Getting the sales approach right will make it less likely that the client will raise objections in the first place. Too often they are caused or strengthened by what the salesperson says and does; however, in this environment, even if your sales approach is perfect; there will inevitably be times when clients respond in less accepting ways than we would like. Salespeople can expect a range of responses and some of these will be emotional and others will be rational.
Most sales people have heard every objection so many times that they ‘know’ how to come back at them. However, these are extraordinary times and client behaviour has changed so much that many of those traditional responses to objections no longer work. Today, it is more important than ever to understand what the real objection is, and what the client really means by it, so that you can help them change their outlook. This challenge is compounded by the fact that clients are under huge stress and their emotions are heightened. This has made handling objections in the wrong way much riskier as being seen as insensitive, confrontational or inauthentic right now can cause long standing damage to relationships and reputation.
Dealing with an objection in the right way – the way a client needs you to, has always been an important skill for sales people; however, these challenging times have made objection handling a core skill. One that will be the difference between a deal closing or not.
Richard O’Connor, Commercial Director, EG / RELX