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Objections are just the customer’s way of saying, “I need more information”, though most customers never tell you what their objections are to buying the ESP, they just say “no” when you ask for the sale.  If you are waiting until the customer says “no” to find out what objections they may have to buying, well you, my friend, have already lost the sale.

Once the customer says, “no”, it’s out there, there’s no going back.  No matter what you say, no matter how convincing a justification you make for purchasing the ESP, ego alone may keep the customer from purchasing.  They have already told you “no” and they may think they would look foolish changing that to “yes”.

Before asking for the sale, follow this 5-step process to overcoming customer objections:

Step 1.  Seek Input

Answer any remaining questions the customer may have and seek input on what concerns or objections they may have to buying the ESP with statement’s like; “Do you have any concerns about purchasing the extended service plan today?” or “Is there anything that would keep you from purchasing the extended service plan today?”  Ask more questions, dig deeper; “Is this your only concern?” and “Can you tell me more about that?”

Step 2.  Acknowledge the Objection

Confirm that you understand exactly what their objection is.  Repeat it back to them; “So what you are saying is…” You want the customer know that you understand what they are telling you.  Does the customer agree with how you have summarized their concern?  If not, go back to seeking more input.  Sometimes the customer may not be clear on exactly what their main concern is, that is why it is important to repeat it back to them, this will give them another chance to clarify what they are thinking and feeling.

Step 3.  Empathize with the Customer

You do not want this to be a battle of wills.  You want the customer to know that you are on their side and their objection is not a thoughtless one.  A statement like, “Many people have felt the same way…” or “I have felt that way myself at times” can put the customer at ease and make them feel more open to what you have to say.

Step 5.  Address the Objection

Remember that objections are just the customer’s way of saying they need more information.  There are mainly five reasons customers do not buy; they feel no need, no money, no hurry, no desire, or no trust.  Which one of these does your customer’s objection fall into?  Have information on overcoming these main objections ready so that you can use it to address your customer’s objection.

Step 5. Confirm Agreement

They only way to make sure that you have overcome the objection is to ask the customer, you may have to also get them to agree to the severity of their need, or to the value of the cost of the ESP.  Ultimately you need to find out if you have satisfied their concerns.   If not, go back to step one and seek more input.

In the courtroom they say never ask a question to a witness unless you know what the answer is going to be (and I should add, that you also know the answer is going to be one you want).  It is the same in sales; never ask for the sale until you know the answer is going to be “yes”.   Seek out customer objections before you ask for the sale and use this 5-step process to overcome them.