One of the most important things about the art of answering objections is knowing what objection you are really answering.
Because typically the number one objection that people give you, is not their real objection. It’s an excuse.
So how do you determine what the difference between an excuse and an objection is if you are going to be successful in overcoming this?
First, you must learn how to isolate the objection. This technique is simple, but incredibly powerful. It allows you to keep moving forward after someone challenges you with an objection.
So a very typical objection that you may face can be as simple as, “Well you know what Amanda? This sounds great, but I really need to talk to…” – my business partner, or my spouse, or my parents, friends, dog, or even their great Aunt Berta – “before I can make a decision.”
Now that might be the real objection, but it might not be. If you really think about it, what are they going to discuss with the other person?
Something like: Can we afford this? Should we do it? Do we have the time to implement it and do we have the budget to do so? They may talk about something, but it may not be the real objection. So here’s how you isolate the objection.
The next time that somebody tells you, “I need to talk to (xyz),” respond with, “Hey, I completely understand, Mr./Mrs. Customer. Other than talking to your business partner, is there any reason that you wouldn’t want to move forward with this?”
Asking them, “other than this” – whatever objection they just gave you – “is there anything else holding you back from moving forward?” gives you the opportunity to see what the real hold up is. If they say no, then, green light, they’re telling you that is the only thing they need to do, so your job is to close on the next step, and schedule the next meeting.
But if they say, “Well actually, what we need to talk about is the budget.” Now, you have the real objection. It’s not talking to their business partner, it’s the money.
So remember, the first time you hear an objection, isolate the objection. Then you’re one step closer to finding the root of their doubt and closing the sale.