The word “No” can be soul-crushing to hear, especially in the field of sales professionals. Sales objections are an issue that arises that prospective customers communicate to a sales rep as reasons why they cannot buy your product or service. While you cannot avoid rejections, you can learn how to overcome them effectively and how to turn a “No” to a “Yes”. This sense can be developed over time as you gain more and more experience.
Buying a Car is not an easy decision; it takes a long time of gathering information and it cost a lot of money, right? So it is not surprising that car buyers sometimes use reasons to not buy a car from a car dealership as their way of defense because they are afraid of making a poor decision that can screw them in the long haul.
For a car dealer; these objections typically fall into 3 categories:
- Customers do not have enough fund or budget
- Customers do not need a car in the meantime.
- Customers do not trust you or see you as legitimate.
But, objections are not always a hard “No”, sometime they can present an opportunity for sales reps to clear any misconceptions about the service or product to try to qualify the prospect and close the deal. If every time you gave up after every sales objection, then your business would completely fall to the ground. It is your responsibility as a sales professional to understand what is going on in prospects’ minds when they reject your sales pitch so you can handle these rejections respectively.
Do not get discouraged when a prospective customer rejects and shows indications that he is not ready to buy from you. Instead, learn how to overcome sales objections so you can move closer and closer to making a sale! If you want to know how then continue reading because ideasoft always got you covered!
Listen and acknowledge the objection.
Your first reaction is an essential factor in how you can courteously acknowledge the rejection. Your first move will like to jump in and respond immediately but, trust us. You need to resist it! Even your body language and tactfulness will matter on this. When you jump right in immediately to react, you are making assumptions about the rejection, which can cause further damaged to the situation. Take your sweet time and listen carefully.
You have to practice and train yourself to ignore any negative emotions you may feel and stay composed and focused on what your potential buyer has to say. Yes, it is very hard to not feel any invalidating emotions but you have to! Getting these emotions the better of you will more likely lead to a worse situation. Do these instead:
- Listen with the full intent of understanding the buyers’ concern without anticipation and bias on your part.
- Prepare yourself; rejections cannot be avoided, so treat them as a process of your sale cycle.
- Add positivity on top of their objection. Something like: “Buying a car is not an easy decision, so it is great of you to show your seriousness about it.”
- Do not be too pushy, you do not want to make things worse than what it is already.
- And, do not forget to smile!
Fully understand the objection and connect with them.
As a sales professional, it is your responsibility to get to the bottom of the objection and fully understand its exact cause. Sometimes, the correct issue isn’t what the buyer first tells you, and you need to comprehend why. To find out its’ root cause, you must seek permission first from the prospect to explain the issue. Once they explained it to you, repeat the matter as you understand it. When you restate these issues, prospects see the problem more fully, and you get close to its’ true source. Carry yourself to their level, so you can learn where the customer is coming from and connect with them. Empathy is an essential skill that all sales reps must-have.
Sharing a story is the best way for you to connect with them. Let them know that they are not alone in this, and objections and doubts are completely okay when deciding to buy a car. It does not have to a lengthy story or a complicated one, you just want to enlighten them that a lot of customers have the same issue when thinking to buy a car.
Respond positively and satisfy the objections.
Once you uncovered the origin of the issue, you can now start to rebuild trust with your prospect and check if you have satisfied all of their concerns. Reiterate the objection and confirm that if you can overcome it, the prospect will be happy to move forward with the deal. If the prospect is still not ready, then don’t be pushy and force it. You don’t want to be the reason that they object. Instead, respond positively and politely.
And always remember, some of your prospects are clearly never going to buy, and that’s the truth. During your conversation with them, they might have nodded to a few of your comments, but it does not mean they have fully agreed with everything you have said. Do not assume just because they nodded or accept what you said. Instead, ask them how they feel. It is always better to ask than presume.