Master objections: how silence can seal the deal

Handling objections is a critical skill for any sales leader. An objection is simply a voiced concern, waiting to be addressed with information, compassion, and patience. The key to overcoming objections effectively is to respond succinctly and then stop talking.

Here’s how to master this approach:

Understand the Concern

When a customer voices an objection, your first step should be to understand the real concern. Ask clarifying questions to get to the heart of the issue. For example, if a customer says, "This dining table seems too expensive," you might respond with, "Can you tell me more about what you’re comparing it to?"

Provide Just Enough Information

Once you’ve identified the core concern, provide just enough information to address it. If the concern is about price, you could explain the value: "This dining table is crafted from solid oak, which ensures durability and longevity. It’s designed to last for many years, making it a worthwhile investment."

The goal is to be concise. This is not the time to elaborate on every feature of the product or try to convince the customer that they need to make the purchase immediately. Stick to the relevant facts that directly address their concern.

Ask and Wait

After addressing the concern, ask a simple follow-up question: "Anything else?" Then, wait silently. This gives the customer the opportunity to voice any additional concerns. If they have another objection, address it in the same concise manner. If they don’t, they will let you know.

Close the Conversation

Once you have addressed all their concerns, the next step is to guide the conversation toward closing. Ask a closing question such as, "Shall we proceed with this option?" and then remain quiet. This gives the customer the space to make their decision without feeling pressured.

Why This Matters

Practicing this method requires patience and intentionality. Overcoming objections isn’t about overwhelming the customer with information but about showing that you understand their concerns and providing just enough information to address them. Silence can be a powerful tool, allowing the customer to process the information and make an informed decision.

Practical Tips:

1. Ask Clarifying Questions: Ensure you understand the real concern before responding.
2. Be Concise: Provide just enough information to address the objection.
3. Wait Silently: After addressing the concern, ask if there’s anything else and wait.
4. Guide to Close: Once all concerns are addressed, ask a closing question and remain silent.

By practicing these steps, you’ll become more adept at handling objections and guiding your customers toward making confident purchasing decisions.

Now, go practice patience and intentionality…and being quiet.

oxo
Jody