How to handle sales objections from tough prospects

Sometimes, you’re face to face with a prospect (most times the best prospects are too busy, so don’t be bothered when they seem so difficult to reach);

You’ve built rapport, so a level of trust has been established.

You’ve asked open-ended questions and listened attentively to identify the client’s emotional needs; to be sure the client can pay for your product.

You’ve listed the features of your product that addresses the prospect’s needs, stated the benefits of these features and how they apply specifically to the prospect’s situation.

You’ve asked for the sale, helping the prospect make a decision. ‎

Then you hear the ‘magic words’ from the prospect, “it is too expensive.” Don’t be moved.

An objection is only a question not a rejection (we give up too soon). An objection means;

The prospect is interested but needs further clarity on how the value they’ll get from your product or service will be worth more than the price they’re paying.

The prospect was paying attention and was listening to you all along.

So what do you do?
1. Find out if price is their only concern; let them agree that if the price issue is addressed they will buy.

2. Find out what specific feature and benefit they like about your product or service.

3. Give the prospect practical descriptive scenario of how the benefits of the product apply to their situation and prove it is the best product for them to meet their current need. Here you can also use testimonials, pictures of your clients using your product or give your personal guarantee about what you’re offering.

4. Ask a series of at least 6 closed ended YES questions at the end of the presentation e.g. “Mr. Prospect, I’m sure you agree this is practical enough?” “Yes”; “I’m sure you agree it will be able to solve this problem?” “Yes”; “I’m sure you agree I’ve covered the features extensively?” “Yes.”
Every YES answer predisposes the client to saying a final YES when you ask for the sale.

5. Ask for the sale again: This time you can take a step further by giving them a pen and showing them where to authorize (avoid using the word sign).

Using these, you’ll definitely make more money, even in a recession.‎ At the end of it all, don’t leave the presence of a prospect without asking for a referral.

Iyore Ogbuigwe is a Peak Performance Sales Coach specialised in training individuals and organisations on ‘How to Sell When No One Wants to Buy.’