Let’s talk about the process of overcoming objections, which we call “align and redirect.” First, we all know that objections are a part of sales. “No money, not the decision maker, wrong timing, have a similar solution, too complicated.” Many salespeople want to redirect a prospect’s attention the moment he or she raises an objection, but that comes off to the prospect as greasy. Instead you must handle objections as follows:
First, acknowledge the objection and don’t take it personally – it has nothing to do with you. Remember that selling happens when people are in rapport. If you ignore a valid objection, you are not in rapport with that person. Many salespeople see this as an opportunity for debate about the validity of the objection. (“If you think we’re too expensive, then you haven’t done your homework.”) It is not. It is also not a reason to validate the objection, thus letting them off the hook. (“You’re right. We are too expensive.”) Instead, it is an opportunity to acknowledge the objection. (“I hear what you’re saying, and it’s not unusual for someone to have that response when they first hear about this.”) Then, redirect them away from their objection and back to their need – their biggest need, the one that is tied to their mission and vision. (“Let’s look at your long-term outcome again, and see if we can get some clarity about the value of hitting your goals.”)
If you don’t know the long-term outcome, there’s only one reason. You didn’t ask. If you didn’t ask, then you are not enrolled in your prospect’s ultimate goals, and you have no right pretending to be a partner.
If you do spend time listening and asking questions about their ultimate mission or “ends need,” then you will be able to align with your prospects as a partner. You will acknowledge their objections and redirect the conversation back to solving their ends need.
