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Closing Sales And Overcoming Objections - Do You Cause "We Have To Think It Over?"

By Carl Davidson

Republish: EasyPublish™ Published: 19Aug2009 Word count: 701 Viewed: 199 time(s) Get Free Content For Your Site

We hate to think that we are the cause of the objections we get from customers, but in many cases, we do actually make objections happen. We all spend more time overcoming objections than we have to. One of the objections we often create ourselves is the dreaded "I have to think it over". After watching hundreds of salespeople close and do their best at overcoming objections, , I found that many of them accidentally create the objection, "We have to think it over" themselves. Ironically, they create the objection that prevents the sale from happening and then they have to come from behind in overcoming objections. The best technique for overcoming objections is to prevent them from coming up. Here are five easy ways we inadvertently cause this objection and some techniques that will help in overcoming objections.

Jargon

Many times we create the "think it over" objection by saying things the customer doesn't understand. If you use industry jargon that they are unfamiliar with, naturally people will need to think. Few will tell you they don't know what you are talking about, they will just refuse to make a decision. Listen carefully to what you say to customers. If your presentation contains industry jargon, model numbers and technical details, you may be causing some of your own objections. As a test, try doing your normal presentation to a friend or relative who is not in the same business you are. Ask them to make a note of any words you use that they do not understand. Carefully replace each of those terms with more understandable terms in common usage and your objections will decrease.

Use Everyday Examples

In addition to explaining features and benefits, be sure to use everyday examples your customer can relate to. For example, if you sell air conditioning equipment, your could say, "This is our RM2000 model with 100,000 BTUs and our Ramflo system that recirculates 300 CFM." That would definitely cause objections. It would be better if you took out the jargon but it would be even better if you simply said, "This system will make sure you will never be uncomfortable even if it's 120 degrees and humid or even on an afternoon in Atlanta in August". The more they can relate, the more they understand, the leads you will be spending overcoming objections.

Too Many Choices

When you start to close, just sell the model you know is the right one for the client. Do not show lots of models and lots of choices of options. Too many choices mean they have to think it over. Excess choice means you will be spending time overcoming objections that probably would not have come up if you had offered less choices. Remember, you are they expert. Tell them what they need and keep their decision simple.

No Reason To Act

Unless we give customers a good reason why they should buy right now, why should they? They were surviving without whatever we are selling when we got there and they will do OK after we leave too. Your presentation has to include a reason why today is the best day for them to make a decision. You are creating situations where the customer wants to think and where you are spending a lot of effort overcoming objections when this critical ingredient is missing from your presentation.

No Prepared Solutions

In our training, we teach how to have 10 or 15 ways prepared and rehearsed for overcoming objections. Without this preparation your rate of success in overcoming objections will be much lower. You need to create a page in a book for every objection you have trouble with and then write out good suggestions for handling them. We teach a step by step approach to do this but every objection needs practice if we want to be good at overcoming objections.

Try this simple test. A customer has just said they want to think it over. How many ways can you write down that you have practiced, drilled and rehearsed for overcoming objections? If you don't have at least ten ways that you have practiced, drilled and rehearsed, a little work in this area will help you dramatically with overcoming objections.

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