Handling objections over the phone: methodology and ready-made scripts

The vast majority of sellers do not like objections, and if such a seller, why don’t you sell so much? He usually begins to list the objections that he heard from the client. In fact, the stage of overcoming objections is the most important in terms of the personal growth of the seller as a specialist. If the seller analyzes the reasons for objections and makes adjustments to his work, then success will not be long in coming. But most salespeople perceive an objection not as feedback on their own work, but as a difficulty. This is what prevents many people from developing in sales.

What is a customer objection?

A customer objection is a defensive reaction to the seller’s actions, usually in establishing contact and completing the transaction, but can occur throughout the sale. It is important to understand that the client always strives to protect himself, and the seller is perceived as a certain threat to his peace of mind (when establishing contact) and well-being (when completing the transaction). Objections are an integral and necessary part of the selling and persuasion process in general.

Objections are formed at the conscious and unconscious level of perception. Unconscious objections are a reaction to the seller’s invasion of the client’s personal space; the client utters them arbitrarily, almost without thinking. Any non-standard action by the seller can help overcome such objections. If the seller faces a large number of such objections. Then he needs to work on his behavior - sales script, correct pronunciation of phrases (paraverbals), non-verbal behavior. Such objections are not related to the product, they are related to the behavior of the seller and the perception of the customer.

Conscious objections are objections to a part of the proposed product. That is, if the client is not satisfied with the specific characteristics and benefits announced by the seller. Such objections always arise because the client wants to get more for less money.

The most important thing a salesperson must learn about objections is:

An objection is a reaction to the actions of the seller. By changing your actions you can change your reaction and avoid objections;
Objection is the same physically inevitable process as friction when objects come into contact. If the client does not object to you, then he will buy without you and your merit in the sale;

Having understood and realized these two simple points, you must learn to accept the objection and rejoice at the very fact of the objection, as it brings you closer to the sale.

What is working with client objections?

Working with the client’s objections (often called working out objections, fighting objections, overcoming objections) is the activity of the seller, aimed at removing conscious and unconscious barriers that interfere with the purchase. Overcoming objections is an integral part of any sale, and every seller must know the types of objections, the stages of handling objections and prepared options for responding to frequently encountered objections.

Dealing with client objections is the fourth stage of sales. So, the presentation of the product to the buyer has been carried out and the client, as a rule, has objections. There are, of course, times when the client is simply silent and has no objections; in this case, you can immediately move on to the stage of completing the transaction. But as a rule, the client does not easily agree to buy the product; he almost always has doubts; in this case, the seller applies the stage of working with objections. Clients are different, but it is important for you to know and understand that an objection is a sign of interest and by correctly handling this objection, you can add several arguments in favor of your product. Conversely, by answering an objection incorrectly, you can ruin the deal.

Types of objections

Objections are divided into true and false. Overcoming true objections leads to a deal, overcoming false ones leads to new objections. This happens because the client does not want to make a purchase, and politeness or something else prevents him from telling you this directly. In addition, it is necessary to distinguish objections from conditions. Conditions are real factors that do not make it possible to sell a product, for example: a person will not buy a car if he does not have a driver’s license.

False objections in sales

False objections are formed mostly under the influence of the unconscious. Although there are cases that the client deliberately gives a false reason. So it’s not convenient to voice the truth (for example, there is no money). There is no particular point in responding to an essentially false objection. We’ll talk about what to do with false objections a little later.

True objections in sales

True objections are the client’s logical justification for the inappropriateness of the purchase. Working through true objections leads to sales; you need to be able to work through them according to the stages of working with objections.

Is it possible to avoid objections over the phone?

There is an opinion that working with objections over the phone consists of correctly identifying the needs of a representative of the target audience and a competent presentation. If everything goes quite professionally, then the client will only have one question left: “How to pay?” Is it true?

Specialists who create and test sales scripts are convinced that even with a super-competent approach and perfectly executed dialogue, you will have to face customer doubts.

A little later we will introduce you to the rules for constructing a conversation, but first you need to understand the reasons for doubts and, accordingly, objections.

