"The Importance Of Being Earnest"

The time has come to tackle the dreaded objection my dear follower. Now, the objection, and the false objection alike, are problematic for any of us that wander through this ever changing, effervescing landscape of chess-like negotiation and somewhat tense telephony. What we will be touching upon in this article, is much less the objection in itself (as this will change from industry to industry and customer to customer) but more about ways to handle all objection to any given product or service (insert yours here). Some time ago, I remember being fluffy faced and baggy trousered, stood to attention in an office somewhere in Devon, with a women who shan't be named shouting directly into my face as if she were a slightly stumpy sergeant major - "ALL OBJECTIONS ARE FALSE MY BOY!"

Although this women was clearly mentally challenged, she was kind of right. All objections aren't false per se, they can be genuine inquisition, but I've found that they are usually one of two things, A) to get you to fold and stop pitching right away (this may be the so-called false objection which you'll be able to smell like, seven whole miles away but is still "overturnable" in the literal sense, usually to no avail) or B) to get you to sell more thoroughly, summon great Susan's stoicism! (Ahem! continuity!) and fly like a G6 (like a G6). It's safe to say that we have come to the crystal clear conclusion over this series that I'm not here teaching you to "suck eggs", so I shan't speak about buying signals too much here, but objections are ultimately signs of interest. Because someone wouldn't be asking all of these questions if they weren't at least a tiny bit interested, right? Wrong! This is where the angry lady comes into play. In the case of the false objection, and scenario A), it's usually just because someone doesn't want what you have and they are doing the same as you, just in reverse. It's as simple as that. Don't get me wrong my loved and valued reader, some peoples view can be flipped, but, in my experience at least, if someone is just saying no to everything, it's probably best to move on fairly quickly. However, to move on to fresh and greener pasture one must dip ones tiny tootsie firmly into the wet stuff. So try.... But again, know when to fold 'em. 

This article isn't going to be a sort of gargantuan step-by-step like the last one, but I will throw in some examples of ways to handle the actual act of objection, that I have found work well. With false objection, it's the same process to follow, but the more ridiculous the objection, the more likely I would be to bin it after a couple of minutes of back and forth. The false objection, as the name implies, is usually not the real reason somebody doesn't want to buy from you. For example, in my current role, we can save businesses between 10, and 30% every time we're utilised whilst maintaining or surpassing current quality and saving time. So if somebody isn't steel for that deal? There's clearly another reason that they don't want to do the "dance of finance" (honestly, if you say that like you're from the West Country, it completely works!) When you get down to the nitty gritty, if you gifted the false objector with a well versed answer formed with such logic that it would be deemed the love child of Richard Dawkins & Brian Cox, the objector would... Not...buy. Real objections however, are the key to success. If you are talking with any potential client and they are asking questions such as, how can your business be better for us? more efficient? more environmentally friendly? whatever your specific hook is, it's a great sign and a buying signal. This is exactly what the angry lady was saying. In an unhinged, domestic abuse sort of way. In my previous article, should you have cared to grace it with your retinas, I touched upon having a printed list of USP's, facts and specific answers to objections that you'll learn quickly on the job (you'll accumulate these over time but in most industries the real objections don't change too much, or at least the answers stay somewhat the same). These printed sheets of comforting and priceless knowledge are key to culling the odious objection and thus, spawn a demigod of merchandise mastery. 

There have been times that I've actually said these words in a game of devil's advocate, "so, if this was free, would you take it?" to really try to weed out false objectors. If they say yes, you haven't done your job properly, because they like the product or service but you haven't done enough to sell it. If it's a no to that?.. Move on young warrior, this land is no longer a luscious and fertile stomping ground for the tenacious. I have also crammed into my proverbial locker, what I like to call the "give to receive handle". This is simply agreeing with the objection, and giving a solution.. For example, "I completely understand where you're coming from with that". This tees you up nicely to provide a big, Beyoncé sized but(t), and give examples of other clients that you've helped through the process that thought in the same way. It's inclusive, makes the clients feel others once felt this way and you and your company solved it by implementing XYZ, and shows that, and this is a big one, you actually listen to them. This is the key ingredient in all aspects of objection handling. Another great example (autocorrected to sexual encounter!) is this "You know, I would feel completely the same, but we've found XYZ." Again, it displays empathy, and shows them that they aren't alone. You're on their side.

My lovelies, as this is only a brief 101 on basic objection handling, I hope it's been enough to go on with. I think the point (and in the words of the late, great Bill Hicks, there has to be a point to this, right?) is, to always empathise! Listen like you're loading silver bullets into the sales cannon and fire into the werewolves heart! I shall leave you with the much anticipated quote that has inspired me today, tis from the mighty "Zig" Ziggler, public speaker, author, all round sales legend 

"Your attitude, not your aptitude, will determine your altitude." 

Written By Luke Taylor

September 13th 2016