{"id":69275,"date":"2022-06-09T11:39:00","date_gmt":"2022-06-09T15:39:00","guid":{"rendered":"https:\/\/www.shortform.com\/blog\/?p=69275"},"modified":"2022-06-22T14:10:52","modified_gmt":"2022-06-22T18:10:52","slug":"how-to-handle-objections-in-sales","status":"publish","type":"post","link":"https:\/\/www.shortform.com\/blog\/how-to-handle-objections-in-sales\/","title":{"rendered":"How to Handle Objections in Sales: 3 Techniques"},"content":{"rendered":"\n

Do your customers bring up objections? Do you need to know how to handle objections in sales<\/a>?<\/p>\n\n\n\n

In his book Secrets of Closing the Sale<\/a><\/em>, salesman and author Zig Ziglar goes over three techniques to address customer objections<\/a>. These techniques include addressing objections immediately, appealing to logic and emotion, and staying calm.<\/p>\n\n\n\n

Below, we’ll go over the three techniques on how to handle objections in sales.<\/p>\n\n\n\n\n\n\n\n

How to Address Objections Effectively<\/strong><\/h2>\n\n\n\n

Your customer will likely bring up objections, writes Ziglar. This is good because it means the customer is seriously considering the purchase. Nonetheless, you must address all objections effectively to make the sale<\/a>. <\/p>\n\n\n\n

(Shortform note: In Sell or Be Sold<\/em><\/a>, Grant Cardone proposes that perhaps you don\u2019t<\/em> need to address all objections yourself: Allow the customer to address their objections<\/a> by asking them what they would do about the problem they\u2019re raising. If they propose a viable solution, then you\u2019ll have even greater <\/em>certainty that the customer is serious about buying.)<\/p>\n\n\n\n

If you want to know how to handle objections in sales, use these three techniques:<\/p>\n\n\n\n

Technique #1: Elicit And Address All Objections Immediately<\/h3>\n\n\n\n

Elicit the lead\u2019s objections before they bring them up themselves so you can address them immediately<\/strong>, suggests Ziglar. Do this by asking targeted questions; for example, \u201cDo you have any concerns about the durability of this smartwatch?\u201d If the lead voices a concern, address it head-on. <\/p>\n\n\n\n

(Shortform note: One of the most effective and trust-building ways to address objections is to acknowledge your or your product\u2019s flaws when applicable, writes Mark Manson. Doing so makes companies more likable<\/a> and turns their imperfections into assets. For instance, you might acknowledge to a customer that your company\u2019s not great with customer service but that you\u2019re working hard to improve and that their feedback on it is valued. This greatly increases customer trust and may be enough to overcome an objection.)<\/p>\n\n\n\n

If the lead flat-out says no to the purchase, straightforwardly ask why they\u2019re not interested and then address those objections, advises Ziglar. <\/p>\n\n\n\n

(Shortform note: While Ziglar recommends persisting in eliciting objections even once the lead has given a firm \u201cno,\u201d sometimes, a \u201cno\u201d really means the lead isn\u2019t going to buy. If there\u2019s an opportunity cost to persisting with a difficult sale<\/a> (for instance, if you have other prospects you could be visiting), consider terminating the pitch and moving on.)<\/p>\n\n\n\n

Technique #2: Address Objections One at a Time, Appealing to Logic and Emotion<\/h3>\n\n\n\n

When handling objections in sales, do so one at a time, while always appealing to the customer\u2019s logic and emotions<\/strong>, advises Ziglar. Addressing objections one at a time keeps you in control and maintains the clarity of your pitch. Also, structure your responses to objections so you first logically and then emotionally invalidate them. <\/p>\n\n\n\n

For instance, if your customer is worried about using their smartwatch for swimming, first assure them that the watch is designed to be water-resistant up to 20 meters (logic), and then assure them that if something does go wrong with the watch while swimming, they\u2019ll get a free replacement (emotion).<\/p>\n\n\n\n

Technique #3: Stay Calm When Objections Are Unfair<\/h3>\n\n\n\n

If the lead raises an objection you feel is nonsensical or even malicious, maintain your positive attitude by responding courteously and thoughtfully<\/strong>, insists Ziglar. You can do this by agreeing with the customer on their objection before addressing it.<\/p>\n\n\n\n

(Shortform note: In Sell Or Be Sold<\/em><\/a>, <\/em>Grant Cardone presents another reason why maintaining a positive attitude in the face of objections is important: If the lead buys, you can sell your continued kind and patient service as a feature of the product<\/a>. If the lead is impressed with your calm and courteous demeanor, they may be willing to pay extra to secure your help.)<\/p>\n\n\n\n

Alternative Advice on Handling Objections<\/strong> in Sales<\/h3>\n\n\n\n

Jordan Belfort also recommends addressing objections one at a time, but he recommends first deflecting the objections by repeating your script to outline the more general value of your product\u2014essentially, he advises that you re-present the emotional and logical case for your product. He calls this process \u201clooping,\u201d because it\u2019s a process wherein to address an objection, you loop back to your presentation<\/a>. If the customer again objects, then Belford advises that you address the content of the objection specifically. <\/p>\n\n\n\n

The difference between this approach and Ziglar\u2019s is that while Belford suggests “deflecting” the customer’s concern and returning to the script, Ziglar advises immediately addressing the specific content of each objection the first time a customer raises it.<\/p>\n","protected":false},"excerpt":{"rendered":"

Do your customers bring up objections? Do you need to know how to handle objections in sales? In his book Secrets of Closing the Sale, salesman and author Zig Ziglar goes over three techniques to address customer objections. These techniques include addressing objections immediately, appealing to logic and emotion, and staying calm. Below, we’ll go over the three techniques on how to handle objections in sales.<\/p>\n","protected":false},"author":14,"featured_media":59551,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_jetpack_memberships_contains_paid_content":false,"footnotes":""},"categories":[45,79,103],"tags":[648],"class_list":["post-69275","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-business","category-entrepreneurship","category-sales","tag-secrets-of-closing-the-sale","","tg-column-two"],"yoast_head":"\nHow to Handle Objections in Sales: 3 Techniques - Shortform Books<\/title>\n<meta name=\"description\" content=\"Addressing customer objections is one of the most important steps in making a sale. 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