When we have an opportunity to make a sale and an objection arises, we view it as a stumbling block to reaching our goal. But what if we look at the objection from the client’s perspective.
Think about an objection you’ve had when buying a product or a service. What is it you’re trying to figure out? I believe an objection can be better considered as “an unanswered question.”
Let’s use a real experience from a few years ago. I bought QuickBooks to manage my business finances. After using it for a while, they notified me that I either had to upgrade the software or I would lose the ability to email invoices. I felt quite upset, even stuck as it seemed I was at their mercy. But being an orange personality who can sometimes be stubborn, I decided to beat them at their own game.
Instead of the upgrade, I made a PDF of the invoice, then printed, scanned and emailed it to my client. While it did take longer, I beat them by not having to pay the upgrade fee. But over time, more and more updates came, and I knew it was time to do something.
As I looked for options, I considered QuickBooks online, thinking it might be the best solution with the most flexibility and at a nominal monthly rate.
But when thinking of objections as opportunities, what were my three objections – my unanswered questions – as I determined whether to invest in this new option.
- The first question I asked was, “Would the ease of use surpass the more robust functionality of the earlier version?” I think everyone is interested in the practicality of a solution and how easy it is to use. We buy tools for their efficiency and effectiveness, so it’s a natural concern to question what a product or service will do for us. This concern is usually alleviated with a simple demonstration. Then you can compare what your existing system does and what the new solution will do.
- The second question is, “Will this solution do what I need it to do?” In considering QuickBooks online, I wondered, “Can I do my monthly finances with less error?” And more importantly would it help me with my monthly reconciliations? I had never figured it out in the old version because I just wasn’t willing to invest the time. Thankfully, the online version is incredibly easy to reconcile.
- The third question I asked, “Will it save me time or money or both?” I no longer wanted to spend an hour every month updating my financials. I needed to know what benefit I’d see if I decided to invest in their online version. Since I believe time is money, less time updating my monthly finances would give me more time to do more selling.
Now I spend only ten minutes a month to update my books because of the ease and flexibility of the online version. And I can reconcile without spending the time to learn their system or spending the $300 my CPA charged to reconcile it for me. It saves me time and I pay less.
Objections are the same as doubts or unanswered questions, but ultimately, they are opportunities.
Just be prepared to answer these three questions:
- Is it easy?
- Will it do what I need?
- Will it save me time or money?
These are the questions your prospects and clients are asking. How you answer them will determine the outcome of your selling efforts.