How To Handle Objections: A Guide To Effective Business Calls
As a marketing executive, how many times have you been rejected
? Or how many times have your business cards or flyer printing been rejected? If the answer is none, then I presume that you are a newbie. This is to suggest that objections, while making a sales call, are normal. Objections in a sales call is like death and taxes. They will happen and that any seasoned marketing executive knows this. What is more important however, is how the objection is handled.A professional marketing executive is not unlike your seasoned politician. This is to suggest that they know how to smooth talk their way out of any difficult situation. There will be difficult customers and objectionable ideas but there will always be good marketing executives. This is what sets them apart from those that are just new in the industry.
It takes years to get to the level of a professional marketing executive. The number of rejections and the number of difficult customers would eventually define the marketing executive. The more rejections, the better. The more difficult the customers, the more experienced youll become. So if you have been rejected, do not worry for that single rejection will make you a better marketing executive. As the saying goes, what does not kill you will make you stronger.
Here are some ways to manage objections based on the experiences of seasoned pros in the field:
1. Before opening your mouth, listen to the entire objection. Let the customer of client vent out his or her frustrations. Do not get defensive but rather use the situation to make a more informed response. Do not counter right away. Try to digest what the person is saying and try to look at it from the person's point of view.
2. It is ideal that you pause for three seconds before responding to give the other person the courtesy of finishing his or her thoughts. The three seconds delay will give him or her ample time just in case there are still some things in his or her mind.
3. A professional marketing executive would remain calm and defensive. He would not take the comments personally but rather an input to how he will present his case. The discussion is an opportunity to find out more. It is best to meet the objection with a question in order to find out more.
4. A good way to handle objections is to restate the objection to make sure that you heard it clearly. As in any communication technique, this is the best way to process objections and disagreements. It does not only diffuse the tension, it also suggests that you were listening intently to what was being said.
5. Answer the objection in a manner that is not confrontational. Isolate the issues to be able to address them more appropriately. Try to present solutions with every objection to make it appear that you are addressing your client's concerns immediately.
6. Any business call should be closed in a manner that is forward looking. You can do this by getting your customer to identify all possible problems that might be solved by your product or service which incidentally is neatly presented in your flyer templates. And before you close the sales call, be sure to get an agreement whether to meet again or set a scheduled phone call. In any case, leave with something that you can follow up later.
Tackle the issue and not the person's subjectivity. To recap what was discussed here, there is a six point process; Listen, Define, Rephrase, Isolate, Present Solution and Close. These are basic steps and you have to commit them to mind.
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