The Objection Translator

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Sales 200 - Intermediate Sales Skills | Sales Tips

How many objections are there?

In my opinion, there is only one. 

When the fluff is stripped away from any objection, what the customer is really saying is: 

“You haven’t provided me with enough information to give me a reason to buy from you.”

The moment when a salesperson ignores the actual words of the objection and instead hears, “Tell me more, you haven’t convinced me yet.” That is the moment when a professional salesperson rises to the occasion and sees an opportunity to give the customer new information that will help them decide to buy. 

You are not going to change the customer’s mind.  You may give them additional information to help them make a new decision—a decision to buy.

Here are some common objections you will hear, what your customer is really saying, and new ways to think about them that will help you avoid, bypass or overcome them.

“I’m just looking.”

First and foremost, the easiest way to overcome this objection is to avoid it in the first place.  A well-thought-out greeting is the best way never to have to deal with this objection – ever.

That being said, when faced with this objection, you need to realize that there is a world of difference between a customer saying, “I’m not interested” and a customer saying, “I don’t think I can buy this car right now, so I don’t want to hear your pitch or go on a demo drive.”  I think that 99% of the time, a customer looking at the window sticker of a car but insists that they’re just looking is saying the latter.

If they’re looking, they’re interested.  Right now may not be a perfect time, but they will buy. 

“This is too much money.” Or “I can’t afford it.”

Most objections about money result from the prospect not understanding that this car is more valuable to them than their money is.

When you have built rapport and drawn out from the customer all of the reasons why this car is perfect for them, you will show them the value.

A customer who insists that something costs too much money hasn’t been shown the value.  If cars were too much money, then you’d never sell an $80,000 truck for someone to pull their travel trailer.  If cars were too much money, there would be more bicycles than cars.  If cars were too much money, public transportation would be the preferred way to travel anywhere.  But, when was the last time you took a trip on a Greyhound Bus?  People buy the cars that they see value in.  The guy with the $80,000 truckknows that it costs $80,000 to pull his travel trailer across the country.  That’s where he finds value. 

Where does your customer find value? Become their assistant buyer and find out.

“We’re not in a hurry to buy.” Or “We’re just starting to look.”

These customers will treat you, the dealership, the inventory, and their money like it will all be around forever.  If they don’t buy today, so what.  They’ll purchase next month.  Or the month after.  Heck, maybe even wait until the next model year. 

You might want to remind your customer that he may be right.  There may never be a perfect time to do anything.  If you wait until all the lights are green before you leave home, you’ll never get where you’re going. 

“We’ll be back.”

“Mr. Customer, we both know that this vehicle is exactly what you’re looking for.  It checks off every item on your must-have list and gives you even more that you weren’t aware of.  Can you think of a single reason why waiting is better?  Why you shouldn’t reward yourself with this new car and begin enjoying it right now?”

The customer doesn’t trust you. The hardest objection to overcome is an unspoken one.  This one is rarely spoken.  Your customer is not likely to say, “Hey loser, I think you’re a smarmy salesperson, and I wouldn’t buy the steam off of a hotdog from you!”

If you lie to your customers, if you mislead your customers, if you aren’t a respectable person, your lack of integrity will ooze out of your pores every moment of every day.  You will sell some people.  But you will never be a great salesperson. 

Live honorably.  Have conviction of your morals.  Be an honorable salesperson.  Be an moral salesperson.  Say what you mean, and do what you say.  Believe in your product.  Believe in yourself.

In our training, I teach that sales is having an unwavering belief in yourself, your product, and your company.  Then transferring those beliefs to your customer. 

Every study shows that the majority of customers buy from people they like and trust.  Don’t give your customers a reason to distrust you.

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