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ProTip: Your First Response to a Stall or an Objection

Michelle Nitchie / Jul 9, 2015 10:00:00 AM

Stop_Sign_Marker_PicWhat is the difference between a stall and an objection?  A stall is, "I want to think about it," or "I have to meet with other people."  An objection is, "Your price is too high," or "We have a satisfactory supply."  Both are putoffs which basically say, "You haven't sold me yet."  The bottom line is conversion.  You have to convert their lack of confidence, their lack of trust, and their lack of perceived value into a sale.

- Jeffrey Gitomer, The Little Red Book of Sales Answers


 

One of the most crucial moments in any sales situation is when you ask for the commitment and you get an objection or a stall in return.  As Mr. Gitomer points out, what this really means is that you haven't done your job yet in showing the customer the true benefit of your service.  But this isn't necessarily a bad thing.  Just like a complaint gives you an opportunity to come through for your customer and impress him/her as you make it right, and objection or hesitation tells you something about what he/she is looking for.

Your first response needs to be to ask questions to discover exactly what their objections/hesitations are.  Do they think the competition is offering a better or more reasonably priced product?  Do they worry about your ability to deliver on time?  Do they wonder how difficult it will be to start using your product or service?  Do whatever you can with direct or more subtle questions to tease out more of what they are and are not looking for.  This gives you the direction you need to then systematically focus on each factor, building up value and trust in the product, while simultaneously building up your own relationship with the customer (inspiring trust and confidence in you, as well).

Topics: Business Skills, Sales and Selling, Discovery and Questioning Skills

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