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Objections: An Essential Piece of the Sales Process

By Todd Liles February 23, 2012 Objections: An Essential Piece of the Sales Process

Objection handling can be a seemingly daunting skill to acquire for many sales technicians, service technicians, and CSRs in the independent contracting industries of HVAC, plumbing, or electrical.   For some, objections seem to be a source of conflict that make them uncomfortable or for others it may seem that clients with objections never invest in the service or products offered during a sale.  However Bo Bennett, founder and owner of Archieboy Holdings, eloquently put objections into perspective when we said,  “An objection is not a rejection; it is simply a request for more information.”  So when looking at objection handling from this proper perspective we see that if a potential customer does not have any objections, they will be the hardest to sell to because they have either decided that they don’t want to buy or they just want to get a price so they can “shop around.”

However, longtime business consulting expert, Dave Yoho, explains in this short video below that objections are a sign of interest. By paying attention to the areas of your presentation where a customer has objections, you will discover the topics that they find most important and most interesting.  So it’s important to see objections as areas with the greatest selling potential. It’s not necessary to become defensive or begin mentally preparing yourself for failure when you run into objections but rather use these moments as opportunities; because once a customer’s objections are overcome then a close is not far behind.

While training to have the right attitude about objection handling as well as learning to handle objections efficiently, remember these points from Dave Yoho’s informative video:

-“The power of an idea can be measured by the amount of resistance that it attracts.” – The areas in life that we are most passionate about are normally the areas that we are quickest to defend.  This same concept can be carried over into a selling situation.  You know that you have “struck a cord” of interest with a potential customer when they have their own thoughts and opinions in response to a point that you make in your presentation.  Thus, it is important to take a mental note of that topic and every time the subject arises you should make sure to thoroughly explain because if you can overcome the customer’s objections on the topic then making the sell will be a much smoother process.

“The more objections, the more opportunities to sale the prospect”- It can be easy for technicians to label potential customers with seemingly endless objections as “price searchers” or “difficult cases” but in actuality the more objections that a potential client presents, the greater a tech’s opportunity to sell.  There is a higher chance to sell because the client is specifically directing their concerns rather than making the technician guess potential questions or concerns.  More objections make for easier selling situations because there is an opportunity for a more thorough explanation of the areas that are important to the customer.  A technician must be knowledgeable on their company’s services and products in order to successfully overcome customer objections.  However, it is also important to remember that the more objections presented, the easier it will be to close the sale after the objections have been adequately handled, explained, and overcome.

-“Get closer and closer to the decision makers and ask them to make ‘yes’ or ‘no’ decisions”– While having a positive mindset about objection handling and knowing the proper objection handling techniques maximizes closing potential, it is also important to direct the presentation and options to the decision makers during a sale or service call.  When decision makers’ objections are properly and effectively handled it is important that techs know how to eloquently yet purposefully ask for the order.  The only way to set the sale in motion is to get a ‘yes’ or ‘no’ from the decision makers.  If a technician never asks for the order and waits for the customer to jump to the close then he will never know if he has overcome the decision makers’ objections to the fullest potential.  If the primary decision makers’ objections are fully handled and overcome then there is a strong likelihood that the sale will be securely closed.

When a service team has the right perspective on objections and has been properly trained on handling objections then there will be growth and success in making sales, setting leads, selling add-ons, and promoting service plans.  It is important to remember that objections are an essential part of the sales process and without them it is more difficult to make effective progress. We have many popular lessons specifically devoted to successfully overcoming the most prevalent objections.  Thank you for following our weekly posts.  Here at S.E.T. we turn learning into earning!

-Resource curated by Whitney Stewart of Service Excellence Training.

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