This is necessary so that you can look at the situation a little differently. So why does the client have doubts?

he does not agree with your arguments;
he is not satisfied with the proposed conditions;
the price doesn't suit him;
he has no need;
he is not in the mood;
he wants to assert himself;
he wants to reduce the price;
he does not want to reveal all his “trump cards”.

This is not a complete list of the most popular reasons for objections. If you look at them carefully, you will see that some of them are completely avoidable, and some are not.

For example, the correct argumentation, new conditions, justification or price reduction, the formation of a need - this is what will help eliminate a number of objections.

However, you cannot cope with the following four reasons. Agree, if a person is not in the mood, then you can organize an entire entertainment program, but this is unlikely to change the situation.

Call management

We process customer messages efficiently and on time

More details

The picture is similar if the client wants to assert himself or deliberately lowers the price.

In addition, the defendant may create the illusion of doubt, hoping that he will be offered more favorable conditions.

note

: You must understand that in B2B and B2C sales there are different scripts for working with objections over the phone. In this case, we are not talking about the structure of the dialogue, but about its content.

Stages of handling objections

Objections are usually processed according to the following scheme:

Listen carefully to the objection. Do not interrupt the client even if you already understand which way the client is going, use the technique of active listening. At the end of the client’s phrase, you can say “I heard you”;
Agree with the objection. Also called psychological connection, you need to show that you understand and agree with what the client has voiced, for example: “I completely agree with you, saving money is very important...”
Give a reasoned answer to the essence of the objection, show the client a way out of the situation;

These stages are a classic model for handling objections. Every salesperson should be able to handle objections this way.

Let me give you an example of working with the “yours is expensive” objection:

Client - “... I compared your prices with competitors and you are more expensive!”

Seller (option 1) - “I completely agree with you, the issue of saving is very important. That is why, unlike our competitors, we include in the price all the costs of servicing the product purchased from us. By purchasing a product from us, you will pay more, but you will be able to save time and money in the future on servicing the product.”

Seller (option 2) - “I'm glad you paid attention to this! Indeed, our prices are slightly higher than many of our competitors. Because we think about our client and count on long-term cooperation, and not just quickly sell low-quality goods"

It is clear that this is just an example, but it shows the general scheme for working out objections. It should be noted that in sales, objections are usually the same and you can prepare good answers to them in advance.

False objections and how to deal with them

If everything is generally clear with true objections, then many sellers do not know how to work with false ones. When communicating with sellers, I most often hear the following objections: “I need to think,” “I’m not ready to make a decision right now,” “I have everything,” these are just examples that exist in almost all sales. There are many more false objections and sometimes they are difficult to distinguish from true ones. But it is important to understand that behind every false objection there is either a true objection (for example, many clients are embarrassed to say that I don’t have money or this is expensive for me, but will simply say that I need to think about it), or a condition that prevents them from making a purchase .

To learn how to handle false objections, you need to have extensive experience in selling a given product, since you will have to guess at random which objection is true or false. But regardless of experience, it is important to know not to respond to a false objection. You will simply waste time, and maybe completely ruin the sale. Another point to keep in mind: most false objections are due to flaws in needs identification or presentation. And if you constantly hear the same false objections, then you need to change your needs identification and presentation.

Ways to deal with false objections

The goal of working out a false objection is to get a true objection from the client. All methods will not be standard; they must be used depending on the situation. combine.

Ignore the false objection. That is, they told you “I need to think,” and you continue to talk about the product or even try to complete the transaction.

Try to bring out the sincerity. In this case, you gently tell the client “well, that’s not the reason, let’s lay out what it really is.” Naturally, not in direct text, but carefully. For example, “Are you saying that you need to think about it just because you don’t want to refuse me? I’m an adult and I can handle rejection.”

Method of summing up benefits. The essence of the method is to once again list what he will receive from the transaction. Example “...Look, by purchasing our product you will receive: high quality, savings, a lot of emotions from use, new opportunities. Are you saying that you need to think?”

Ask a limiting question. For example: “is this the only thing that bothers you?”, “I understand that if you solve this problem, you will buy the product?”

