how to get rich and how to make money from sales_53

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_{"If only my customers would quit raising objections, selling would be a lot easier." No doubt this statement reflects the thoughts of many sales representatives, especially those with limited experience. One thing is certain about objections: they have a nasty habit of popping out of nowhere during the sales call. They can appear anywhere, at any time, and usually without warning. Nothing strikes fear in a sales representative's eyes faster than an unexpected objection.}

_{Selling today involves an array of sophisticated skills. Many sales experts agree that the "moment of truth" of closing won't happen until you have listened to, understood, and successfully resolved any objections the customer has. Overcoming objections is your ticket to sales success—the gold medal.}

_{Objections are strange things. Most objections are really questions or concerns in disguise. They are often smoke screens protecting the customer against possible buyer's remorse or the wrath of management for making a wrong purchasing decision. Although the customer may be totally honest and sincere, you may not clearly understand what the concern is.}

_{Sales representatives view objections as the enemy, as traps that customers set to sabotage the sale and get rid of them. Sales representatives feel challenged by objections because they require an on-the-spot, unrehearsed response possibly derailing their well-rehearsed, canned pitch. You never know what the customer might object to or challenge you about. However, objections are an integral part of the whole business of selling. Without objections, you'd be just an order-taker. The career opportunities for professional order-takers are dismal and the pay is about the same.}

_{I suggest that well-prepared sales entrepreneurs anticipate and welcome objections. They have learned the value of objections and view them as a friend, an ally to the conversation. This means that managing objections should be planned for, just as with any other step of your Sequential Model. Rather than regard an objection as an obstacle, regard it as an asset to the sale. It depends on your attitude. Even though objections tend to sound like verbal attacks, you can't afford to have your response sound defensive or confrontational. With a positive attitude you're more likely to respond without any hint of hostility, which makes your customer more receptive. A positive attitude can be communicated by use of a cushioning statement, an empathy statement, such as: "You're right, our price is higher than most, but what exactly is your concern?" This helps build rapport and encourages trust. Remember, it is your reaction to the objection that counts, not the objection itself.}

_{Give some thought as to how you view objections. How do you respond to objections? What's your attitude? You're on the right track if, upon hearing an objection, your immediate response is to ask yourself, "What exactly does the customer mean by that?" If there's any doubt, and often there is (don't assume), simply clarify the concern in one of these ways:}

• _{What do you mean by that?}

• _{Is this what you mean?}

• _{Tell me more.}

• _{Please elaborate.}

• _{I'm not sure I understand.}

_{The cardinal rule for managing objections is: Never offer a response to an objection until you fully understand how it relates to this particular customer and this particular situation.}