This month, we look at the final part of the sales process: handling objections and closing the order. Many salespeople fear hearing objections and are caught by surprise when they come up. During sales calls, that fear and surprise leads to lost orders and lack of performance. The best producers welcome objections; in fact, they work at smoking them out.

Objections give you a roadmap to tell you where you are in the sales process. One way to be comfortable with objections and avoid being caught off guard is to make a list of potential objections. Make your list and prepare your answers. By the way, I bet you cannot list more than five objections on any one product that you have. If you can, maybe you should forget that product.

Objections are really questions in disguise. Think about it in those terms when you make your list. Just turn your list of objections into questions and prepare your answers. If you don’t prepare for objections coming your way, you will probably react defensively, challenging your customer’s statement. Then the conversation becomes argumentative. This may not seem like an argument to you — you may consider it a debate or a rebuttal, but if you don’t cushion the objection, it is an argument. Obviously, it is not wise to argue with your customer.

Be prepared with a cushion. You don’t want to agree with your customer’s position, but you can extend the courtesy acknowledging their concern and responding to their question. Before you defend your position, say something like, “I appreciate your concern,” or, “I can understand, but let me show you how ...” Then go on to explain your benefit.

One way to do this is with the “Feel, Felt, Found Method.” Say something like,“I understand how you feel. ABC Company felt the same way, but once they installed our new widget they found that their costs went way down.”

Work on revealing objections during your sales call, handling them professionally, and getting back to selling.
Now let’s cover the most important step in the sales process: getting the order.

There are several closing techniques such as the Assumptive Closing Technique (assume the customer has given you an order), the Impending Event Closing Technique (there will be a price increase or the product will no longer be available), and Incentive Closing Technique (one free with five, special delayed billing, dating orders), among others.

There are different philosophies on closing the order. In the jan/san business, we rely on repeat business, so high-pressure sales tactics won’t get you very far. However, it is important to close the order before your competitor does. This can be done without high pressure if you plan your presentations well.

The “Trial Close” asks for an opinion and can be used almost anytime during a sales presentation. When things seem to be going well, just ask: “What do you think?” or “What is your opinion?” Then be quiet and wait for your customer’s answer.

If the answer you get when asking for an opinion is less than positive, you have smoked out an objection, so use your skills at handling objections and get back to selling. If the answer is positive, it might be time to move in for the close.

A close asks for a decision. For example, if the answer you get back is positive,” your reply could be, “Well let’s get started. When can we deliver your new ...? ” You are now asking for a decision and the order. All of this must be done in a soft-sell way in your own style, and must be well practiced. One of my favorite sales trainers, Zig Ziglar, says, “The C in close is for confidence, and without the C the word is lose.” So practice at perfecting your closes, build your confidence and let your competitors be the losers.

To share your selling ideas, fax: (414) 228-1134, contact Mr. Dixon at (877) 379-3566 or e-mail.




POSTED ON: 10/1/2004