Before you can overcome an objection to a sale, whether it is for a product or services, it is important to understand what a sales objection truly is.
In the context of our industry, a sale can be defined as receiving the “go-ahead” and “yes” from a prospect to move forward on a remodeling project and an objection to that is leaving the meeting without the initial deposit to start moving forward with the project. Perhaps the prospect wants to speak with one more kitchen and bath company before committing to anyone. Overcoming these sales objections is key to your business’s success.
A prospect’s challenge to or rejection of a product or service’s benefits is a natural part of the sales process. Common objections often have to do with budget, authority, need, and timing (BANT).
Although an objection from a prospect is disappointing, especially if you felt the sales meeting went well, there is a process to understand the objection and turn it around into a sale. After all, even an objection is an indication that the buyer is engaged, and with the proper steps, you can overcome that objection.
Overcoming sales objections
Sales objections are unavoidable more often than not. In the kitchen and bath industry, the decision to choose the perfect design firm and turn their house into their dream home is a very big decision for most people. Kitchen and bath remodeling projects are a very personal and large monetary investment. Quite often, the homeowners have saved money for a long time before they could start to dream about their new kitchen or bathroom. And remember, any sale is usually met with at least one objection. It is a natural part of the process.
Technology is an amazing thing that exists in the world. We have the technology to answer any question at any time in any location at a moment’s notice. You can be in a car, restaurant, grocery store, or even in the middle of a meeting. If you have a question, pull out your phone and instantly find the answer. These resources can also steer prospects towards objections because they can do all kinds of research before and after meeting with you, drawing out the sales process. Remember, there is a tremendous amount of information available to them, even before your first conversation with them. A well-researched prospect can, and often will have more objections. Therefore, you must find a way to have technology work to your advantage in the sales process and overcoming buyer objections.
“Every sale has five basic obstacles: no need, no money, no hurry, no desire, no trust.”
Objections are not ideal, but they are not all bad either:
- Questions by a prospect are good. This means they are engaged.
- Objections indicate interest.
- When a prospect has an objection, you now have a clearer view into their mind and what they are thinking. That can help you steer the conversation.
- Answering a prospect’s questions gives you the opportunity to build trust and show your expertise.
How can you face sales objections head-on and overcome them?
- Listen – Do not interrupt and listen fully to the buyer’s objection. This helps build trust and build the relationship you will have once you get the sale.
- Understand – In many cases, the prospect may not articulate their question clearly. Again, really listen and listen from their point of view, not yours. Repeat their concern which helps you confirm that you do understand their objection and it shows that you are listening.
- Validate – When you validate their concerns, prospects understand that you will truly try your best to find the right solution and that they are being heard. Remember, a remodeling project is very personal to homeowners so knowing their concerns are being addressed is important to them.
- Respond – Answer their questions honestly. Prospects are trying to make a decision and they need to know that you care about their objections.
- Follow-up – When you ask follow-up questions, you understand better what is on their minds and gather more information. With more information, you can formulate a solution to their objection.
- Proof – Often you can relay a story about a past project in which you solved the same problem which is now being raised with your current prospect. Success in that project can put their minds at ease when they understand there is a solution to their objection.
- Anticipate – Simply stated, be prepared. Be ready for objections so that you are not off guard. If you can address an objection immediately, that is an advantage for you.
- Value – You and your entire team need to be able to communicate your value to prospects as a company and as individuals. Proper training is key. And truly understanding your value is vital. You do not want price to be the sole priority for prospective customers and the biggest deal-breaking factor for your sales. That is a difficult way to become and remain a profitable business.
- Proactive – Be prepared. Show your expertise. Know your product and service capabilities well. Preparedness will help you face prospects’ objections in real-time.
- Trust – Build trust with the prospect by listening to their objections, really listening. Take a customer-focused stance when working with them. This is their project, but they need your expertise so they need to know they can trust you to implement their dream project.
- Confirm – Be sure that you answered their objections, and their questions are answered. If you have not answered their concerns, an unnecessary obstacle has just been placed in your path to closing the sale.
Remember sales objections are a part of the process.
Do not accept objections easily and declare yourself defeated immediately, simply because objections have been raised. Objections really are just questions and an opening to further conversation. Of course a quick “yes” during your first meeting is what we all want to happen, but objections are part of the sales process. If you take the right steps to handle these objections, you can absolutely turn these prospect meetings into sales success. Take the time to take the proper steps in handling these objections and you will see more successes than failures. Happy Selling!