Very often, the stage of working with client objections is called combating objections. Personally, I categorically disagree with the term “fight”, there is no need to fight objections, objections are an integral part of selling, only those who don’t care don’t object. Even if you can't overcome objections, you should still proceed to the last stage of sales - closing the deal.

Why determine customer needs

The client is the most important part of the turnover process of an enterprise or company. The company's problem is built on the basis of the buyer's problem, by solving which both parties achieve their goals. This means that the organization receives income.

It seems that it could be simpler?! Identify the buyer’s needs and present a service or product that will satisfy this need. But in reality, sellers sometimes do not understand what is the best way to find out what the client needs.

The organization repeatedly faces the challenge of identifying customer needs. Initially, this occurs before the launch of production or promotion of a service and before the approval of all stages of marketing.

In any case, you need to keep in mind the rule: do not sell what you have produced, but produce what you will definitely buy. Initially, it is necessary to study the needs of the market and only then begin to develop the product.

Thus, the first priority is to identify needs according to stages. We study the entire target audience that we have. For example, children are recommended to wear orthopedic sneakers. Target audience: children from one to 14 years old.

Now let's divide the audience into separate parts and determine the needs in a narrower direction. It is easier for preschoolers to put on shoes with Velcro, and older children know how to tie their laces beautifully.

According to the research, it is possible to sell goods or services that will definitely be purchased.

When developing stages of marketing, needs must also be taken into account. Let’s say that clothes for children are purchased by parents who pay attention to the composition of the fabric, temperature characteristics, wear resistance, etc. All these qualities are recommended to be used in advertising campaigns.

Expert commentary

“We have a responsibility to make our customers happy in any way possible!”

Alexey Molchanov, founder of the international IT company Envybox

The current situation in the country and the world is gaining more and more momentum every day.

Today, every entrepreneur asks the question: “What will happen to my business now?”

If you succumb to general panic and “freeze” the company’s activities, then this will not lead to anything good. If you see that a crisis is inevitable and the company’s income is already beginning to decline, do not suspend your activities. Do not under any circumstances reduce your advertising costs or stop promoting (unless, of course, you are closed due to Government Decree).

Direct maximum efforts and attention to promoting your company and increasing the flow of new clients.

In order for you to have an understanding of how to behave during a crisis, I will share with you useful tools that helped us not only overcome the crisis, but also emerge victorious from it.

Below you can use simple and accessible tools for any company to attract a stable flow of new customers or return existing ones. And also, as a bonus, get free use of our services

to increase requests from the site within 7 days and a 30% discount on their connection. We wish you good luck, new clients and big sales!

High school students have the opportunity to visit stores on their own. And they will look at fashionable things or something similar to the clothes of famous people. Naturally, this fact also cannot be missed when presenting the product.

The needs at this stage are clarified through research, competitor analysis, and creating surveys. Next, you need to create a map of what individual segments of your target audience need.

But this is not the end of the process. Needs research also comes into play at the point of sale. So for what purposes is this necessary?

Reasons for determining what the buyer needs at different stages of promoting a service or product:

One product can satisfy a variety of needs, which means it has to be sold in different ways.
For example, one person buys a laptop to communicate with children using Skype, while another needs to be able to use office programs at home. Having found out this information, the consultant presents the first buyer with a laptop with a large monitor and good sounding speakers, and the second buyer with a computer with a large set of licensed programs and installed widgets.
Having studied the client’s requests, the seller competently sells the product.
Often the most difficult stage of selling is dealing with buyer objections. With the correct definition of needs, it is easier to provide a series of arguments that will help convince the client to make a purchase.
And, importantly, show the true value of the product specifically for this person.
Knowing the client’s needs, it is easier to establish a trusting relationship with him
and express words of support and understanding.

Examples of working with objections

There are a huge number of objections in sales, and there are also many sales tactics. Therefore, let’s look at examples of working out the most popular objections using different methods. I’ll say right away that the stage of joining an objection was not mentioned in the examples below, this does not mean that it is not needed.

Method of working out objections using questions

You can make the client question whether their judgment is correct. Example:

Client: “Your place is expensive”

You: If we were expensive, so many clients wouldn’t work with us for many years. Why do you think they buy from us?

