Overcoming Objections

ob·jec·tion (b-jkshn)
1. The act of objecting.
2. A statement presented in opposition.
3. A ground, reason, or cause for expressing opposition.

Objections are good!  Objections are great! Objections are signals that the customer IS interested in what your suggesting. Objections are just questions or concerns that have to be addressed in order for the client to move forward. The worst thing that could happen is no objections and no interest. What you have to do is offer the customer a solution to their objection. 95% of the time objections are a lack of understanding.

Here are a few common objections that you should be prepared to discuss with our clients…

1. How do I know you are going to be in business?
-We have been in business over two decade.
-We repair more computers that all other computer stores combined
-We have a 96% customer satisfactions rating
-We have been voted best in computer sales and service for 14 years in a row.
-We are by far the largest local computer store in the tri-state area

2. I can get this cheaper…
-We price match every major competitor, even online. But if you focus on getting the cheapest price you will not get service from that company.   What service can you get over the internet from Amazon, or at Walmart, or even as bad from the kids that work at Best Buy who sell speakers one day and technology the next.  If you ever question our price make sure you let me know. I would rather lose a dollar on this item than lose your business to the competition. Always let me know before you shop anywhere else. I will do whatever it takes to win your business.

3. The service saver plan is too expensive.
-How long are you planning to own this computer? 4, 5… 8 years? Thats less than $100 per year for unlimited repair services, virus removals, upgrades and more. Plus you get your setup today for free if you purchase with a new computer.
-Our average paid service bill is $223. On average computers need to be serviced every 16 months. You do the math on what that could potentially cost. Now, a lot of people donʼt pay that but its not because the computers does not need it, its because the customer just does not want to pay it so they end up with a computer limping along instead of the system running at 100%.  People that dont purchase the service plan put up with a slow computer rather than getting the most out of their system.
-Everybody has questions, everybody has problems, this give you someone to rely on and your computer problems are now our problems.
-It does not matter if you buy a $500 or a $5000 computer… every computer has problems, everyone needs help, every computer has to be maintained. Most of the time we see that the $500 computers are the ones that need this the most.
-Really the service plan is not for the computer, its for you, for your piece of mind.  So they are not your computer problems, they are our computer problems.

4. I donʼt buy extended warranties.
-Yes I agree, I dont purchase extended warranties either. What I am talking about is the setup, service, maintenance, upgrades and all the repairs.  Like on a car. Tire rotations and oil changes.
-This is not a extended warranty. As a matter of fact, I donʼt recommend you purchase a extended warranty. Did you know that consumer report states that of all brands of computers for the first 3 years there is only a 7% chance that you will have a hardware problem. 7%… thats like playing the lottery. This is a full coverage service and maintenance plan. This covers everything that a warranty does not and lets face it, the only way that you will not have computer questions or problems is if you leave it in the box.
-Wouldnʼt be nice to pay $400 and have all of your oil changes, tire rotations, brake service, all your vehicle maintenance paid for for the life of the car? We thats what this is. Your computer is just like a car… it needs to be serviced and maintained and thats what this does.
-You have to make a decision today one way or the other… do you want to pay per incident or do you want a hassle free service and maintenance plan that covers all the service and maintenance and all your questions and answers for the life of the computer?

5. Budget: “We just don’t have the budget.”
Regardless of who you’re selling to pricing is one of the biggest objections to a sale. For many sales people, the knee-jerk reaction is to immediately offer a lower price. Instead of offering up a fast discount (which is risky and raises questions about the value of your product or services), look for creative ways to show the unique value of your product or service.  (setup, local service, training, support, convenience, local business, expertise, etc). The ‘Price’ Sales Objection: Overcome the ‘Price’ excuse by demonstrating the unique value of your product, and give specific examples of how the product will solve a problem for the client.

6. Authority: “I need to consult with X”
Or even more difficult is the “I have to talk to my husband, wife, parents.” Having a client state that they need to consult their decision maker, partner or wife before making a decision, or an authority has already rejected your product or service can seem like a dismissal.

Always respect their position, but look at this objection as an opportunity to get the decision makers to the store or on the phone. Identify the concern and address that specific issue. Rather than agreeing to wait for a phone call or from the client to stop back by, keep the process moving by setting up a time with both parties or transitioning the sale to the final decision maker altogether.

7. Value: “I need to think about it.

This objection is a combination of budget, authority, need, and timeliness. If the client doesn’t see the value in the product, then it shows a lack of trust or certainty in what you’re offering. Here, you’ll need to build credibility with the buyer. To create a more trustworthy relationship, come from a place of honesty and put yourself in the customer’s shoes. Think “if I were this customer, what would be holding me back?” Introduce benefits such as specific features of the products that address their needs, guarantees or return policies. Basically, demonstrate that value. These types of perks reassure the buyer that he or she is making the right decision and will help to build the buyer’s trust.

Be Proactive When Dealing with Sales Objections

As a sales professional, it’s absolutely necessary to understand and be prepared for the most common sales objections. Knowing every detail and feature of your product/service is important, but getting down into the true core of the clients objection is equallly crucial. Respectfully ask your buyer open-ended questions that probe deeper into the true core of their objection.

With an understanding of your clients wants and needs and your product’s offerings, you are armed to tackle any objection based on budget, authority, need, time, and value.

Above all, remember that your goal is to convince the potential buyer that they can’t, or shouldn’t, live without your product or service. The art of sales is inherently associated with objections, but most can be overcome by building a sense of credibility, trust, and re-framing the way your buyer sees what you’re selling. When it comes down to it, sales is about showing the product/service at the angle that’s best-suited to the conversation.