Overcoming objections and closing

"Overcoming objections and closing the sale are the very heart of selling...

Overcoming objections

Preparation is essential in order to both anticipate and develop effective techniques in overcoming objections. …

Effective techniques are available and their success has been proven."

These include:

• Listening skills,
• Asking why or specific questions to put the onus on the prospect to justify the objection,
• The "yes but" method (agreeing that the objection is understandable but incorrect because…),
• Turning objections into reasons for buying,
• Admitting valid objections but offsetting with other advantages,
• Deferring the answer to the objection.

Sensitivity in choosing the right techniques is vital and there is no substitute for the development of a finely honed skill in their use. A definite plan should be developed so that nothing is left to chance. As a result the salesperson will have no surprises when attempting to overcome objections...

Closing

The close is the climax of the sales presentation. It is the point at which the buyer agrees to purchase the product or services. This… is the result of a carefully planned procedure. A good salesperson determines what the prospect wants or needs; builds value to a point higher than the price asked; and climaxes the presentation by securing the order" or a commitment to prescribe.

Effective techniques for closing include:

• Assuming the sale has been made,
• Building a series of acceptances,
• Summarizing the benefits,
• Getting decisions on subordinate points (e.g. choosing options such as the color of the car before asking the customer to commit themselves to buying the car),
• The contingent method (e.g. "If I can convince you of x benefit then you will agree to buy, won't you?"),
• Impending event method (reasons for the product/price mix being available for a limited time only)
• The Ben Franklin balance sheet close (listing the benefits of promoted product and a competitor product for comparison)
• The special offer
• The trial (a small order or product provided for a limited time, e.g. samples)

- Pederson, Wright, Weitz (1984)

Pederson, Wright, Weitz. Selling: principles and methods. 8^th Ed Homewood, Illinois. Irwin 1984