Before visiting, calling or making a presentation, try to identify any reasons a customer might give not to purchase. Using your knowledge of the marketplace, the competition and previous conversations with your customer, prepare potential solutions to their objections.
The most common objection is likely to be price. Think beforehand about how you can counter it. Will buying save them more money than they spend or can you offer flexible payment terms? Stress all-round value for money and gains in efficiency or time.
The positive response
Think about possible responses and remember that not all objections are negative. Sometimes theyshow the customer is interested. The following can help you prepare responses in advance:
- summarise what you believe the objections are and try to answer each one in turn
- ask the customer to clarify what they mean if you're unsure. If they say a product or service is too expensive, they may mean it's above budget and they aren't interested. But they may mean they would buy with a discount
- test each objection to see if there is anything you can do about it until the sale is dependent on the last objection
- start talking about taking an order. For example, if they are reluctant because of your delivery schedule, ask if they will place the order if you bring the delivery forward
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