Overcoming objections is really a delicate stage that makes or mars the chain of selling process that has already reached a near final stage. Irrespective of the types of objections raised by the prospects, certain hints or points are worth pondering; responding to objections in a helpful manner requires careful thought and preparation. These points taken together make an acceptance and a workable procedure. This procedure can be:

Tips for converting objections into sales

1. Understand Fully the Objection:

The most crucial and difficult task is to understand the prospect’s objections. It is important to listen coolly to what the prospect is saying. That is when responding to an objection, listen first then answer the objection. Allow the prospect to state a position completely. Do not interrupt with an answer, even if the objection to be stated is already apparent to the salesman. He should listen as though he has never heard that objection before. This lending of ears creates an atmosphere of reducing tension. The prospect may be asking for more information, asking fat meeting his conditions or he might have hopeless or genuine objection. It may be a major or minor objection. It may be practical, overt, psychological, or covert one. Whatever may be the prejudice, recognize it without intervention or losing the temper.

2. Cushion of Jolt:

To soften the powerful charging effect, the jolt, or the tilt, the salesman has to cushion it. He is to act like a shock absorber or insulating gadget. This cushioning is nothing but providing the third party opinion. He should accept and say that anybody would have the same opinion as that of prospect and he should support him by saying that the prospects right. In fact, the salesman is to thank the prospect for raising objection. It is because he tells that your company has a chance to keep his business represent other dissatisfied customers who do not bother to complain and are probably doing more damage by word of mouth ; informs yours company about products or services and other problems that exist within your organization and ; helps actually to prosper your business proper,

3. Anticipate Objections:

Sales people must know that at some time, objections will be made to almost everything concerning their products, their companies or themselves common sense indicates that they prepare answers to objections that are certain to be raised – almost 80 percent can be anticipated – because a few salespeople can answer objections effectively on the spur of the moment. Many companies draw up lists of common objections and effective answers and encourage sales people to become familiar with these lists. Some firms also videotape practice role-plays to help sales people become more proficient in anticipating objections and responding effectively in each situation. Successful salespeople keep notebooks and record new questions they encounter along with any new ideas for responses; they also pick up suggestion at sales meetings. They recognize that different personality types may require different types of responses or proof and plan accordingly. When sales people know an objection will be raised they should have good answers ready. This helps to build confidence. Unanticipated or unanswerable objections can easily causes embarrassment and lost sales.

4. Note the Body Language:

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Body language or non-verbal communication is a new science. There are 70,000 body language signals, 15000 from the face alone-where face is index of mind. It is not possible for one and all to control all these signals, but if there is any variance between our spoken and body language signals the latter is correct. Non-verbal communication from the customer or prospect can therefore tell the salesman as to how he is doing during sales-talk. It can tell him whether he is heading for commitment and sales or close or he is heading objections and then refusal. Hence, salesman is expected watch his signals right from the start of sales interview. If signals are positive and encouraging, he can go on with his planned selling proposal. In case signals are negative, then he is to change gears and deviate. Therefore, that he will not get a final ‘No’ at the end of the interview. He is to take remedial measures in time. If he waits too long, he fails finally. The favourable signals of body language are : nodding his head frequently, smiling, his hands and arms are open and relaxed, leaves back to listen, handles literature makes frequent eye contact tilts his head one side, strokes chin, legs are uncrossed, leans forward to speak. From these one can make out what are negative signals.

5. Prevent Objections:

Prevention is better than cure. Preventing objections is also known as forestalling the objections. To forestall is to prevent by doing something ahead of time. In selling, this means sales people raise objections before buyers have a chance to raise them. For instance, one sales person fore- stalled a concern about different ‘feel’ of a split computer key-board-the split keyboard are split down the middle to relieve stress and strain on hands.

A salesman might bring up a potential price problem by saying, “You know, other buyers have been concerned that this product is expensive wheel, let me show you how little it will really costs you to get the best”. Some sales persons do such a good job of forestalling that buyers change their minds without ever going on record as objecting to the feature and then having to reverse themselves. Buyers are more willing to change their thinking when they do not feel constrained to defend a proposition they have already made while not all objections can be preempted, the major ones can be spotted and forestalled during the presentation. Buyers have no need to raise an objection already stated- and answered-by the sales-persons.

6. Consider Objections as Opportunities:

Objections must be welcomed but never to be snubbed. It is because; they indicate the willingness of the prospect to discuss the salesman’s product. It means that the prospect ii interested in salesman’s sales-talk or presentation. Objections help the salesman in understanding as to what a prospect is thinking. They provide much desire clues to the needs of prospect Again, the objections can be overcome only when they are brought to light by involving in discussion.

7. Have Positive Attitude:

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The reaction the salesman to the objections is one of making or marring. He should strive hard to respond an objection in manner that he gets the prospect friendly and in positive mood. He should use his body-as a weapon-body language namely smiles. He should never object to objection. No negativity shares the opinion of the prospect and says that he is right. His objection may be based on incorrect or insufficient information. Deny the untrue objections in a polite manner. In short, he is to be realistic in his attitude. The traits and behaviours of positive salespeople responding to objections are:

(1) They develop and maintain positive attitude about objections;

(2) They relax and listen, never interrupt the prospect;

(3) They anticipate objections and prepare helpful responses;

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(4) They forestall known concerns before they arise;

(5) They make sure that objection is not just an excuse;

(6) They are sincerely empathetic to buyer’s problems.

8. Evaluate objections:

Objections may be classified as unsatisfied needs – real objections – or excuses. Excuses are concerns expressed by the buyer that mask true objections. Thus a comment, “I can not afford it now” would be simply an excuse if the buyer honestly, could afford it now but did not want to buy for some other reason. An objection to buying is seldom stated as “I do not have reason I just do not want to buy”. More commonly, the buyer gives a reason that appears at first to be a real objection. “I do not have money”. Or “I can not use your product” may be an excuse. The tone of voice or the nature of the reason may provide evidence that the prospect is not offering a sincere objection. Sales people are to develop skill in evaluating objections.

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No exact formula has been devised to separate an excuse from real objection. The circumstances will usually be a clue to the answer. In cold canvas, when a prospect says, “I am sorry, I do not have money”, the sales person may conclude that the prospect does not want hear the presentation. However, the same reason offered after a complete presentation has been made and data on the prospect have been gathered through observation and questioning, maybe valid. Sales persons must rely on observation, questioning, and knowledge of why people buy and experience to determine the validity of reasons offered for objections?