Handling objections artfully is a skill that every salesman needs to learn. You can expect them to come, but if you learn to cover them early in your process, you can have most of their objections strategically met when it comes time to make the close.
A study has revealed that objections are often given because 48% of the customers just do not understand the offer. The contractor or technician has not made the details clear enough for them to understand it. Their objections will usually appear as one of the following:
1. I want to think about it.
2. I'd like to get a second bid.
3. I need to talk to my spouse first.
4. The price is too high.
This last objection may be given in other ways, too. They may say something like: "I don't know how I'm going to pay for it;" or, "The cost is more than I expected."
You need to remember that as many as 57% of the people that invite you to make a presentation have already investigated various companies. As a result of what they found, they invited your company to come. They are already half sold because they have a need – now sell them on it, and make it a good one!
In some cases, it may actually be your own limiting beliefs that can bring objections. They can tell when you may be doubtful about something. For instance, if you do not believe that they can afford it, or if you doubt the value of higher priced units, such as one that is greater than 14 SEER, then you are likely selling yourself short of a larger sale. You may also be selling the customer short because you really do not know what they can afford. It might surprise you!
Your beliefs can easily be perceived by the customer, and this may cause them to doubt you and the need to buy from you. If you are not accustomed to making larger sales, your beliefs can limit your efforts to be serious about trying to sell a more expensive unit. Make sure you offer at least three options, regardless of your beliefs about what they can afford.
You can discover much of what they are thinking (or not thinking) if you get them involved in a conversation. Ask specific questions and listen carefully to their answers. Then, keep it going.