You can also clarify the information that the client expressed to you. Example:

Client: “Expensive”

You: What are you comparing it to?

You: Why did you decide that?

You: What is precious to you?

You: How much is inexpensive for you?

Comparison method

Compare what we have now and what you offer. Show differences that the client did not pay attention to. Show that you can see wider. Example:

Client: “Expensive”

You: Let's compare. What batch size are you taking? How often? What are the terms of payment? What delay? What is the amount of trade credit? What is the quality of the product? Who is the manufacturer? Which warehouse is it shipped from? Whether there are available? In what batches? What additional range do you take in addition to this product? Did they have a quality problem? How quickly do they return in case of defect? What warranty terms do they provide? What additional services do they offer? Do they have a service station? How long has this company been on the market to guarantee the fulfillment of the obligations it undertakes?

The “yes, but...” method

A very common technique, the client speaks a lot of true objections to the point. For example, your product may really be the most expensive on the market; it is important to explain to the client why this is happening. Example:

Client: “Your place is expensive.”

You: Yes, but we have a quality product.

Client: “I’ve heard negative reviews.”

You: Yes, but there are much more positive reviews from satisfied customers.

Client: “It’s taking you a long time.”

You: Yes, but we have a lot of goods and absolutely everything is in stock.

Client: “No money.”

You: Yes, but we have the option of a loan (leasing).

You: Yes, but let's meet in the future.

Client: “Competitors are cheaper.”

You: Yes, but let's compare...

That is why

The method is in many ways similar to the previous one. This technique may also be suitable for working out false objections.

Client: “I’ll think about it.”

You: That’s why I want to meet with you, tell you everything, so that you have something to think about.

Client: “Good personal relationship with the current supplier.”

You: That’s why I want to start cooperating with you, so that you also have good personal relationships with us.

Client: “I don’t want to pay an advance payment.”

You: That's why we have a lot of other advantages that will compensate for this.

Client: “There is a supplier.”

You: That’s why I would like to meet with you to tell you about our advantages.

Client: “Your place is expensive.”

You: That's why I want you to take only a trial batch. So that you can see for yourself that our product is worth the money.

Types of objections

Now we can identify the types of objections, this will help us understand how to work with them as effectively as possible. This is one of the most important steps. Neglecting it is the same as playing football with a basketball and wondering why it doesn’t work out well.

Type 1. Excuse

Most often we encounter this type of objection in sales when working using a cold calling script.

When making cold calls, we hear these objections at the very beginning of the conversation, when the client wants to end the conversation with such excuses as soon as possible and for you to get rid of him.

That's enough, stop it!

For example, these can be short and vague phrases like “We don’t need anything/I don’t need anything”, “Not interesting”, “I’m busy”, “No time”, etc.

To understand whether this is an excuse or not, it is enough to catch the client’s intonation. From it you will immediately understand that he wants to get rid of you.

Your task in this case is not to try to argue and give reasons why you are the best in the world. This doesn’t matter to the client, he wants to “run away” from you. You need to hook it, catch it on the hook. Ideally, do this by touching on one of the emotions: greed, fear or vanity.

It is these emotions that touch the client best and attract him to continue the conversation, even if he wanted to end it before. Let’s look at the example “We don’t need anything.”

Greed: What if we reduce your expenses by 20%? Fear: You are missing out on the opportunity to be the first in town. Vanity: Our product is created specifically for people like you.

Try to create an intrigue so that the client first has the thought “Tell me more” in his head and then on his tongue.

He may continue to object, but he will begin to do so consciously, which means we will move to the next level and work with the objection will continue.

Type 2. True objection

Out of habit, we write down all objections in this form. True objections are when the client tells the truth.

In the literal sense of the word. If he says “Expensive,” then it really is expensive for him. If he says “I need advice,” then he wants to ask advice from another person. If he says “There is no money,” it means that there is none now or not enough in this situation. Everything is logical and understandable.

There is not just one technique for dealing with objections, there are dozens of them. They all have their place. I will tell you about the three most universal and effective (in my opinion). We write all sales scripts based on them.