithm for working with objections in MLM or another structure. Skillfully overcoming doubts, a competent salesperson is able to complete a deal even with a difficult client.

So what are the types of objections?

• It’s easier to refuse. This is perhaps the mildest failure. Clients give a negative answer without hesitation. The actions of a specialist in this case are delightfully simple. It is enough just to contact a potential buyer again. It is possible that this time his answer will be different without additional efforts on your part.
• Doubts. Such a client seems to refuse to purchase, but at the same time he is overcome with doubts. For the salesperson, this is the most loyal audience. The seller’s task is to “squeeze” the customer, convincing of the expediency of purchasing the goods.
• I almost agree. Such a client is almost ready to deal, but he is not satisfied with just one characteristic. The seller’s task in this case is to shift the emphasis towards the most priority properties for the buyer.
• Not now. Such a client seems to agree to a deal, he is happy with everything, but he is not ready to act right now. The reasons may be different. Perhaps he does not want to buy goods at all. But it may turn out that he does not have enough money or the approval of an important person for him.
• Categorical refusal. In this case, the customer does not need your product at all. It is not practical to convince him. This takes a specialist a lot of energy and time, but only in a small number of cases will bring results. It is better to direct your own forces to more loyal customers.

Knowing this information, it will be easier for you to apply the algorithm for working with objections to sales. After all, now you will be able to understand which clients you can negotiate with and which ones are best avoided in order to save time and energy.

Procedure

Knowing the algorithm, sales technique, working with objections is easier to carry out. So what actions does it include?

• First of all, you need to listen to the comments of the potential client, giving him the opportunity to talk. Try not to interrupt the interlocutor. The salesperson must carefully perceive the information using the active listening technique. This means that you need to agree with the client. If appropriate, repeat the last phrases and fill in the pauses with a debriefing.
• Consent. Now the seller must move to the client side. If the client assures that the price is high, the manager should not resist. It is better to say that the price of the goods is really high, but this is justified by the appropriate quality.
• Answers on questions. The salesman will have to be patient. Questions of potential customers can be very different. Complex and simple, strange or mundane, etc. The specialist should listen carefully and give the most complete answer so that the client does not have any questions.
• The completion of the transaction. If all the previous steps have been successful, it is possible that the client is ready to make a purchase. The salesman only needs to be reminded of the product. It is advisable to use the information obtained at the initial stage when the needs of the client were clarified.

Objection handling algorithm: examples

Any theory will be useless if it is not put into practice. To better understand how to negotiate with customers, let's look at a few examples of objection processing.

• "It is expensive".
• "I'll think about it".
• "No money".

"It is expensive"

Suppose you already know the algorithm for working with client objections and now the time has come to put it into practice. You enter into a dialogue with a potential buyer, describe in detail the advantages of the product, but the interlocutor interrupts you or, after listening to the speech to the end, says that it is too expensive for him.

It is worth saying that such an objection in sales is quite common.

First of all, it is worth identifying the reason by asking the client a few additional questions. For example, why do you think so? The reasons may be different. Perhaps the client knows where to buy a similar product cheaper or just wants to get a discount.

Objection Handling

Further actions depend on the response received.

• If the client knows where to buy cheaper, you need to find out with what the goods were compared. As a result, you can reduce your answer to the fact that the offer of competitors is of lower quality, and your product justifies its own price.
• If the client wants to receive a discount, this does not oblige the seller to provide it. You can insist that the price is consistent with quality. If you reduce it, you will have to work at a loss, which negates the whole point of the seller’s commercial activities.
• If the client does not have a sufficient amount, try to pick up a similar product that will have a lower cost compared to the initial offer.

This is precisely the algorithm for working with objections to sales, the examples of which we are considering.

"I'll think about it"

This objection may have some variations. For example, a request to postpone a product or a promise to return for it later.

In this case, the customer is likely to doubt the purchase. Therefore, performing the exercise according to the algorithm for working with objections, you need to find out the reason. Check with the buyer what specifically does not suit him.

It is possible that the problem is that the client has not received enough information, but is afraid to admit it. Perhaps, to conclude a transaction, it will be enough to conduct a detailed presentation of the product, focusing on its advantages.

"No money"

Typically, such an objection leads sales managers into a stupor, because it jeopardizes the whole deal. Some customers say so quickly get rid of the intrusive seller. However, some may be affected even by a small discount, which reduces the price of the goods.

There are those who come back later. Therefore, the task of the sales manager is to present the product in detail, describing the benefits in particularly detail. Based on the results of the dialogue, the client must be convinced that he is being offered a useful product.

All these scenarios can be worked out with an artistic partner to feel more confident when working with a client.

What is ISIS?

The algorithm for working with objections, or rather one of its types, is called this abbreviation. It is believed that ISIDA has a good effect. Its name consists of several words, each of which constitutes the essence of the algorithm.

• True. First you need to find out the true objection, which has become an obstacle for the customer to make a purchase.
• Consent. Instead of immediately starting to argue, just agree with the client. So he will understand that you are on his side.
• “And” instead of “but.” Do not use “but” in the dialog. This creates the feeling that you are about to start arguing with a client. This cannot be done.
• Another opinion. Now give an alternative opinion.
• Argument. It is desirable to bring convincing facts in support of your own words.

A similar algorithm for working with objections in the bank will also be relevant.

Tips

Work related to sales and direct interaction with customers is not easy. However, there are some tips that will make it more effective.

• First of all, carefully read the characteristics of the product. Your task is to know as much as possible about him.
• Ensure quality and collect as much evidence as possible. Otherwise, it will be extremely difficult to convince the client simply by saying that your product is really high quality.
• Stock up on tremendous patience. The sales manager must remain friendly, even if the customer does not respond the same.
• Learn to listen carefully and try to remember what they say to you. The information that you receive from the client is useful for further argumentation.
• No need to be afraid of additional objections and questions. They show that the client is interested in your offer. In addition, entering into a dialogue with him will be much easier than with a silent interlocutor.
• Stay confident. If you worry and doubt what has been said, the client will certainly notice and suspect that you are deceiving him, even if it is not so.
• Make a list of product benefits in advance so that you do not have to improvise and mislead customers by providing false information.
• First, make a presentation of the product, name the benefits that the client will receive after purchasing it, and then proceed to discuss the cost.

Now you know that any buyer's objection can be processed. And if you do it right, you can make a deal.