Objection! - Black Enterprise
Black Enterprise Magazine September/October 2018 Issue

If you are a salesperson who hasn’t heard the word “no,” then chances are you probably haven’t been in sales very long. In fact, it’s safe to say that once your product or service has been rejected by your prospect, that’s when the real selling begins. Just think of it this way: if there were no objections, there would be no salespeople; they’d just be people who take orders.

“Although objections are seen as barriers to sales, they really show you how to proceed with the sale,” says Barry J. Farber in his book, Superstar Sales Secrets (Career Press, $8.99). “They let you know the prospect’s concerns and allow you to demonstrate how your product or service can alleviate those concerns and fill the prospect’s needs.” So, instead of interpreting an objection from your prospect as “No, I’m not interested,” think of it as “I don’t see how your product benefits me; help me better understand.”

Farber offers some additional helpful steps to handling objections:

  • Listen to the entire objection. Salespeople are quick to jump in and finish their client’s objection, assuming that they’ve heard it before. Pause for a few moments after you’ve heard the objection so your prospect knows you are taking him seriously.
  • Rephrase/Convert. Rephrasing allows you to change a general concern into a specific problem that can then be addressed. An effective method is converting the objection into a question. For example, “So you’re saying that a reasonable price is important to you. Is that correct?” This not only clarifies the objection, but lets the buyer know that you have heard his concerns.
  • Present the solution. Once your prospect sees that you clearly understand the problem, proceed to explain how your product or service addresses that particular need. Be specific. It is difficult for a buyer to say no once you have shown him how you can effectively solve his problems. And if you continue to do so, you could have a customer for life.

In the sales game, your ability to deal with rejection will directly impact your capacity for getting past your prospects’ objections. Here are some books that will help you overcome that fear and make the sale.

Don’t Take It Personally! The Art of Dealing With Rejection
By Elayne Savage
New Harbinger Publishing, $12.95

Reject Me–I Love It! 21 Secrets for Turning Rejection Into Direction
By John Fuhrman
Markowski International, $10.95

The Joy of Failure: How to Turn Failure, Rejection, and Pain Into Extraordinary Success
By Wayne Allyn Root
Summit Publishing Group, $16.95

The 25 Most Common Sales Mistakes and How to Avoid Them
By Stephen Schiffman
Adams Media Corp, $6.95

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