When dealing with others’ expectations, we are often faced with issues that force us out of our game plan. The expectations of others, whether low or high, often forces us to abandon our vision, motivation and our personal dynamic marketing plan. Stay true to your instincts whether it is keeping a realistic perspective, learning from your failures, or collaborating with your personal advisors.
“Objections are not really no’s, we just did not meet the needs of the person we were offering our service to” – a basic explanation of all the marketing and sales books I have ever read about how to handle objections. Why in my experience, when I had people say no to me was I not successful in my mission? The simple answer is sometimes no means no. There is a foundation for handling objections that I think will minimize the rejection process for you in the future.
Do not be afraid to immediately react to the objection. I believe that one of the best things you can do at the end of a meeting is to ask the participants how they honestly felt the meeting went. If you sense there is a lack of trust on their parts, before the meeting ends, address the issues that had become murky and cloudy. It is important to react to the objection to be sure you clearly understand it and can adequately build a response.
Listen to the objection. Don’t take it personally. Objections are healthy and they’re critical to the decision-making process. It is much worse if they stay silent.
Concede. There are some objections on which we need to concede. No matter what we do in our marketing plan or delivery system we still may have to concede an objection to the individual. This is very healthy and, in fact, builds integrity and honesty into the process.
Question the objection. Many times people use standard objections. It is an easy way to create a smoke screen to protect them from having to go deeper into the discussion or address a roadblock that hides the true objections. It is simple, for example, to say that your price was too high, or I wanted the red one. These objections may be merely hiding the true objection. Question the objection, they will respect you for it, and in fact, they will be encouraged by the process.
Qualify the objection. People do not put equal weight to all their objections. Some are minimal and others are major. Truly, people verbalize objections as they think of them. We must place objections into a pattern or grid and focus on the major objections. The result, we develop win-win solutions.
Capitalize and close on the objection. We can all learn a great deal from the way we handle objections. It helps us build on our strengths and minimize our weaknesses. Most importantly, we have to capitalize on the objections. We have to learn from them, have to solve the objection to the best of our ability and then close on the issue.
Once you have handled all the objections that someone has proposed, it is important to ask for the decision. Whether that decision is favorable or unfavorable, at least it is closed and you can move on. Files are littered with dead proposals of marketers and professionals who were unsuccessful because they may have handled the objection, but they could never ask for the close.
We as individuals must bring closure to everything we do. If you think back in your life to the experiences you did not successfully close and put behind you, these are the issues that still follow and haunt you today. The reality is that if you don’t learn how to make closure part of your personal dynamic marketing plan and part of your personal delivery system, then your career and your personal life will always be filled with open-ended issues and the perception of failure as failures.
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